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    The Anatomy of Effectiveness

    The WARC whitepaper The Anatomy of Effectiveness is filled with vital information about effective marketing including the fact that brands need to weight their spend 60-40 in favour of long-term brand building and short-term activation. 

    With less than half of advertising’s profit impact seen in the short term, brands only investing in the here and now are setting themselves up for long term pain. The whitepaper tells us that TV has the greatest impact of all media across both the long and short term.

    One of the godfathers of effectiveness, Les Binet, notes in the report that marketers are doing themselves a disservice by putting all their eggs in the short term activation basket. Instead, to make digital activation work efficiently, it needs to be supported with broad-reach emotional brand-building.


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