Les Binet and Peter Field's IPA research found long-term brand building and short-term activation work best together, with a rough average of 60% brand and 40% activation. The right ratio varies by category.
When setting annual budgets, when performance channels are plateauing or getting more expensive, and when leadership wants to cut anything not tracked to a sale.
A DTC brand whose paid social CPA keeps rising until it funds broad-reach video; B2B firms shifting toward a closer 50/50 split; a retailer pairing a seasonal brand campaign with promo activation.
Strong guidance for any brand past early stage. Flagged when all spend goes to last-click channels, and also when 'brand' is used to dodge accountability.
