Danger of ‘over-correcting’ on short-termism in advertising, says agency effectiveness head
The marketing industry can sometimes forget that advertising needs to work in the short term in order to be able to deliver in the long, effectiveness experts argue.
The marketing industry is in danger of “over-correcting” on short-termism in advertising effectiveness and creating a standard that is “daunting” for newer or smaller brands, says head of effectiveness at creative agency Mother, Kieran Bradshaw.
Short-termism and a focus on purely driving sales through advertising is something that many in the industry have rallied against, with long-term sustained work over years often held up as the gold standard.
But, for Bradshaw, focusing solely on big, long-term platforms that run for years and years risks alienating brands for whom that can seem like a “daunting” prospect.
