Summaries
Authors
- Alan Cooper 1
- Andrew Boulton 1
- Andy Nairn 1
- Byron Sharp 2
- Cass Sunstein 1
- Cathy O'Neil 1
- Daniel Kahneman 1
- Dave Trott 1
- David A. Aaker 1
- George Lois 1
- James Hurman 2
- James Webb Young 1
- Jenni Romaniuk 1
- Jerry Z. Muller 1
- John Hegarty 1
- Jon Lombardo 2
- Jon Steel 1
- Les Binet 3
- Malcolm Gladwell 1
- Orlando Wood 1
- Paul Arden 1
- Paul Feldwick 1
- Peter Field 3
- Peter Weinberg 2
- Phil Barden 1
- Richard Rumelt 1
- Richard Shotton 1
- Richard Thaler 1
- Robert Heath 1
- Rory Sutherland 1
- Ryan Wallman 1
- Sarah Carter 1
- Stephen King 1
- Wiemer Snijders 1
- William Poundstone 1
James Hurman and Peter Field, The Effectiveness Code
In 2020, James Hurman and Peter Field partnered with Cannes Lions and WARC to publish The Effectiveness Code. The seminal white paper introduced two important marketing frameworks: Creative Commitment and the Creative Effectiveness Ladder. I’ll summarise both below for those who haven’t read the report.
Les Binet and Peter Field, The Long and the Short of It
In their book The Long and the Short of It, Les Binet and Peter Field analyse the IPA’s Databank of 996 campaigns that were entered into the IPA Effectiveness Awards between 1980 and 2010. Here’s 8 lessons from the study for those who haven’t yet read the book.
The B2B Institute, The 5 Principles Of Growth In B2B Marketing
Back in 2019 the LinkedIn B2B Institute commissioned the first-ever B2B cut of the IPA dataset. In the report that followed, Les Binet and Peter Field explored the 5 principles of growth in B2B marketing. Here’s a summary.