In this Talks With Teads episode, effectiveness expert and author Les Binet unpacks how the iconic 60/40 principle still guides media investment- but flexes with context, category, and consumer shifts.
Marketing has never been one-size-fits-all, and budget allocation is no exception. Les Binet, co-author of The Long and the Short of It, joined us for a candid conversation on how the legendary 60/40 rule has adapted to a more fragmented, digital-first world.
The framework, 60% long-term brand building, 40% short-term performance, remains a powerful starting point. But as Les puts it, “It’s not an iron rule. It’s a principle.”
Key Insights
It’s a Principle, Not a Formula
The 60/40 rule isn’t meant to be rigid. Instead, it’s a mindset shift: most brands undervalue long-term investment. The ideal ratio flexes depending on your category, brand size, price point, and market conditions.
Brand vs. Performance Isn’t Binary
Les emphasizes that both long-term and short-term efforts are critical- but they serve different functions. Brand building drives sustainable growth, while performance delivers short-term sales. The art lies in balancing both.
Tailor for Today’s Media Mix
Modern media environments demand more precision. Whether you’re running campaigns across CTV, social, or retail media, understanding where each format fits- brand or performance- is key to making budgets work harder.
Success Comes from Strategic Flexibility
The takeaway? Don’t default to extremes. Marketers need flexible, evidence-based models that adapt to consumer behavior and platform dynamics without abandoning brand fundamentals.
As media complexity grows, Les Binet’s advice is clear: don’t chase quick wins at the expense of long-term brand equity. Ground your strategy in principles—and give yourself the room to flex.
For more expert takes, explore our Talks With Teads series.