Long-Term Impact

Marketing that works over the long term

Long-Term Impact

Richard B. Silberstein, Geoffrey Nield, Peter Pynta and Shaun Seixas, ESOMAR, Asia Pacific, Singapore, May 2015

This paper introduces the idea of 'conceptual closure' in television advertising and reveals how small executional changes to a finished advertisement can significantly enhance advertising effectiveness.

Geoffrey Precourt, Event Reports, ANA Media Leadership, March 2015

This event report shows how Clean & Clear, the brand of teen-focused dermatological products made by Johnson & Johnson, ramped up its efforts in the online video space.

Les Binet and Sarah Carter, Admap, May 2015

This article warns of the dangers of focussing on granular data, as short-term fluctuations say little for brand building.

ARF Ogilvy Awards, Gold, Automotive, 2015

This case study explains how Toyota, the car manufacturer, changed its sales event advertising in the US to give the brand a more human face, For two year's Toyota's national sales event advertising was declining in effectiveness, and it needed to change that.

ARF Ogilvy Awards, Gold, Household, 2015

This case study explains how Unilever uncovered a global truth to connect with mothers and promote its various washing detergent brands.

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.

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.



Long-term planning: Taking the long view

How to measure long-term return on marketing investment


The price of continuity in a short-term world

Long-term strategies that are still paying back


Hunt's Tomatoes: Hunt's Crash Kitchen Tour

How an FMCG brand gained volume share year after year


UK Department for Transport: Road Safety

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


Perpetual Marketing

Developing campaigns for the 24/7 Live Age


The long and short of it

Binet and Field on how campaigns work over time