Long-Term Impact

Marketing that works over the long term

Long-Term Impact


Institute of Communication Agencies, Silver, Canadian Advertising Success Stories, 2015

This case study demonstrates how BMW, the premium automotive brand, promoted its M Series to improve its reputation for high performance and deliver volume growth in Canada.


Institute of Communication Agencies, Bronze, Canadian Advertising Success Stories, 2015

This case study explains how Honda, despite the efforts of competitors, maintained the position of the Honda Civic as Canada's best-selling car model.


Institute of Communication Agencies, Silver, Canadian Advertising Success Stories, 2015

This case study explains how Koodo Mobile, the Canadian telecoms company, delivered six successive years of growth following its launch in 2008.


Institute of Communication Agencies, Gold, Canadian Advertising Success Stories, 2015

This case study shows how Hellmann's, the mayonnaise brand, created a link with 'real food' to grow sales and improve brand perceptions in Canada.


Institute of Communication Agencies, Bronze, Canadian Advertising Success Stories, 2015

This case study explains how the Fonds de solidarité FTQ, a union-based development capital investment fund in Quebec, used simple imagery that showed 'getting more' to attract younger policy holders.


Design Business Association, Silver, Design Effectiveness Awards, 2015

This case study demonstrates how a redesign of energy and petrochemicals company Shell's food store Shell Select increased sales of its on-the-go food offerings in the UK.


Leslie Wood, Dave Poltrack and Jeff Doud, Warc Prize for Innovation, Entrant, Warc Prize for Innovation, 2014

The case study describes how Kellogg's and four other brands studied how advertisers can understand the long-term effect of advertising to create long-term sales and brand equity.


Toby Harrison, Les Binet and Sarah Carter, Institute of Practitioners in Advertising, Gold and Grand Prix, IPA Effectiveness Awards, 2014

This case study demonstrates how Foster's, the Australian lager brand, revitalised its brand in the UK by reassessing men's attitudes towards social drinking and regained its market leader position.


David Edwards, Warc Prize for Social Strategy, Gold and Special Award for Channel Strategy, 2014

This case study describes how Mercedes-Benz monetised social engagement when real and virtual worlds converged in 'YouDrive'; the world's first interactive driving experience conducted through a television commercial in the UK.

WARC RECOMMENDS


ARTICLE FOCUS

Long-term planning: Taking the long view

How to measure long-term return on marketing investment


ARTICLE FOCUS

The price of continuity in a short-term world

Long-term strategies that are still paying back


CASE STUDY

Hunt's Tomatoes: Hunt's Crash Kitchen Tour

How an FMCG brand gained volume share year after year


CASE STUDY

UK Department for Transport: Road Safety

How 30 years of drink drive ads saved almost 2,000 lives


ADMAP

Perpetual Marketing

Developing campaigns for the 24/7 Live Age


WEBINAR

The long and short of it

Binet and Field on how campaigns work over time