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Peter Field hits back at 'hysterical' brand purpose critics: read his letter in full

After the backlash for an Institute of Practitioners in Advertising paper endorsing the effectiveness of brand purpose campaigns, author Peter Field has now issued his own riposte to what he describes as a "hysterical" industry reaction to his research. Read his full letter below.

United-kingdom
Simon-mcevoy
Giles-edwards
Mark-ritson
Richard-shotton
Peter-field
Thom-binding
Effworks-global
Brand-purpose
Rand-strategy

Research reveals major gap between client and agency perception of briefing process

Clients and agencies are on different planets when it comes to how they perceive the effectiveness of the briefing process, according to research.

Australia
Hong-kong
Australian
Deutsch-los-angeles
Andreas-krasser
Jo-royce
Jason-lonsdale
Paul-feldwick
Matt-davies
Unilever
Group-hong-kong
Betterbriefs-project

Online ads not anathema to effectiveness, according to Arc study

Optimum split is 55% spent offline and 45% spent online.

Myriam-jessier
Advertising-research-community
Effworks-global
Magic-numbers

IPA EffWorks: third of budgets wasted due to poor briefing and bad comms

Report reveals 'staggering and uncomfortable truths' about the confusion, misalignment and miscommunication between marketers and agencies.

Australia
Australian
Matt-davies
Effworks-global
Betterbriefs-project

IPA debut research finds brands and agencies need 'effectiveness roadmaps'

IPA debut research finds brands and agencies need 'effectiveness roadmaps'
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Effectiveness-culture-monitor
Effworks-global