Want to create an interactive transcript for this episode?
Podcast: Uncensored CMO
Episode: The Long and the Short of It - Peter Field
Description: Peter Field has spent 15 years as a strategic planner in advertising and has been a marketing consultant for the last 20 years. His pioneering work on the link between creativity and effectiveness – such as Media in Focus with Les Binet - has earned Peter a global reputation as one of the Godfathers of Effectiveness. What we covered in this episode:How he become ‘Godfather of effectiveness’Getting fired from two agencies The evidence based approach to marketingCreating the IPA database Origin of The Long and Short of It The curse of short term thinking Why brands take time to bu...