This is a free excerpt from the AdNews February issue. To read the whole feature download a digital version of AdNews or subscribe to the premium print edition here.
Peter Field, ‘The Godfather of Effectiveness’, made quite an impact when in Australia last year. Speaking at a series of effectiveness masterclasses and events, including the Australian Effies, Field decried the downfall of creativity and the damaging effect short-term thinking is having on marketing. He called for a fightback.
In this feature, AdNews explores the plague short-term and tactical thinking currently destroying brand marketing and replacing long-term strategic thinking, with execs from Telstra, M&C Saatchi, ANZ and TBWA weighing in.
“Brand building is like going to the gym. It’s shit at first, but over time, if you put the effort in you feel better, you look better, you become healthier," M&C Saatchi CEO Jaimes Leggett says.
"If you measure success by quarters you will never really appreciate the value of creativity," marketing consultant Peter Field says.
Want more? To read the whole feature (below) download a digital version of AdNews or subscribe to the premium print edition here.
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop me a line at rosiebaker@yaffa.com.au
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