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Beyond 60:40: putting effectiveness in context
The work of Les Binet and Peter Field has established that the most effective advertising is split 60:40 between brand building and activation; their latest research looks in more detail at how this works in the context of different categories and purchase behaviours.
By only relying on personal opinions or guesswork, not facts, you risk wasting millions of dollars, losing credibility and impact.
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WARC consistently delivers valuable insights that help to make me look like an expert in front of my colleagues and clients.
Strategy Partner, Fetch
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