Peter Field
Advertising effectiveness researcher
Peter Field researches advertising effectiveness, including how creative work and media investment contribute to business outcomes. His collaboration with Les Binet includes The Long and the Short of It and Effectiveness in Context. His IPA presentations examine brand building, the effectiveness of creativity and the balance between immediate and sustained results.
Explore Peter’s work
Shows, ideas and places to learn from Peter Field.
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Channels & websites1
Books1
The Long and the Short of It
An advertising-effectiveness research publication on short- and long-term effects. Useful for discussing how activation and brand investment work together.
Image: IPAThis is a collection of published credits and official links, not an exhaustive CV or a points total. A guest appearance is different from hosting a show. Community and event links identify the named organiser; they do not imply membership or a speaking appearance.
Contribution ranking & points 4 pts
Contribution points
4 contribution points · 1 credited works · #292 in the Lifetime contribution ranking.
Uncapped points calculated from published source credits. Expertise is not assessed for this editorial profile. These are separate from registered members’ verified scores, lifetime achievement points and levels.
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