I compiled the most important and useful charts in the work of advertising’s ‘Godfathers of Effectiveness’, Les Binet & Peter Field, in this piece, first published by the IPA in 2018.
Please download them, use them, share them.
No two individuals in the history of advertising have done as much to uncover its overall commercial impact as Les Binet & Peter Field.
For people who care about advertising effectiveness, doing our jobs without their work is inconceivable. They have provided so much evidence of so many fundamentals: the strong relationship between share of voice and share of market, the causal link between levels of creativity and advertising’s effectiveness, the need to balance long-term brand-building with short-term sales activation, the exceptional commercial impact of emotional and fame-driving communications, to name just a few.
But if I had one wish, it would be that their work was even more famous, could make even more of a difference to even more marketers and their brands, especially to people who are specialists in performance marketing and social channels, who may not have been brought up on their work.
Which is why I wanted to select my own ‘Greatest hits’ from their huge back catalogue. These are the charts that have proved most popular with strategists, and most enduring and useful in persuading CMOs, CEOs and wider stakeholders of the commercial value of brand-building communications. Here they are:
Tom Roach 
18 replies on “The Greatest Hits of Binet and Field”
[…] are rediscovering the long-term benefits of building brands. The work of Binet & Field and others have shown that brands that focus only on immediate sales can cut into their brand […]
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Whats the difference between business effects and total effects on the slide – The broader the reach, the broader the effect? Could you explain that slide?
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[…] Here is a summary of their research from Tom Roach’s blog post on the Greatest Hits of Binet and Field: […]
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[…] on which channels to focus on.Here is a summary of their research from Tom Roach’s blog post on the Greatest Hits of Binet and Field:Historically, share of voice has driven share of market. If share of voice is greater than share of […]
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[…] question. Because that’s the job of advertising and the way it works best is the answer. So, Binet and Field are very clear about this. There’s a couple of pieces we have to build before we can get to […]
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[…] heeft Ronald van Schaik van Kaliber Interactive het over onderzoek van Binet en Field, dat aantoont dat ‘een goede mix tussen branding en activatie’ de sleutel is tot […]
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[…] Đây là bản tóm tắt nghiên cứu của họ từ bài đăng trên blog của Tom Roach trên Những lần truy cập vĩ đại nhất của Binet và Field: […]
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[…] Aquí hay un resumen de su investigación de la publicación de blog de Tom Roach sobre los grandes éxitos de binet y field: […]
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[…] pretty awesome credit from Tom Roach on his blog post, The Greatest Hits of Binet and Field (which includes a PDF of Binet and Field’s best tables). And that’s saying a lot given […]
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[…] now on mobile, the argument goes, marketers should make mobile marketing their priority. But, with marketing effectiveness at an all-time low – thanks in part to a preoccupation with tactical campaigns fueled by siloed thinking – the […]
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[…] we need to make the board believe it. It’s all very well and good putting in the same (excellent) Binet and Field charts and graphs on neuroscience — but it still doesn’t convince your average commercial director that their […]
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[…] here’s a fun trick—use numbers to push back on the dominance of numbers. The effectiveness work of Binet and Fields is a great place to […]
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[…] to Binet and Field, most of us now recognize that this is not an either/or situation. But the allure of this false […]
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[…] on evidence instead of hype, Bergsma took inspiration from leading thinkers like Byron Sharp and Binet and Fields. But, crucially, he assembled his own model by combining elements from various sources rather than […]
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[…] và nguồn lực hạn chế trong vài năm qua. Tôi muốn chỉ ra Ehrenberg Bass và Binet và Field —tất cả những thứ tốt đó đang nổi lên ở Adland trong vài năm qua, đó là […]
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[…] here’s a fun trick—use numbers to push back on the dominance of numbers. The effectiveness work of Binet and Fields is a great place to […]
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[…] Here is a summary of their research from Tom Roach’s blog post on the Greatest Hits of Binet and Field: […]
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[…] years later, the Attention Economy is alive and kicking. Marketers have long known that (thanks to Binet and Field) that share of voice was one of the best leading indicator of share of […]
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