Where to start
Over the past decade, the marketing industry has responded to the rapidly changing media landscape with panic and pessimism. In an attempt to keep up with new technology, there has been a lot of frantic trend-chasing. In an attempt to meet quarterly targets, there’s been a disproportionate focus on short-term thinking. This has given rise to a spike in short-term campaigns (from around 10% in 2002 to 25% in 2018), according to Peter Field’s study “The Crisis in Creative Effectiveness”.
Field’s analysis of almost 600 IPA case studies found the effectiveness of creatively-awarded campaigns...