Peter Field

Key speaking topics

• Marketing effectiveness
• Long- and short-term marketing effects
• Brand building and business growth
• Creative quality and effectiveness
• Media investment and performance
• Marketing measurement and evaluation
• B2B marketing effectiveness

Ideal for

• Senior marketing leaders
• Brand and communications teams
• Advertising and media professionals
• Strategy and insight functions

Audience outcomes

• Clear understanding of evidence-based drivers of marketing effectiveness.
• Insight into balancing short-term activation and long-term brand building.
• Practical frameworks for evaluating marketing and advertising performance.
• Improved understanding of the link between creativity, media, and business impact.

Why organisations work with Peter Field

• Deep experience analysing large-scale effectiveness evidence.
• Proven ability to translate research into commercially relevant insight.
• Credibility grounded in widely referenced industry research.
• Practical focus on improving marketing decision-making and outcomes.

Biography

Peter Field is recognised for his rigorous, evidence-led work on what drives marketing and advertising effectiveness at scale. His insights are grounded in the analysis of large bodies of real-world effectiveness data, making his work particularly relevant to organisations seeking commercially accountable marketing strategies.

With an early career as a strategic planner in advertising agencies, Field developed a deep understanding of how creative, media, and strategic decisions are made in practice. He later transitioned into independent consultancy, where his focus has been on translating effectiveness evidence into clear principles that senior leaders and marketing teams can apply.

Field is widely known for his long-standing collaboration with Les Binet, co-authoring a series of influential reports examining the relationship between marketing investment, creativity, media choices, and business growth. These works draw heavily on the IPA Effectiveness Databank and are frequently referenced across the global marketing industry for their practical implications.

Alongside his writing and research, Field is a regular international speaker, presenting to senior marketing, brand, and communications audiences on topics including long- and short-term marketing effects, creative effectiveness, measurement, and performance evaluation. His ability to connect empirical evidence with commercial decision-making has made him a valued voice at major industry conferences and corporate events.

His contribution to the profession has been recognised through his appointment as an Honorary Fellow of the Institute of Practitioners in Advertising, reflecting his sustained impact on how organisations understand and improve marketing effectiveness.