Godfathers Of Effectiveness, Les Binet And Peter Field Put ‘Marketing Effectiveness on Trial’
Effectiveness in the digital era will be top of the agenda this year, as The Communications Council welcomes a stellar line-up of industry heavyweights, including the world’s leading authorities in marketing effectiveness Les Binet and Peter Field, to Australia for a series of summits kicking off on August 31.
Proudly presented by The Communications Council in association with the Institute of Practitioners in Advertising (IPA), this year’s EffWeek Australia program will be the biggest yet with three summits, two IPA Residential Courses, 20 bespoke in-house member agency events held in three capital cities, and with the 2017 Effie Awards in Sydney.
The Effectiveness Summits – Marketing Effectiveness on Trial – will be held in:
- Sydney on August 31
- Melbourne on September 7
- Perth on September 11 (Binet in SYD and MEL only)
Binet, who is Head of Effectiveness at Adam & Eve DDB UK, and Field are scheduled to present the findings from their newly released IPA report, “Media in Focus: Marketing Effectiveness in the Digital Era”, which challenges the industry to reconsider approaches to efficiency in the changing media landscape.
Based on their meta-analysis of IPA’s Databank – a database of advertising case studies submitted to every IPA Effectiveness Awards competition since 1980 – Binet and Field found that short-term measurement or ‘short-termism’ is undermining effectiveness in marketing, to the detriment of brands and their profit growth.
Commenting on the event, Binet said: “It is an honour to be part of EffWeek in Australia and I look forward to sharing data insights from our latest research with delegates from around the country. After the summits, attendees will walk away with a new outlook on long-term effectiveness and brand building, to the benefit of their clients and agencies.”
Tony Hale, CEO of The Communications Council, said, “Thanks in part to the sell-out success of last year’s program we are thrilled to welcome back Peter, and now Les, who are presenting their findings outside the UK for the first time.”
Adding: “This is a not-to-be missed opportunity, not only with Peter and Les, but also to hear from renowned industry thinkers and leaders who are converging on Australia for EffWeek in 2017. It is a chance for agency marketers to challenge themselves, and to ensure they are equipped for the marketplace of tomorrow.”
Other confirmed speakers* include:
- Associate Professor Rachel Kennedy (SYD only), Associate Director and co-founder of Ehrenberg-Bass Institute for Marketing Science, to discuss how science helps advertising creativity and effectiveness;
- Mark Earls aka Herdmeister (SYD, MEL, PER), who will reveal key findings from the latest #IPASocialWorks report, which includes a guide on leveraging social insight for success;
- Professor Karen Nelson-Field (SYD, MEL, PER), international digital media authority and professor at University of Adelaide, Founder of Media Intelligence Co, and winner of News Corp’s Women in Innovation award.
Off the back of the IPA report findings, Field says that there has never been a better time to return to Australia and revisit the key principles of effectiveness in the planning and creative processes.
“By ignoring the enduring effectiveness truths of the changing media landscape, businesses are undermining the tremendous potential of the new tools at the marketer’s disposal. To remedy this, marketers should return to a more balanced perspective on long versus short-term objectives, with around 60% long-term brand building and 40% short-term activation still the best combination,” Field said.
Adding: “On the flip side, the digital revolution has increased the potential effectiveness of most forms of marketing, including traditional media, and provided that agencies invest at the right level, and in the right way, mass marketing is working better than ever.”
Peter Field has more than 30 years’ experience in planning and consultancy and has co-authored highly-respected marketing and advertising texts, including: Marketing in the Era of Accountability, The Long & The Short of it, Brand Immortality, and The Link Between Creativity and Effectiveness. He is one of the authors of the world’s leading online qualification for advertising effectiveness, the IPA Eff Test, available exclusively in Australia through The Communications Council professional development program.
Les Binet is recognised as an expert in econometrics, and has won more effectiveness awards than anyone else in the UK. In 2014, the IPA awarded him The President’s Medal, the highest honour it can bestow, in recognition of his achievements. Having studied Physics and Artificial Intelligence at university, Les joined the agency in 1987, and has devoted his career to measuring and improving the effectiveness of their advertising. He has written extensively on how advertising works, how to make it work better, and how to evaluate it. In particular, his work with Peter Field has attracted international attention.
