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Companies that master both short and long-term horizons will ensure long-term growth and enduring customer relationships, explains the strategist, professor, and author Dr. Marcus Collins in an exclusive new piece for WARC. 

You can hear more from Marcus on the WARC Creative Impact track at Cannes Lions, and in our coverage of the festival this summer.

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On the podcast: A new blueprint for brand growth - listen on Spotify or Apple

In opinion: Why to stop depending on the marketing funnel and start looking at triggers

Countdown to Cannes: check out WARC’s Creative Impact hub

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The decisions marketers make today will directly affect what happens tomorrow – so rather than thinking of marketing and brand through a lens of short-and long-term measurability, perhaps we'd be better served thinking of the two as functions of time, says strategist, marketing professor and best-selling author Dr Marcus Collins.
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Coca-Cola has consistently delivered highly successful campaigns since 2018, earning recognition for effectiveness and media excellence, but in recent years has struggled to be amongst the top brands for creativity, analysis reveals.
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“We love failure,” says Oatly chief creative officer John Schoolcraft.
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