8.1
60/40 Brand vs Activation
A budget split, roughly 60% to broad-reach brand building and 40% to short-term activation, associated with the strongest long-term business effect.
Binet & Field, The Long and the Short of It, IPA (2013)
What it does
Roughly 60% of budget to broad-reach brand building and 40% to short-term activation produces the strongest long-term business effect across the IPA Databank.
When it breaks
The ratio moves by category. The B2B figure is about 46/54, drawn from fewer than 50 cases, and the authors themselves call it tentative and warn against following it precisely. The database skews to large, mature, well-funded brands; a product starting from zero is not in it.
Case
Adidas' global media director Simon Peel told EffWeek 2019 the brand had been running 23% brand to 77% performance, having credited digital with sales that brand activity actually drove. Their analysis found brand activity drove 65% of sales, and 60% of revenue came from first-time buyers rather than the loyalists their CRM spend targeted.
Marketing Week · Adidas on over-investing in digital ↗In the wild
Unchecked · not part of the tier
What people have written about this tool in the last twelve months. A machine found these and nobody has read them. Everything above this line was checked by hand.
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