Long-Term Impact

Marketing that works over the long term

Long-Term Impact

Peter Field, Warc Trends, October 2015

This Warc Trends Report analyses case studies that represent the best in social media strategy and draws lessons from them for other brands to follow.

Peter Field, Warc Trends, October 2015
This is the sample version of the Warc Trends report that demonstrates how social media can drive business results.

Jay Chiat Strategic Excellence Awards, Honorable Mention, 2015

This case study describes how Guinness, the beer brand, created a single global proposition to grow its market around the world.

Ryan Barker, Jeffrey Peacock and Marc Fetscherin, International Journal of Market Research, Vol. 57, No. 5, 2015
This Viewpoint aims to provide evidence that brand love can lead to greater profitability and total shareholder return. The article is a response to a Viewpoint by Jenni Romaniuk published in IJMR in 2013 which argued that there is no evidence that building brand love leads to higher market share, sales or profitability.

Pete Buckley, Market Leader, Quarter 4, 2015

This article analyses the different aspects of fame and describes how to create a 'snowball effect' that maintains brand fame over time.

The Communications Council, Advertisers of the Year, Australian Effie Awards, 2015

This case study explains how a long term partnership between Meat & Livestock Australia, a trade body, and its agencies has created long term success for the industry.

Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2015

This case study describes how Denmark's Spies Travels made people aware of its City Getaways in a cluttered market.

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.



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