Page 6 - Peter Field News Today

It’s time to put purpose at the heart of employee retention strategies, Stephanie Matthews writes in the latest in Campaign's Talent Crunch series.

Placement of advertising matters more than ever, The Guardian's ad chief says.

70 houses in Pissouri village are collapsing, 17 families evicted from their homes have pleaded with the Cypriot government to help.

Sound assets can capture consumer attention, boost distinctiveness and build mental availability, explains Roscoe Williamson of MassiveMusic.

After the backlash for an Institute of Practitioners in Advertising paper endorsing the effectiveness of brand purpose campaigns, author Peter Field has now issued his own riposte to what he describes as a "hysterical" industry reaction to his research. Read his full letter below.

The IPA has suggested brand purpose campaigns outperform ones without a purpose, but a deeper look at the stats suggests otherwise.

The methodology and findings of recently-released research from Peter Field and the Institute of Practitioners in Advertising (IPA) exploring the effectiveness of brand purpose marketing campaigns have been criticized by several prominent marketing industry strategists – underlining the intense debate still occurring around this hot topic.

The methodology and findings of recently-released research from Peter Field and the Institute of Practitioners in Advertising (IPA) exploring the effectiveness of brand purpose marketing campaigns have been criticized by several prominent marketing industry strategists – underlining the intense debate still occurring around this hot topic.

Adland uses the word 'brave' with abandon. But given real life is full of instances of genuine bravery – especially in these strickened times – 'brave' advertising is a misnomer that needs to be ditched.

We should take a break from trying to learn from others and think about the wisdom we have to share for a change.