Long-Term Impact

Insights on marketing that works over the long term

Long-Term Impact

Jeremy Bullmore, Market Leader, Quarter 2, 2014
This article discusses the value of advertising to established brands, arguing that though it does not bring volume growth or new users, it is still important. Established, valued brands command greater loyalty and have more forgiving customers.

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. Low consideration for the Mercedes-Benz brand amongst drivers aged 25-44 years old presented a significant marketing challenge when faced with the launch of the new A-Class.

David Tiltman, Warc Trends, February 2014
This article, taken from the Warc Toolkit 2014, looks at how brands are moving away from treating digital as a separate discipline and instead incorporating it into core brand-building programmes. However, digital has also transformed the range of brand-building techniques available and the article suggests four new strategic models that work across 'digital' 'and non-digital' channels.

Matt Clary and Paul Dyson, Admap, February 2014
This article describes how econometrics modelling can be used to substantiate claims of advertising having a longer-term impact on sales. There is some difficulty in defining long- and short-term, with various arbitrary cut off points being used.

Stephen Whiteside, Event Reports, Zeta Interactive Panel Discussion, January 2014
This event report discusses how Super Bowl advertising has changed over the last 30 years. As digital marketing has increasingly come to influence the desire of brands to "go viral", so Super Bowl ads are increasingly designed to prompt sharing among internet users.

Afzal Hussain, Warc Prize for Asian Strategy, Entrant, 2013
This case study describes a partnership between The Jang Group, the Pakistani newspaper group, and The Times of India, the Indian newspaper, who launched a joint campaign for a civil movement towards peace between the two countries. The campaign used the influence of the two newspapers to pursue a two-tract campaign.

Kritsada Hongsasurath, Vanich Jirasuwankij and Nuntaporn Laoruangroj, Warc Prize for Asian Strategy, Entrant, 2013
This case study explains how Thai Life Insurance sought to improve the image of its brand by making its local agents seem more trustworthy. The campaign included a series of television ads which highlighted the important things in life - family and care - and the brand's role within these as an insurance provider.

Cannes Creative Lions, Creative Effectiveness Lions, 2013
Mercedes-Benz used this campaign to address the widely held perception in the UK that its cars were for an older clientele, a reward at the end of a career, and to encourage 25-49 year olds to reappraise the marque. It used interactive storytelling to provide a stimulating experience of the car, with a TV commercial introducing a character trapped in a futuristic digital world.

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.



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