Discussion about the prevalence of short-termism in marketing has returned to the fore with a vengeance in 2019 – not least as a result of Peter Field’s intervention on the crisis in creative effectiveness. Marketers are reconsidering the balance of their campaign activity, amid complaints that advertisers are obsessing over today’s sales at the expense of future profitability.
A new report by Kantar – its sixth annual Getting Media Rightstudy – confirms that the industry finds itself in a muddle on the issue. Over two-thirds (68%) of respondents said it is important to balance short...