Co-hosts Brad Forsythe and Ray Schilens interview co-author of Branded Immortality, Peter Field. Having
graduated from Cambridge, Peter Field spent 15 years as an account planner in
advertising, working at DDB and AMV•BBDO, before going on to manage the
planning departments of
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Bates and Grey. For the last 12 years he has pursued a
consultancy role supporting both clients and their agencies, as well as
providing training for the marketing and communications disciplines. Over the
last 25 years he has worked in most categories and on over 90 brands.
Peter
was a member of the IPA Value of Advertising committee for 5 years, and set up
the IPA dataBANK of effectiveness case study data and ran it in its early
years. He was a judge for the IPA Effectiveness Awards in 1998. His educational
activities currently include running the ev module of the IPA Excellence
Diploma. He regularly speaks about marketing effectiveness at conferences and
educational events, including those of the IPA, ICA, Euro-Effies, ISBA, CIMA,
WARC, Marketing Week and Marketing Forum.
In 1999
he contributed a chapter to Advertising Works 10 on early learning from the
dataBANK and more recently has contributed a chapter to the Sage Handbook of
Advertising that draws heavily on the data. Examining the dataBANK more closely
with Les Binet in 2007, he co-authored “Marketing in the Era of
Accountability”, the findings of which have become very influential in the UK.
In 2008 he went on to co-author “Brand Immortality” with Hamish Pringle, which
also draws on the same data. In 2006 he was elected an honorary Fellow of the
IPA.
For entertaining advice join hosts Ray Schilens and Brad Forsythe for a lively and informative discussion.
17-Jul-09 9:00 AM
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