Peter Field

Peter Field is a marketing effectiveness expert whose deep analytical insight into advertising success has shaped strategic thinking across the industry. With 15 years as a strategic planner and 25 years as a consultant, he has authored and co-authored influential works including *The Long & The Short of It* and *Brand Immortality*, translating decades of case study analysis into practical frameworks used by marketers worldwide. His sessions equip teams and leaders with evidence-based strategies that drive measurable growth, sharpen creative investment decisions, and build brands that deliver sustainable commercial results even during economic uncertainty.

Over the past four decades, Peter Field has fundamentally changed how the marketing industry understands what actually works. After spending 15 years as a strategic planner in advertising, he shifted into consultancy and dedicated himself to a rigorous, evidence-based examination of effectiveness case studies, transforming thousands of real-world campaigns into actionable insight. His work has become the foundation for how brands balance short-term activation with long-term growth, how they measure creative impact, and how they navigate the strategic challenges of recession, creativity, and media investment.

Peter's influence is built on an extraordinary body of published work that spans more than a decade of collaboration with leading thinkers and institutions. He has authored and co-authored essential industry texts including *Marketing in the Era of Accountability*, *Brand Immortality*, *The Long & The Short of It*, and *The Link Between Creativity and Effectiveness*. His research into B2B marketing, developed with Les Binet, has become a defining reference for growth strategy in that sector. More recent publications such as *The Crisis in Creative Effectiveness*, *Winning or Losing in a Recession*, and *The Alchemy of Effectiveness* continue to address the most pressing questions facing marketers today. His contributions extend to influential anthologies and academic volumes, including the Sage Handbook of Advertising, cementing his role not only as a consultant but as a thought leader whose findings shape both practice and pedagogy across the globe.

Peter's sessions offer audiences far more than theory. He equips marketing teams, agency leaders, and senior executives with clear, evidence-backed frameworks they can apply immediately to improve campaign performance, justify creative investment, and make smarter decisions under pressure. Whether addressing how to maintain effectiveness during economic downturns, how to balance brand building with performance marketing, or how creativity directly correlates with commercial success, Peter translates complex data into practical guidance that resonates across industries and geographies. His ability to communicate with clarity, authority, and warmth ensures that audiences leave with not only a deeper understanding of what drives marketing effectiveness, but also the confidence and tools to implement change that delivers measurable, sustainable results.