Dr. Grace Kite: The Wrong & The Real Of It

06 July 2022

The work of Les Binet and Peter Field has given us one of the most famous advertising effectiveness studies in the world. But how accurately does the theory reflect the experiences of everyday brands and the results their campaigns deliver?

Advertising effectiveness expert Dr. Grace Kite shares her work which looks at how brand building and performance advertising come together for brands of different sizes in the real world. The presentation uncovers what it looks like when it works, when it doesn’t work and what we can learn from both outcomes.

Slide pack: The wrong and the real of it

Meet the expert: Dr. Grace Kite, Founder & Economist, Magic Numbers

With more than 20 years’ experience, Dr. Grace Kite is a business economist who’s worked on more than 120 econometrics projects across all the main advertising buying categories. In each of these categories, she has developed deep knowledge on market trends and the true nature of competition.

Grace is a columnist at marketing week and WARC and a regular speaker on marketing effectiveness appearing alongside likes of Mark Ritson and Les Binet. She believes that knowledge that arises from effectiveness analysis doesn’t get fed back to the people that plan campaigns often enough. Her writing and talks set out to ‘lift the lid’ in a way that normal people can understand.

After earning a PhD in Economics, Grace took on increasingly senior roles at Mindshare, Millward Brown, Holmes & Cook, Mediacom, PHD and OMD. In 2010 she founded the business now known as Magic Numbers.