Co-Author Peter Field Talks About Captivating the Imagination of Consumers Through Emotional Branding
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 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.