General rules on how to balance long-term brand building vs short-term activation

Brand building takes time – two to five years – and might initially be less profitable than an activation only strategy so it is important to be able to forecast over at least a 5-year period to reassure the marketing team the strategy is correct.

E-commerce and the future of effectiveness

This article is part of a series of articles from the WARC Guide to e-commerce and the future of effectiveness. Read more.

Why it matters

Moving budget from activation to brand building can take a leap of faith – that sales might be lower initially but better in the long run. A new forecasting tool that builds in learning on how advertising grows brands in both the short- and long-term