Commenting on Binet’s appearance at EffWeek Australia, DDB Sydney Managing Director Nicole Taylor said: “DDB is proud to be helping bring Les Binet to Australia. He is renowned for his insights into marketing and advertising, and is someone we can all learn so much from. Together with Peter they are the world’s leading authorities on marketing effectiveness, and their work reinforces DDB’s vision for our clients in Australia.”
EffWeek Australia is proudly presented by The Communications Council, in association with the IPA.
The Effectiveness Summits are supported by DDB and ThinkTV.
* Les Binet to appear at Sydney and Melbourne summits only. Rachel Kennedy to appear in Sydney only.
Event Information:
SYDNEY
Date: Thursday, 31 August 2017
Venue: Australian National Maritime Museum
Members: $350 per person (including GST)
Non-members: $550 (including GST)
MELBOURNE
Date: Thursday, 7 September 2017
Venue: Melbourne Convention and Exhibition Centre
Members: $350 (including GST)
Non-members: $550 (including GST)
PERTH
Date: Monday, 11 September 2017
Venue: State Theatre of Western Australia
Members: $220 per person (including GST)
Non-members: $440 per person (including GST)
Book your place to the Effectiveness Summits now or call 02 8297 3800 for more information.
Please login with linkedin to comment
EdgeLatest News
Cairns Crocodiles The Work: Healthcare Sponsored By Alternaleaf
There is just under a month to go until the inaugural Cairns Crocodiles Awards presented by Pinterest! Today, as our judges deliberate over a year’s worth of hard work, we celebrate some of the incredible entries in the Healthcare category sponsored by Alternaleaf. The Cairns Crocodiles Awards celebrate the best examples of creativity in marketing […]
ThinkNewsBrands To Play A Major Role At CMO ANZ Summit
I think we can all agree that being front and centre is a better place to be than back and off centre.
TV Ratings (09/05/2024): Carlton Beats Melbourne In Nail-biting Win
We venture a bet that viewers had no nails left by the end of this game!
Woolies And Suncorp Marketers On Why Brands Are Investing BIG In Netball
Brands finally understanding the potential of netball in Australia. And that's despite the Matildas' ongoing efforts.
Apple Apologises For ‘Tone Deaf’ Culture Crushing iPad Ad
AI may be the route to a smarter & efficient humankind, but for most of us it means "Shit, I'm going to lose my job!"
TEG Group Nabs Belinda Shaw From Boral
Belinda Shaw certainly not shy of challenge as she shifts from a cement firm over to a ticketing one.
NBL Slam Dunks New Network Ten Broadcast Deal
Do you think shooting hoops would be a better use of your spare time than drinking heavily? Discover the truth here.
Qatar Airways Becomes Partner and Official Cargo Airline Partner of MotoGP
B&T can't recommend Qatar Airlines enough. Qatar itself would give Hell's fires a run for their money such is the heat.
Rebel Bondi Junction Pulls Kangaroos Jerseys From The Shelf
Despite some adverse press, this is probably the correct thing to do by the sports retailer.
Dineamic Rebrands To serve Up Honest Food, Via Bullfrog.
Are ready-meals the new status symbol of the super busy? Much like hands-free phones & wanky personalised number plates?
TikTok Joins Adobe-founded Content Authenticity Initiative (CAI) To Help Combat Misinformation
With all this talk of the Chinese government spying on us, B&T embarrassed we haven't got that much to be spied about.
Cannes In Cairns Delegates Called Upon For AI Reef Challenge
Just by attending Cannes In Cairns you can help save the Reef! Which may offset the damage you do not saving your liver.
Man Of Many Launches Sydney Whisky Month – A Luxe Whisky Fair
Sydney's getting its own whisky month. Topics of conversation to avoid include the Middle East & Peter Dutton's head.
Challenger Signs Three Year Partnership With Sydney Film Festival
B&T loves the Sydney Film Festival & not just because it enables us to wear black turtlenecks & say noir over & over.
Truths & Tensions Of The Modern World: Nature Study Reveals Only 50% Of Aussies Feel Optimistic About The Future
Worrying study finds half of Aussies pessimistic about the future. An overwhelming majority detest the McPlant burger.
