Time to rethink your 60/40 media budget split?

Since Les Binet and Peter Field released The Long and the Short of It in 2013, the media industry has largely accepted that a 60/40 split between brand-building and sales activation is suitable for most brands. But what if the theory behind how short-term and long-term effects have different impacts is flawed? In this session, leading brand marketer Ross Sergeant shares exactly why you should reject current thinking on how to split your media budget across brand-building and sales activation.

Why is current thinking on how brand marketers should split media budget flawed?
How can marketers combine brand-building and sales activation to deliver the best results?
How can advertisers work better with agencies to build media plans that deliver more?

Speakers: Ross Sergeant, Head of Media, Asahi Europe & International; chaired by Omar Oakes, Editor, The Media Leader.

Filmed at the Andaz London Liverpool Street on 27 April 2022.