Stop focussing on short term creative and start building your brand
As advertisers forsake long term brand building for short term creative punches, AJF Partnership’s Jacqueline Witts and Pieter-Paul von Weiler argue the case for brand-focussed marketing.
Two of the greatest creative minds of our industry are famous for believing passionately in the power of creativity to sell, and it still holds true today.
Bill Bernbach believed that “anybody in advertising who doesn’t say his purpose is to sell that piece of merchandise is a phony.” While David Ogilvy told his agency: “We sell – or else.”
All outcomes are not created equal
Les Binet and Peter Field have recently completed their latest study, Media in Focus. They refer back to their earlier work, The Long and the Short of It, and its key finding that if we measure success in the short term, it gives us a very different view of things than if we measure success in the long term.
Yeah, I know the clause.
I don’t see any court in the land enforcing it. So it’s more a scare tactic.