“The Long and the Short of It” is probably the most famous of all IPA Reports. For many, it changed the shape and understanding of how advertising works, whilst also heralding the new evidence-based approach to marketing communications - and the industry has never looked back.
Here we welcome the Godfathers of Effectiveness back on stage to discuss what went into this seminal publication.
Speaker
- Alison Hoad, CSO, Publicis • Poke (moderator)
- Les Binet, Group Head of Effectiveness, adam&eveDDB
- Peter Field, Consultant, Peter Field consulting