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Why aren't we doing this? New Zealand businesses urged to do more long-term brand building

Combating short-term thinking

Why aren't we doing this? New Zealand businesses urged to do more long-term brand building

At the Effies Awards on Thursday, the Commercial Communications Council has launched a new book which urges marketers and business leaders to understand how overly sales-led advertising is negatively impacting their business in terms of long-term growth and profitability. Why Aren’t We Doing This? – How long term brand building drives profitability was commissioned by the Comms Council and written by UK strategist Peter Field in response to the trend identified by the Comms Council of the New Zealand advertising market moving towards short-term sales-led campaigns.