Go Big or Go Home by Les Binet and Will Davis challenges the marketing industry’s growing obsession with efficiency and short-term tactics, arguing that this “small thinking” is undermining long-term effectiveness and profit.
Drawing on IPA Databank evidence, industry research and real-world case studies, the report provides a practical framework for balancing brand and performance activity, optimising media and creative strategies and setting budgets based on profit rather than ROI.
This publication makes a compelling case for thinking bigger in an increasingly fragmented, AI-driven media landscape. This is essential reading for marketers seeking to drive sustainable growth through effectiveness rather than efficiency.