DDB is proudly hosting UK effectiveness expert and adam&eve/DDB head
of effectiveness Les Binet in Melbourne this week, showcasing latest
findings around marketing effectiveness in the digital era.
Binet's latest work with Peter Field, 'Media in Focus', reinforces the
importance of traditional advertising along with digital, and long term
strategies for brand building.
Key findings:
- The digital revolution has increased the potential effectiveness of most forms of marketing, including traditional media
- Balancing long term branding building and short term activation is crucial
- TV is still the most effective medium, but online video makes it work even
harder.
- Marketers need to strike a better balance between short and long term if they
want to exploit the full potential of marketing in today's media landscape.
Says
Kate Sterling, managing director, DDB Group Melbourne: "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's thinking around how to achieve growth in an 'age of
unreason' is based on Binet's research, amongst others, and challenges
the long standing premise that growth is anchored to a consumer who
makes reasonable and logical decisions."
"People are highly
unreasonable, they always have been.We fiercely believe real, tangible
growth rarely comes from acting reasonably."
DDB Melbourne
executive planning director Ian Forth said businesses that are
interested in profitable growth can learn a lot from Binet's work: "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."
"As a result, DDB has created three new rules that
challenge the prevailing and popular views on how brands grow, namely 1.
Culture Dwarfs Category, 2. Feelings Conquer Thinking, and 3. Long Term
as well as Short Term."