Long-Term Impact

Marketing that works over the long term

Long-Term Impact

Stephen Whiteside, Event Reports, BrandZ Top 100, July 2015

This event report breaks down ten key lessons drawn from a decade of Millward Brown's BrandZ reports, which identify the world's 100 most valuable brands each year.

Ross Barnes, Admap, July/August 2015

This article argues that brands need to balance speed and consideration to make their marketing 'agile'.

ARF Experiential Learning, Audience Measurement, June 2015

This paper explores measurement of the long term effects of advertising, finding that though there is significant understanding of these effects, brands pay more attention to the short-term and researchers do not collect and keep enough data.

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.

Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2015

This case study describes how Yum Restaurants International reinforced KFC's position in South Africa as a brand that cares, in three consecutive campaigns from 2011 to 2013.

Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2015

This case study describes how the Swedish Institute and VisitSweden changed the way that tourism was promoted.

Leslie Wood and David Poltrack, Journal of Advertising Research, Vol. 55, No. 2, 2015
Advertising influences brand purchase through short-term effects determined by direct increases in penetration, basket size, and buy rate. Advertising also influences brand purchase through long-term effects determined by indirect increases of future purchases through trial and increases in loyalty and brand equity.

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