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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. 

In this webinar, hosted by Cressida Holmes‑Smith, CEO of Lucky Generals and Chair of the IPA Effectiveness Leadership Group, they build on their original findings and explore their implications for brands and marketers. The new report will be released alongside the webinar, offering essential viewing and reading for anyone seeking to make their advertising more profitable.

The session examines what has gone wrong and outlines what can be done to correct it, covering themes such as:

  • 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 webinar will be available on demand throughout the day on 27 May only.