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Go big or Go home: Part 2

How small thinking is killing advertising and what to do about it

Following the Go big or Go home research presented at the IPA Effectiveness Conference in 2025, Les Binet and Will Davis return with further insight into what drives marketing effectiveness today. 

Catch up with the webinar (a free WARC account is required to access)

Watch the recording

In this webinar, hosted by Cressida Holmes‑Smith, CEO of Lucky Generals and Chair of the IPA Effectiveness Leadership Group, Les Binet and Will Davis build on their original findings and explore their implications for brands and marketers:

  • The most important marketing decision is the one firms pay least attention to.
  • A focus on the wrong metrics is destroying profits.
  • Firms are ignoring some of their most valuable customers.
  • Advertisers are missing big media opportunities.
  • Inefficient creative approaches mean most ads can’t pay back.

The new Go Big or Go Home report is free to download and offers essential reading for anyone seeking to make their advertising more profitable.