Doughnut economics

Advertising, like the wider economy, has fixated on short-term numbers that can be measured right away. Simon Peel is global media director at Adidas, and in this talk he borrows economist Kate Raworth's doughnut model to show how the chase for KPIs weakens brands, distorts budgets and feeds an ad ecosystem that ends up funding hateful content.

You'll learn what economists Mark Carney and Angus Deaton say about short-termism and why, according to McKinsey, long-term companies grow faster. Simon walks through experiments in which Adidas and eBay switched off paid search or retargeting and total sales barely moved. He closes with seven areas for bringing advertising back into balance, from one budget for brand and performance to support from the board and shareholders.