The keynote will commence with an exploration of the nature of short and long-term advertising and the different patterns of effect that result from each. The tension between the two will be examined as well as the empirical evidence for why long-term strategy is essential. An underlying explanation will be offered from neuroscience.
The session proceeds with a warning from Europe about the observable damage done by the growth of short-termism in marketing – which goes beyond the promotional mentality prevalent throughout Australia. The dangerous impact of short-term metrics on strategy and consequent long-term success are explored.
A way of balancing short and long-term strategy will be offered. The session concludes with some thought starters for how to reverse the tide of short-termism as input to a delegate discussion later in the day tasked with identifying practical steps that can be taken by agencies.
Godfather of advertising effectiveness