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  • Writer's pictureWim Vermeulen


Updated: Jul 3, 2020


I’m a big fan of Peter Field & Les Binet, the godfathers of advertising effectiveness. Their work, based a real, hard data facts, helps us understand what makes advertising (digital and traditional, brand building and sales activation) highly effective. Sometimes they point us to something we knew already but seem to have forgotten, sometimes they bring us inspiring new insights. Tom Roach had the smart idea to compile the best work of Field & Binet and put it up for sharing. Each week I'll share a chart from that collection.

This first chart tells us that your ticket to growth is having a SOV (% of total advertising spending in a category) bigger than your SOM. Keep that in mind when you start defining your budgets for next year. And share it if you think it is valuable for other marketers to understand too.🙏

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