This Much I've Learned: Les Binet and Peter Field on 10 years of the Long and Short of It

This podcast episode explores the teachings of Les Binet and Peter Field, known as the godfathers of effectiveness in marketing, as they discuss their book "The Long and Short of It." The book challenges traditional beliefs about advertising and highlights the importance of balancing long and short-term effects. The episode delves into the significance of emotional messaging in advertising and the shift in marketing strategies from brand building to performance marketing. It also discusses the evolution of performance marketing and brand building strategies, the challenges of building brands online, and the importance of measuring the right metrics. The speakers emphasize the value of reach and the role of brand building in the B2B sector. The conversation concludes with reflections on the impact and legacy of "The Long and Short of It."