S2. Ep. 16: 10 Years on: Peter Field & The Long and Short Of It.

Peter Field discusses 10 years of the Long and Short Of It. Peter is known as one of the two Godfathers of Effectiveness - along with Les Binet. And that comes down to the work they have done over the past ten years+ to push for more effective marketing through evidence from the IPA database. Peter and Les authored the influential Long and Short of It Balancing Short and Long-Term Marketing Strategies. And Peter joins me today to mark the 10th anniversary of that publication. We talk about

what led to the writing of the book,

the context of when it was written,

some misconceptions and frustrations

some things that are holding firm 10 years on.

This is a wonderful episode with someone who has truly re-shaped marketing for the better.

Find all previous episodes on www.thatswhaticallmarketing.com, or follow us on instagram @thatswhaticallmarketing and on twitter @thats_marketing. And now you can watch our episodes back on You Tube, search for thatswhaticallmarketing

Hosted on Acast. See acast.com/privacy for more information.