Posts tagged IPA
Why Short-Term Activations May be Killing Your Creative Effectiveness

Field’s study reveals that the culprit is actually a sort of short-termism that has gripped the marketing and advertising world. Brands seem to have pulled back from thinking about building brands long term and have instead focused their creative energies on generating immediate sales overnight. As a result, award festivals are chock-full of quick stunts to sell product and advertising that does nothing to build the brand long term.

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Ken MuenchIPA, distinctive