Bernard Salt AM On Why The Best Is Yet To Come For The Aussie Ad Industry
The demographer & futurist predicts a rosy future for Australia's ad industry. Alas, no tips for Randwick this Saturday.
Coles’ FightMND Fundraiser Takes Off For Big Freeze 10
As much as B&T applauds Coles on this charity initiative, we do ask for less 'Locomotion' through the in-store stereo.
IAB Australia Calls For Submissions To MeasureUp 2024
The IAB's calling for speaker submissions for its MeasureUp conference. Also looking to loan an overhead projector.
Drive TV & Kia Puts EV9 To The Ultimate Test In New TV Special
Have trepidations about purchasing an EV? This eight-part TV show's for you. Simply can't afford one? Watch on, anyway.
WPC Group & NextGen Jobs Recruit InsideOut For PR Account
As much as you love adland, do you often think you'd be better off had you become a plumber? Prove mum was right here.
“She’s A National Treasure For Australia And A Human Treasure For The Planet” – Warner Bros’ Josh Goldstine on Margot Robbie, Barbie And Marketing
Barbie was undoubtedly the marketing success story of 2023. B&T still leading the 'Margot for PM' calls into 2024.
M&C Saatchi Group Invite Emerging Artists To Create Visions Of A Better Future
Does the bowl of fruit on your kitchen bench need immortalising? Top news as M&C Saatchi's art initiative returns.
Thorpie & Matildas Superstars Join The Amazing Race Australia: Celebrity Edition.
Thought to yourself "that Ian Thorpe fellow's been quiet of late"? 10's celeb edition of Amazing Race is where it's at.
Greenpeace Launches Heartbreaking Call To End Deforestation Via Dropbear
As much as B&T applauds Greenpeace, its ads leave you feeling like you got the gas, water & phone bill on the same day.
Smith’s Unveil New ‘Joy is a Simple Recipe’ Brand Platform Via Goodby Silverstein & Partners
The only thing better than a round of beers arriving is the sight of a bag of Smith's between the drink carrier's teeth.
ABC Launches Two New Channels Combining Kids, Family & General Titles
Among the many joys of having young children is that they will seriously watch any old shit on TV.
Wests Tigers Lose One Million Dollar Sponsorship Deal In Hagipantelis Fallout
The question has to be asked - do Tigers play on an ancient Indian burial ground given their ongoing spate of bad luck?
Ads That Entertain And Surprise Consumers Perform Best In Asia-Pacific – WARC report
New study reveals humorous ads "entertain and surprise consumers". Here's hoping Julia Morris doesn't get any ideas.
Aussie Employees Want AI At Work And Won’t Wait For Companies To Catch Up, Study Finds
Someone has clearly told Aussie workers AI wont steal their jobs, but might help them get to the pub more quickly.
Introducing Sam, Mamamia’s New AI-Powered Programmatic Audio Offering For Brands
Mamamia one of the first indie publishers to be really playing in the AI space. Well, the only one really.
OMA Appoints Motio’s Adam Cadwallader & JCDecaux David Watkins To Board Of Directors
New appointments to the OMA board of directors today. Monthly meetings' finger sandwiches to remain strictly egg or ham.
Bastion’s Harry Roth Selected For Cannes Lions Creative Academy
Bastion's Harry Roth off to this year's Cannes creative academy. May wear his Wallabies jersey to ruffle feathers.
TV Ratings (08/05/2024): Seven Has A Huge Night As News & Quiz Shows Dominate
News & quiz shows dominate last night's TV viewing. Further proof of our interest in the Middle East & steak knives.
Network 10 Wants Government Help To Save Regional Broadcast TV
Could Farmer Wants A Wife help Network Ten out of this mess?
Royalties Generated By Aussie Artists On Spotify Reached Nearly $275M In 2023
Royalties generated by Aussie artists on Spotify in 2023 hit $275 million. Shannon Noll's contribution reached $4.45.
eBay Study: Aussies’ Growing Love For Pre-loved Fashion Soaring To New Heights
New study reveals Aussies' love of second-hand fashion. Meaning it's now very cool to smell of moth balls.