‘Effectiveness in context’ is Peter Field and Les Binet’s latest foray into the IPA Databank in their quest to help create greater understanding amongst marketers and brands about what makes marketing truly effective.

The result is a kind of handbook for marketers, that gives them bespoke results for their individual sectors and subsectors. It will also reveal how the contexts that different brands exist in effect their approach to effectiveness, such as; how people choose and buy, brand pricing, innovation, category development and brand development.

Throughout Peter and Les have updated their now famous 60:40 brandbuilding/activation ratio in the light of each different sector and context.