Articles by Peter
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Marketing in Recession – How are we doing?
Marketing in Recession – How are we doing?
By Peter Field
Activity
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The “horrific” waste of money that is spent advertising on “dull” media will be revealed later this year in the findings of a breakthrough new study…
The “horrific” waste of money that is spent advertising on “dull” media will be revealed later this year in the findings of a breakthrough new study…
Liked by Peter Field
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HUGE ANNOUNCEMENT: System1 and Effie Worldwide have partnered to unlock the future of creative effectiveness. The Effie Awards Databank is one of…
HUGE ANNOUNCEMENT: System1 and Effie Worldwide have partnered to unlock the future of creative effectiveness. The Effie Awards Databank is one of…
Liked by Peter Field
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The Long & The Short Of It (Les Binet & Peter Field) is, as far as I am concerned, the seminal read for marketeers in both B2C and B2B. So, kudos to…
The Long & The Short Of It (Les Binet & Peter Field) is, as far as I am concerned, the seminal read for marketeers in both B2C and B2B. So, kudos to…
Liked by Peter Field
Publications
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The Crisis in Creative Effectiveness
IPA
Revealing the growing damage to creative effectiveness caused by short-termism and arguing for a rethink in creative awards
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Eat Your Greens (chapter 4: Short-termism is killing effectiveness)
APG
An eclectic and thought-provoking collection of essays from marketing thought-leaders. Edited by Wiemer Snijders
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Why aren’t we doing this?
Comms Council New Zealand
A cautionary review of the case for brand building and how to do it.
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Selling Creativity Short
IPA
This report first revealed the damage of short-termism to creative effectiveness
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Harnessing the Power of Creativity
ADMA Australia
An update of previous reports; revealing the growing threat to creativity posed by short-term metrics
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The Link Between Creativity and Effectiveness edition 2
ADMA Australia
An update of the previous report featuring the latest case studies
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The Link Between Creativity and Effectiveness
ADMA Australia
An all-Australian examination of the link using data from the ADMA awards database
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The Link Between Creativity and Effectiveness
IPA
Update of previous report with more detail on how creativity works
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The Link Between Creativity and Effectiveness
IPA
A pioneering fusion of creative awards data and effectiveness data, the first published study to ever show the link
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Advertising in a Downturn
IPA
A summary of expert opinion on best practice in advertising during recession. Published to guide businesses through the Global Financial Crisis.
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Sage Handbook of Advertising (chapter 3.4: learning from case studies of effectiveness)
Sage
The first published use of the IPA databank. Edited by Tellis & Ambler
More activity by Peter
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Advertising is an ecosystem that continually evolves to 'follow the money'. So the way it evolves, while it may be profitable for many, is not…
Advertising is an ecosystem that continually evolves to 'follow the money'. So the way it evolves, while it may be profitable for many, is not…
Liked by Peter Field
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In today's The Growth Agenda: Jere Calmes, the CEO of THE ICONIC, sat down in his second Australian interview to share his strategy for creating…
In today's The Growth Agenda: Jere Calmes, the CEO of THE ICONIC, sat down in his second Australian interview to share his strategy for creating…
Liked by Peter Field
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BOOM!! Uncensored CMO hits 1million In all honesty I find this slightly mind blowing and I never imagined when I started the podcast I would be…
BOOM!! Uncensored CMO hits 1million In all honesty I find this slightly mind blowing and I never imagined when I started the podcast I would be…
Liked by Peter Field
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Well that’s a wrap, as they say. Two years after starting the Masters course at the Cambridge Institute for Sustainability Leadership (CISL), I’ve…
Well that’s a wrap, as they say. Two years after starting the Masters course at the Cambridge Institute for Sustainability Leadership (CISL), I’ve…
Liked by Peter Field
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In case you’ve missed my OOH ramblings, & I thank you if you have (!!), it has been a really busy few months. The key overarch takeout has been the…
In case you’ve missed my OOH ramblings, & I thank you if you have (!!), it has been a really busy few months. The key overarch takeout has been the…
Liked by Peter Field
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Great coverage Marketing Week and Daryl Fielding - I love (and support) the work of the The Marketing Academy Foundation it’s much needed to improve…
Great coverage Marketing Week and Daryl Fielding - I love (and support) the work of the The Marketing Academy Foundation it’s much needed to improve…
Liked by Peter Field
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Global PC outage. Kit Kat & Decathlon had the same idea. We've tested both with real people. One of these is in the top 10% for long-term creative…
Global PC outage. Kit Kat & Decathlon had the same idea. We've tested both with real people. One of these is in the top 10% for long-term creative…
Liked by Peter Field
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Is Advertising making a comeback? It never left, apparently. This was the central theme of a panel I hosted in Cannes for RTL AdConnect with three…
Is Advertising making a comeback? It never left, apparently. This was the central theme of a panel I hosted in Cannes for RTL AdConnect with three…
Liked by Peter Field
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Does this mean I get to put my fees up? #7 in the "best of the best" independent consultants. Thankyou B&T, very kind of you. Jeff Estok and Sangeeta…
Does this mean I get to put my fees up? #7 in the "best of the best" independent consultants. Thankyou B&T, very kind of you. Jeff Estok and Sangeeta…
Liked by Peter Field
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Absolutely love this new column from Faris Yakob on 'quantum advertising' and the trouble with presenting advertising outcomes, including creative…
Absolutely love this new column from Faris Yakob on 'quantum advertising' and the trouble with presenting advertising outcomes, including creative…
Liked by Peter Field
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If you watch one thing today, make it this powerful webinar ‘The Extraordinary Cost of Dull’, in which Jon Evans of System1, Adam Morgan of…
If you watch one thing today, make it this powerful webinar ‘The Extraordinary Cost of Dull’, in which Jon Evans of System1, Adam Morgan of…
Liked by Peter Field
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Don't waste precious media $ with boring creative! - lean into emotion - be distinctive - track! - test! - READ THE REPORT - Thank you Jon Evans…
Don't waste precious media $ with boring creative! - lean into emotion - be distinctive - track! - test! - READ THE REPORT - Thank you Jon Evans…
Liked by Peter Field
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Since you'll wear headphones all summer anyway, why not return to work refreshed AND smarter? This is my annual reminder to check out my list of…
Since you'll wear headphones all summer anyway, why not return to work refreshed AND smarter? This is my annual reminder to check out my list of…
Liked by Peter Field
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Absolutely buzzing to pick up Thinkbox award for TV ad planning AND the esteemed Grand Prix yesterday for our work with People's Postcode Lottery and…
Absolutely buzzing to pick up Thinkbox award for TV ad planning AND the esteemed Grand Prix yesterday for our work with People's Postcode Lottery and…
Liked by Peter Field
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There are so many big names coming up on That's What I Call Marketing this summer, I had to book a 48 Sheet to fit them all in.
There are so many big names coming up on That's What I Call Marketing this summer, I had to book a 48 Sheet to fit them all in.
Liked by Peter Field
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Your daily reminder that Big Oil spends 99% of its advertising budget promoting alternative energy and exactly the same amount of its overall mining…
Your daily reminder that Big Oil spends 99% of its advertising budget promoting alternative energy and exactly the same amount of its overall mining…
Liked by Peter Field
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