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Ed Cotton: From Short Term Campaigns To Long Term Action

Ed Cotton: From Short Term Campaigns To Long Term Action
Advertising

Most agencies are involved in short-term conversations called campaigns. To go beyond this you need to know where your brand is heading and be in possession of a mission plan.

Ed Cotton, BSSP
  • 4 april 2011

Most agencies are involved in short-term conversations called campaigns.

This is the core focus of what we do.

We target and reach people for short periods of time hoping that they pay attention to our brand messages and act on them.

While there have been some moves to recognize the longer-term efforts are required and that “the conversation” is on-going, less structured, more human and spontaneous, many of us are still operating in campaign mode.

To go beyond this you need to know where your brand is heading and to be in possession of a mission/vision/plan would be useful.

If you are a big company and you take a look into the long-term, it’s not too hard to predict some of the challenges lay ahead.

To say it’s going to “business as usual” is naive at best.

We are under-going some of the biggest transformations in the history of mankind as technology makes globalization a reality.

With these changes come some of the challenges for the planet as a whole; population growth, resource constraints, etc.

Dealing with this is a long-term reality- they are big challenges or what some might call opportunities and to consider these you need a long-term mindset.

(Continue reading here.)

Ed Cotton is the Director of Strategy at BSSP, and is curious about all things relating to brands, marketing and culture. Read more at influx insights.

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