Peter Field

Yeah, exactly, yeah.

So I worked very closely with a guy called Peter Field, and together we did a lot of analysis on what are the kind of factors that make advertising successful, basically.

general principles.

And I suppose one of the things that people will kind of have attached to my name in their heads is the idea that emotional Almost straight away, I want to qualify this, but people will think, Les and Peter are about the power of emotion in advertising.

makes sense.

About then.

The first book that I wrote with Peter Field, we wrote from 2006 to 2007.

And actually, this makes clear the point about rationality.

And I think we all come from a place of wanting to justify that spend, but I think sometimes it's hard for marketers to get there.

We talk about how marketing works on two timelines, stealing language from Les Bonet and Peter Field with the long and the short of it.

And I think it's a great idea in theory.

But like I said, we struggle to do that sometimes.

So a lot of above the line media works best at brand building, at the longer term stuff.

And there's a huge amount of work being done by the likes of Les Bennett and Peter Field, who wrote a thing back in about 2008 called The Long and the Short of It.

which is the biggest study into effectiveness, award-winning case studies ever undertaken.

Something like 30,000 case studies.

because of this tendency to pray at the altar of performance.

One set I was just pulling together recently was, if you think about the long and the short of it from Les Bennett and Peter Field, the rule of thumb is that you should have about 60% of your dollars going to brand building and 40% going to performance or activation.

And at least in the US, we are currently at a 70-30 split the other way.

70% performance, 30% brand building.