Single, long-term campaigns more effective than multiple short campaigns

Josie Tutty

Using an analysis of the Australian Effies database, consultant Robert Brittain revealed that single long term, complex campaigns are more effective than multiple shorter campaigns.

Does campaign complexity help or hinder advertising effectiveness?

That was the question The Communications Council wanted answered when the industry body contracted consultant Rob Brittain and global marketing authority Peter Field to identify patterns and trends in the Effie’s Australia database.

Using high-quality data from 143 campaigns across the 2018 and 2019 Effie Awards entries, the pair set out trying to find out exactly what makes a campaign effective. The measures used included ‘business effects’ such as short-term sales, long term share, new customers and brand profit; along with ‘brand effects’ such as short-term performance, long term memory structures, mental...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands