Single, long-term campaigns more effective than multiple short campaigns

Using an analysis of the Australian Effies database, consultant Robert Brittain revealed that single long term, complex campaigns are more effective than multiple shorter campaigns.

Does campaign complexity help or hinder advertising effectiveness?

That was the question The Communications Council wanted answered when the industry body contracted consultant Rob Brittain and global marketing authority Peter Field to identify patterns...

Not a subscriber?

Schedule your live demo with our team today