Les Binet and Peter Field discuss the findings from their new book, The Long and the Short of It.

Based on their analysis of IPA Effectiveness Awards case studies going back 30 years, it provides some brilliant advice on balancing marketing investment between long-term brand-building and short-term sales activation.

Filmed at the book launch on 11th June 2013, this video also includes footage of a panel discussion with representatives from Google, Thinkbox and the Market Research Society.