1 September 2017

Digital makes traditional advertising ‘work harder’ – effectiveness lessons in the digital age via Les Binet

Digital makes traditional advertising ‘work harder’ and marketers need to strike a better balance between short and long term in the digital age, UK effectiveness expert Les Binet said at an event for DDB Sydney on Friday.

DDB and The Communications Council are proudly hosting Binet, Adam&Eve/DDB Head of Effectiveness, down under this week showcasing 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 that, contrary to popular opinion, 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.

“Businesses that are interested in profitable growth can learn a lot from his work, and we’re proud to have brought him out to talk with our key clients and stakeholders,” DDB MD of Strategy and Innovation Leif Stromnes said.

“DDB’s unreasonable growth thinking is based on much of Binet and Field’s research over the years, and 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,” he said.