PF
Pundit
Peter Field
1 receipt • Tracked since Aug 2026
Marketing effectiveness consultant; co-author of The Long and the Short of It.
Affiliations
No firm affiliations on record.
— Filed —
1 receipt
2019
1 prediction- Jun 1, 2019Called it.“Despite our warnings, the misuse of creativity has continued to grow and the effectiveness advantage has continued to decline. This report is a final wake-up call for good sense, before it is too late. (Report finding: creatively awarded campaigns had become no more effective than non-awarded campaigns for the first time in 24 years of data.)”
The short-termism trend he documented continued through the 2020s; follow-up IPA work kept showing declining creative effectiveness, and the "crisis" framing became industry canon.