An emphasis on short-term campaigns is limiting the ability of many Canadian brands to maximise their return on investment, according to a study of over 100 entries to the Effie Canada awards.
Why it matters
It has been proven that a focus on brand-building is the best way to achieve long-term sales growth. Marketers, however, tend to reflexively focus on short-term sales activation during unpredictable economic times. Those who maintain or increase their brand-building activity, however, will be better positioned for the recovery.