Long-Term Impact

Marketing that works over the long term

Long-Term Impact

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.

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.

The Communications Council, Grand Effie, Australian Effie Awards, 2015

This case study details a campaign by Beam-Suntory, the alcoholic drinks company, which increased sales of 'ready to drink' (RTD) products in Australia over a four year period.

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'.

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