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Why aren't we doing this?

Peter Field on marketing short-termism and long-term effectiveness.

The case for long-term effectiveness

In this report, Peter Field revisits evidence from IPA effectiveness case studies to explore the growing imbalance between short-term activation and long-term brand building.

 

The analysis shows that campaigns with a stronger brand focus are associated with greater business effects and profit growth over time.

Key themes and findings

Drawing on IPA effectiveness case study data, the report examines the impact of increasing short-term focus and the commercial case for sustained brand investment.

The shift toward short-termism

The report identifies a clear industry trend toward short-term sales activation, with declining emphasis on long-term brand investment.

Brand building drives stronger business effects

Effectiveness data shows that brand-focused campaigns are more likely to generate sustained profit growth and long-term business impact.

The risks of imbalance

An over-reliance on activation can weaken long-term growth potential, reducing the broader commercial returns marketing can deliver.

Access the full report

“Why Aren’t We Doing This?” is available to industry professionals seeking evidence-led marketing strategy.

 

Download the full publication to explore the data, case study analysis and implications in detail.

Download the publication
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