Digital makes traditional advertising ‘work harder’ and marketers need to strike a better balance between short and long term, UK effectiveness expert Les Binet said at an event for DDB Melbourne today.
DDB and The Communications Council are proudly hosting Binet, Adam&Eve/DDB Head of Effectiveness, down under this week showcasing his latest findings around marketing effectiveness in the digital era.
Les Binet is world-renowned for his significant body of work and evidence-based thinking on marketing effectiveness.
Binet’s latest work with Peter Field, ‘Media in Focus’, finds TV is still the most effective medium but online video makes it work even harder, and balancing long term branding building and short term activation is crucial if marketers want to exploit the full potential of marketing in today’s media landscape.
“We’re proud to have Les out from the UK to talk with our key clients and stakeholders. Binet has been hugely influential on DDB’s positioning and reason for being,” DDB Group Melbourne MD Kate Sterling said.
“DDB’s thinking around how to achieve growth in an ‘age of unreason’ is based on Binet’s research, amongst others,” she said.
“We totally subscribe to the unreasonable power of fame and emotion as the emperors of growth, and the profit multiplier effect of building for the long, not the short term – which is evidenced in all of Binet’s research,” Executive Planning Director Ian Forth said.