Long-Term Impact

Marketing that works over the long term

Long-Term Impact


Rong Huang, Emine Sarigöllü, International Journal of Market Research, Vol. 56, No. 6, 2014
Although several brand equity measures have been proposed in the literature, a comparative assessment of their characteristics and performances is lacking. This paper attempts to fill that gap.

Jitender Dabas and Bhakti Malik , Warc Prize for Asian Strategy, Entrant, 2014

This case study for NESCAFÉ Classic, the flagship brand of NESCAFÉ coffee, describes a three year campaign to boost in-home consumption among Indian youth.


Rachel Walker, Institute of Practitioners in Advertising, Bronze, IPA Effectiveness Awards, 2014

This case study demonstrates how Sensodyne Pronamel, the toothpaste variant, was launched to tackle the emerging dental problem of acid wear on teeth in the UK and US.


Matthew Philip, Institute of Practitioners in Advertising, Gold, IPA Effectiveness Awards, 2014

This case study explains how Specsavers, the optician retail chain, grew from its launch in 1984 to become an international brand with the largest market share in the UK.


Vandana Nath and Neeraj Bassi, Institute of Practitioners in Advertising, Entrant, IPA Effectiveness Awards, 2014

This case study explains how Sprite, the soft drinks brand, tackled slowing growth in India by placing its brand at the centre of changing popular culture and values.


Juan Pablo Garcia, Mihir Warty, Jane Dorsett and María Alejandra Urbina, Institute of Practitioners in Advertising, Silver, IPA Effectiveness Awards, 2014

This case study demonstrates the success of three Christmas campaigns conducted by the Colombian Ministry of Defense intended to encourage members of the FARC, the oldest guerrilla group in the world, to demobilise.


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.


Cannes Creative Lions, Creative Effectiveness Lions, 2013
This campaign for Cancer Research UK, a charity, aimed to change minds about the need for plain cigarette packaging - reducing tobacco branding in order to reduce product appeal. The main aim was to gain 55,000 signatures for a petition lobbying the government for the change.

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