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Les Binet and Peter Field

Les Binet · Peter Field · Binet and Field · The Long and the Short of It

Les Binet and Peter Field are the research duo who put the effectiveness of marketing communications on a data footing. Their analyses of hundreds of awarded cases from the IPA Effectiveness Databank produced the discipline's best-known rules of thumb: brand building and activation work differently and need each other, the optimal budget split averages around sixty-forty, and emotional campaigns beat rational ones over the long run. Their work gave marketers a shared, numerical language toward the financial leadership for the first time. The methodological caveat belongs in the record: the databank contains submitted success stories, and averages across cases are context-dependent guides, not laws.

Key work The Long and the Short of It (2013); Effectiveness in Context (2017)

Binet & Field · The 60/40 split

Covered in

A1

A1-11 The Ehrenberg-Bass Playbook, Appliedstill locked

A1-12 Penetration AND Loyalty — The Synthesisstill locked

A2

A2-01 What Does 'Effective' Actually Mean?still locked

A2-02 The Long and the Short of It: The Evidencestill locked

A2-03 Fame, Emotion and Activationstill locked

A2-04 Lemon: Left Brain, Right Brain and the Flattening of Advertisingstill locked

A2-05 Testing Creative the System1 Waystill locked

A2-06 Creative Commitment and the Effectiveness Ladderstill locked

A2-07 The Pretesting Debatestill locked

A2-09 Wear-Out, Wear-In and the Power of Consistencystill locked

A2-10 The Creative Brief as Synthesis (Capstone)still locked

A3

A3-01 What Media Evidence Can and Cannot Tell Youstill locked

A3-03 ESOV as the Planning Anchorstill locked

A3-05 Channel Synergy and the Multiplierstill locked

A3-09 The Short-Term Bias of Dashboardsstill locked

A3-10 Setting the Budget: From Rule of Thumb to Defensible Numberstill locked

A3-12 Capstone: The Media Plan on Trialstill locked

Show all 107 mentions

A4

A4-06 Promotions and Their Long-Term Damage: The Ehrenberg-Bass Evidencestill locked

A5

A5-05 Brand vs. Activation in B2B — the B2B Institute Datastill locked

A5-10 Measuring the Long Cycle — the B2B Growth Audit (Capstone)still locked

A7

A7-09 Launch Metrics and the Product–Marketing Partnership — One Scoreboardstill locked

A7-10 The Launch Audit — Capstonestill locked

A8

A8-06 Retail Media — Big Money, Young Evidencestill locked

A8-07 Promotion Pressure — What Fifty Years of Purchase Data Say About the Dealstill locked

A8-08 Capstone — Omnichannel Is Not a Channel Strategy but One Shelfstill locked

A9

A9-04 AI in Media Buying — the Targeting Temptation Returnsstill locked

F1

F1-01 What is Marketing?§ 5. The Art and Science of Marketing

F1-03 Marketing vs. Sales vs. Communications§ 3. The Time Horizon Problem

F1-06 What Marketers Actually Do§ Sources

F1-07 The Seven Misconceptions About Marketing§ Misconception 5: "Purpose-Driven Brands Outperform"

F1-08 Integration: the marketer§ Sources

F2

F2-02 System 1 and System 2still locked

F3

F3-01 What Market Research Actually Is§ Part 5: The Hierarchy of Evidence

F3-03 Quantitative Research — Measuring the Whatstill locked

F3-08 From Data to Insightstill locked

F3-09 Data Literacy and the Modern Marketing Stackstill locked

F3-10 Integration: the researcherstill locked

F4

F4-02 Segmentation — Dividing Markets That Don't Want to Be Dividedstill locked

F4-03 Targeting — The Great Mass vs Niche Debatestill locked

F4-04 The Penetration Imperative — the leader disciplinestill locked

F4-09 STP in B2B Marketsstill locked

F4-10 STP in the Digital Agestill locked

F5

F5-01 What is Brand Equity?§ 4. The Both/And: Brand as Asset AND Cost Centre

F5-12 Brand in the Digital Agestill locked

F5-13 Brand Valuation & the CFO Conversationstill locked

F5-14 Integration: the brandstill locked

F6

F6-06 Promotion: Communications Within the Mixstill locked

F7

F7-01 Communications strategy — System 1, social phenomenon, and the diagnostic questions§ 60/40 as median, not law

F7-02 The IPA Databank: What the Evidence Actually Saysstill locked

F7-03 The Long and the Short of Itstill locked

F7-04 Creative Effectiveness: Why the Ad Matters More Than the Media Planstill locked

