Uncensored CMO How Not to Plan in 2026 with Les and Sarah
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Jan 7, 2026 Les Binet, a marketing effectiveness expert recognized for his insights on long-term advertising impact, joins Sarah Carter, an experienced planner specializing in brand consistency. They discuss the importance of consistency and disguised repetition in successful campaigns. The duo critiques the misconception that campaigns are merely short ads and emphasizes that big brands must adopt different strategies compared to small ones. They also explore the potential end of the purpose-driven era and the role of AI versus creativity in shaping future advertising.
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Scottish Stock Cubes That Became A Classic
- Sarah recalled the NooN Stock Cubes ad in Scotland that ran many times and remained beloved.
- The ad became highly memorable because people saw it repeatedly over years.
Advertising Is An Arms Race
- Advertising functions like an arms race where relative and absolute spend both matter.
- You can control spend size reliably; ROI swings are less predictable.
Budget Decisions Need Joint Financial Modelling
- Build joint financial models with finance, marketing and sales to set budgets.
- Move budget-size decisions higher in the organisation and base them on empirical models.
