BINET AND DAVIS: MARKETERS WATCH ROI, BUT BUDGET SIZE IS MORE IMPORTANT

17. 10. 2025 | 4 min read Larger budgets have eight times more impact on effectiveness than focusing on campaign return on investment (ROI). That's according to new research from the IPA, led by Les Binet and Will Davis.

MARKETERS’ EFFICIENCY AND EFFECTIVENESS DISCONNECT RISKS ‘DEATH SPIRAL’, LES BINET WARNS

7. 10. 2025 | 3 min read Marketers appear to be misdiagnosing their challenge by optimising for efficiency rather than for profitability, according to a new research collaboration by Les Binet and Will Davis, chief data officer at Medialab.

LES BINET: AVOID PUSHING BRAND AND PERFORMANCE AT THE SAME TIME

13. 7. 2024 | 3 min read Both brand building and performance advertising are vital for growth, but it’s a mistake to try to do two jobs at once, argues effectiveness expert Les Binet.

OMNICONNECT WILL FOCUS ON ATTENTION, KAREN NELSON-FIELD WILL PERFORM

9. 4. 2024 | 3 min read The second edition of the OmniConnect conference will focus on attention and how the attention approach is influencing creativity, communication and media planning.

MOOD MATTERS: REACHING TV VIEWERS AT THE RIGHT MOMENT

30. 5. 2023 | 8 min read Reaching people in positive moods can boost the likelihood that people notice, like and believe our ads. So why do so many marketers ignore its power? Joanna Stanley looks at the behavioural science behind mood, and offers ideas to optimise your next campaign.

LES BINET’S FIVE KEYS TO MAXIMISING PROFIT IN TOUGH TIMES

15. 5. 2023 | 3 min read Despite the threat of recession, marketers are not powerless to drive growth, as a new video series from the renowned effectiveness expert explains.

THE DEMISE OF LINEAR TV IS GREATLY EXAGGERATED

15. 4. 2023 | 4 min read Are we really looking at the end of linear TV? Certainly, the signs don’t seem good if you read headlines about cord-cutting and network and cable ratings declines.

BRAND-BUILDING ADS BOOST SHORT-TERM SALES, AND NOW YOU CAN PROVE IT

1. 2. 2023 | 19 min read Ten years since The Long and the Short of It was published, new evidence shows that while sales-driven ads deliver few long-term effects, brand advertising achieves both.

BRAND-BUILDING ADS BOOST SHORT-TERM SALES, AND NOW YOU CAN PROVE IT

1. 2. 2023 | 19 min read Ten years since The Long and the Short of It was published, new evidence shows that while sales-driven ads deliver few long-term effects, brand advertising achieves both.

WHY EVALUATION IS A KEY COMPONENT TO COMMUNICATIONS PLANNING

27. 1. 2023 | 7 min read Channel 4's Bansri Shah explores why evaluation not only provides the evidence to justify investment into advertising but ensures that money is being spent in the most effective way to ensure continued growth for a brand as part of the IPA Advanced Certificate in Communications Planning. Half my advertising spend is wasted; the trouble is, I don't know which half. John Wanamaker

NOVEMBER’S CHART OF THE MONTH: DURING TIMES OF ECONOMIC UNCERTAINTY, TAKE ADVANTAGE OF COST-EFFECTIVE MEDIA

16. 11. 2022 | 2 min read Given the current economic climate, marketing budgets are increasingly under pressure with every investment needing to be justified.

TV IS AT THE HEART OF CREATIVE EFFECTIVENESS

10. 3. 2021 | 2 min read In advertising, we have always known anecdotally that strong creativity leads to success, but there was little proof of the relationship until 2010, when the IPA, in association with Thinkbox, published 'The link between creativity & effectiveness' (updated in 2011).

THE LONG AND SHORT OF CTV: TURNING THE PROMISE OF SMART TV ADVERTISING INTO A REALITY

24. 7. 2020 | 5 min read In The Long and Short of It, Binet and Field famously posited that brands should aim for a 60:40 split between brand building and performance driving activities to effectively market themselves. For a long time marketers looked to gain the ideal equilibrium between the two to reach consumers effectively, and TV has always been the golden channel providing the best way to build a brand at scale, with other digital channels giving a home to performance marketing.

PETER FIELD: BRANDS HAVE TO INVEST DESPITE THE CRISIS, OTHERWISE THEY WILL GO WEAK

28. 5. 2020 | 3 min read Investment advantages grow faster in recession, says the expert Peter Field based on experience gained in the previous crisis in 2008/2009.

THE VALUE OF TV IN THE TIME OF CORONAVIRUS

26. 3. 2020 | 5 min read TV advertising has an important role to play in keeping commerce going through the coronavirus crisis.

MARKETING SUPERSTAR MARK RITSON WILL START HIS EUROPEAN TOUR IN PRAGUE

4. 9. 2018 | 4 min read The Association of Commercial Televisions has been continuing their education activities by organizing third conference aimed at marketing professionals in the fall. For the first time they will join forces with the Slovakia’s Association of Independent Radio and TV Stations (ANRTS) to give Czech and Slovak marketers the opportunity to hear one of the most outstanding contemporary marketing experts, Australian professor Mark Ritson, live. In addition to him, the conference “Boost Your Media Performance“ will host the head of research at Thinkbox, GB, Nicole Greenfield-Smith, marketer Chris Goldson from the British commercial leader ITV, and other representatives of Czech and Slovak advertisers, who will speak about up-to-date topics within the client panel. Petr Šimůnek will be the host of the conference.