F7-05 Emotional vs. Rational: The Brain Science of Advertisingstill locked

F7-06 The Attention Economystill locked

F7-07 Lemon and Look Out: Right Brain vs. Left Brain Advertisingstill locked

F7-08 Media Planning Principlesstill locked

F7-09 ESOV and Share of Voicestill locked

F7-10 Digital Communications in Contextstill locked

F7-11 Briefing and Evaluating Creative Workstill locked

F8

F8-01 What Digital Marketing Actually Is§ The Evidence the Separation Fails

F8-02 The Fundamentals Still Applystill locked

F8-03 Search — Intent vs Demand Generationstill locked

F8-04 Social Media — Reach, Attention, and the Engagement Mythstill locked

F8-06 Digital Attribution — The Great Measurement Liestill locked

F8-09 Digital in the Mix — Integrating, Not Isolatingstill locked

F8-10 Integration: the digital marketerstill locked

F9

F9-02 ROI, ROMI, and the Measurement Trapstill locked

F9-04 CAC, Payback, and the Performance Marketing Illusionstill locked

F9-05 Marketing Budgeting — SOV, ESOV, and the Share Lawsstill locked

F9-06 The Business Case for Marketing Investmentstill locked

F9-08 Integration: the marketing-finance strategist — the diagnosis spreadsheetstill locked

F10

F10-03 The Agency Business Model Problemstill locked

F10-04 The Brief — Where Most Marketing Fails Before It Startsstill locked

F10-05 Evaluation and the Art of Feedbackstill locked

F10-07 The Marketing Team as Systemstill locked

F11

F11-01 What Marketing Ethics Actually Is§ The evidence: regulation, trust, and the long-term effects of lying

F12

F12-03 The Strategic Plan vs the Annual Planstill locked

F12-04 Objectives, KPIs, and the Alignment Problemstill locked

F12-05 The STP Core — Segmentation, Targeting, Positioning in Practicestill locked

F12-06 Budget, Allocation, and the 60/40 Rulestill locked

F12-07 The Tactical Bridge — Translating Strategy to the Mixstill locked

F12-08 Execution Quality — Why Most Strategies Fail in the Doingstill locked

F12-09 Measurement, Feedback Loops, and Adaptive Strategystill locked

M1

M1-01 The Portability Test — Which Laws Travel and Which Do Notstill locked

M1-06 Churn, Retention and the Leaky Bucketstill locked

M1-09 Trust and Availability in Low-Interest Categoriesstill locked

M1-10 Marketing Inside the Regulatory Perimeterstill locked

M1-12 Being Remembered Between Purchasesstill locked

M1-16 Marketing Under Ethical and Regulatory Constraintstill locked

M2

M2-01 Why leadership literature needs a warning labelstill locked

M2-06 Marketing's seat at the capital-allocation tablestill locked

M2-07 Building an effectiveness culturestill locked

M2-10 The bothist marketing leaderstill locked

M4

M4-01 How Do We Know Effectiveness Is Declining? — A Meta-Openingstill locked

M4-02 The Evidence — IPA Databank Trends Since 2006still locked

M4-04 60/40 Revisited — Median, Not Lawstill locked

M4-06 Creative Quality as Effectiveness Multiplier — The Evidencestill locked

M4-07 Procurement, Zero-Based Budgeting and the Erosion of Marketing Budgetsstill locked

M4-10 Rebuilding the Effectiveness Culture — What a CMO Does Tomorrow (Capstone)still locked

M6

M6-01 The case-study method: a user manual before usestill locked

M6-02 Cadbury Gorilla: fame without a product messagestill locked

M6-03 Guinness Surfer: brand building before the databankstill locked

M6-05 Old Spice: virality and the attribution questionstill locked

M6-07 John Lewis Christmas: consistency as strategystill locked

M6-10 Dumb Ways to Die: awards versus behaviourstill locked

M6-14 Airbnb: the pivot from performance to brandstill locked

M6-15 Dollar Shave Club: the fairytale and the invoicestill locked

M6-30 Capstone: what does generalise across 28 cases?still locked

Appears in F7 · A2 · A3 · M4

Related concepts

Brand building and activation 60/40 rule ESOV

Referenced by

IPA Effectiveness Databank

Sources

Les Binet & Peter Field (2013)
Les Binet & Peter Field (2017)

Machine-written definition; editorial curation in progress.