This new publication from Les Binet and Peter Field is the second in a series about Marketing Effectiveness in the Digital Era, and it doesn’t disappoint! As the number of cases providing quantitative evidence for the IPA Databank grows with each successive IPA Effectiveness Awards season, so the learning becomes richer and more nuanced. Effectiveness in Context is a veritable manual for brand building, relating theory to practice, built on how people choose and buy brands. It takes the general rules of thumb established in Media in Focus and demonstrates how to apply them according to market category, business model, brand life stage and size. It also identifies some surprising modifications to established best practice.