Godfather of Effectiveness Peter Field to put 'Marketing Effectiveness on Trial' at WA summit

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Effectiveness in the digital era will be top of the agenda this year, as The Communications Council welcomes a stellar line-up of industry heavyweights, including one of the world's leading authorities in marketing effectiveness Peter Field (pictured), to Australia for a series of summits. 

Proudly presented by The Communications Council in association with the Institute of Practitioners in Advertising (IPA), this year's EffWeek Australia program will be the biggest yet with three summits, two IPA Residential Courses, 20 bespoke in-house member agency events held in three capital cities, and with the 2017 Effie Awards in Sydney.  

The Effectiveness Summit - Marketing Effectiveness on Trial - will be held in Perth at the State Theatre on September 11. 

Field is scheduled to present the findings from his newly released IPA report, co-authored with Les Binet, titled Media in Focus: Marketing Effectiveness in the Digital Era. The report challenges the industry to reconsider approaches to efficiency in the changing media landscape. 
Based on their meta-analysis of IPA's Databank - a database of advertising case studies submitted to every IPA Effectiveness Awards competition since 1980 - Field and Binet found that short-term measurement or 'short-termism' is undermining effectiveness in marketing, to the detriment of brands and their profit growth.

Tony Hale, CEO of The Communications Council, said, "Thanks in part to the sell-out success of last year's program we are thrilled to welcome back Peter, who is presenting the report findings outside the UK for the first time. This is a not-to-be missed opportunity, not only with Peter, but also to hear from renowned industry thinkers and leaders who are converging on Perth for our Effectiveness Summit. It is a chance for agency marketers to challenge themselves, and to ensure they are equipped for the marketplace of tomorrow." 

Other WA confirmed speakers include: 
  • Mark Earls aka Herdmeister, who will reveal key findings from the latest #IPASocialWorks report, which includes a guide on leveraging social insight for success;
  • Professor Karen Nelson-Field, international digital media authority and professor at University of Adelaide, Founder of Media Intelligence Co, and winner of News Corp's Women in Innovation award.
Off the back of the IPA report findings, Field says that there has never been a better time to return to Australia and revisit the key principles of effectiveness in the planning and creative processes. 

Field said: "By ignoring the enduring effectiveness truths of the changing media landscape, businesses are undermining the tremendous potential of the new tools at the marketer's disposal. To remedy this, marketers should return to a more balanced perspective on long versus short-term objectives, with around 60% long-term brand building and 40% short-term activation still the best combination." 

"On the flip side, the digital revolution has increased the potential effectiveness of most forms of marketing, including traditional media, and provided that agencies invest at the right level, and in the right way, mass marketing is working better than ever." 

Field has more than 30 years' experience in planning and consultancy and has co-authored highly-respected marketing and advertising texts, including: Marketing in the Era of Accountability, The Long & The Short of it, Brand Immortality, and The Link Between Creativity and Effectiveness. He is one of the authors of the world's leading online qualification for advertising effectiveness, the IPA Eff Test, available exclusively in Australia through The Communications Council professional development program. 

EffWeek Australia is proudly presented by The Communications Council, in association with the IPA. The Effectiveness Summits are supported by DDB and ThinkTV. 

Date: Monday, 11 September 2017 
Venue: State Theatre of Western Australia
Members: $220 per person (including GST)
Non-members: $440 per person (including GST)

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