“Brand building is more important in a digital world than it is in the old economy,” insists Les Binet, head of effectiveness at London-based agency adam&eveDDB – and whose work with fellow author Peter Field has been described as “compulsory reading for all serious scholars of marketing.”

In a keynote address to delegates at the Advertising Research Foundation’s (ARF) 2019 AUDIENCExSCIENCE conference, Binet chided, “Of course, most marketers have learned completely the wrong lesson. They’ve seen the efficiency of short-term activation and they put all their money in there.

“But, in fact, what they actually should be doing is making digital activation work efficiently by supporting it with broad-reach, emotional brand building.”