I believe the growing obsession with immediacy represents the biggest danger to brands' future.

Short-term pressures impact every aspect of business in the 21st century, but marketing – as a readily dispensable expenditure – invariably suffers most.

Awareness of the problem has never been greater and yet the trend towards short-termism continues to accelerate.

Changing attitudes isn't enough, we must first change behaviour. My solution is to create Thinklong, a Thinkbox-inspired consortium that aims to deliver long-term investment to create an environment in which brands can grow and marketing communications spend with them.

"I'm not sure what the right answer is but I believe the world is too short-term focused. All the things I've seen in the 10 years since I've joined Allianz have been shorter, shorter, shorter"

Oliver Bäte CEO, Allianz