Peter Field – “the Godfather of Effectiveness” – wrote a seminal paper about advertising in a recession called Advertising in a Downturn
If you missed the webinar on April 21, you can watch the video here.
Peter started his career in advertising as a strategic planner; he been a marketing consultant for over 20 years. Effectiveness case study analysis underpins much of his work, which includes a number of important marketing and advertising texts: Marketing in the Era of Accountability, The Long & The Short of it, Media in Focus, and Effectiveness in Context (written in partnership with Les Binet). His latest publication is The Crisis in Creative Effectiveness.
Peter writes and speaks regularly around the world about marketing effectiveness. He is an Honorary Fellow of the UK Institute of Practitioners in Advertising.