Are brands set up for the long haul?

Publisher Mary Maddever noticed a trend among the award-winning campaigns of the past year. Are we thinking too short-term?

This is the time of year strategy has to be uber covert. And since I read a lot of spy novels, I’m up for that.

We get questions, couched ever so cleverly, to try and pry out Creative Report Card ranking or CASSIES wins. Ha! We’re the vault.

Until now. The big reveal.

The February/March issue contains everything you need to know about smart strategies in Canadian marketing circles.

The CASSIES cases reveal a cross-country, cross-category tale of issues and insights that first challenged then propelled brands to better ROI. There’s a lot of learning in the mix, so go here for a deeper read of the less abridged versions of the Silver and Bronze campaigns. It’s worth it.

Meanwhile, strategy‘s Creative Report Card tells you who you need to know in Canadian advertising circles. We hear from a lot of marketers that the rankings serve as a handy RFP checklist, and on the agency side, it’s a tool to negotiate your salary (or succumb to the job offers that lure top award-winning creatives).

So, we decided to expand the utility of the CRC rankings with a digital version. You can now dive into more detail on the brands, agencies, talent and campaigns that made the list. Check it out, and let us know what else you’d like to see as we build this resource out. I suspect it may be a homescreen for Rethink and DDBers this year. ;}

Congrats to all the big winners, and Canada had many this year. From Leo Burnett’s “#Likeagirl” making the top global ad lists to the Beer Fridge taking the CASSIES Grand Prix and a swath of other awards to top the CRC brand and talent ranks.

So we’re solving brand problems – getting attention and delivering ROI – and representing on the world stage.

The one question I’m left with is a concern that was raised during CASSIES judging. The majority of wins were in the short-term category time frames, while the longer-term success stories were a definite minority.

Some of the short-term programs have campaignable concepts with legs, but overall, we’re seeing more quick hits. While nimbly taking advantage of opportunities as they arise to make a big splash may fill an immediate need, are brands set up for the long haul, building equity that will someday pay off like a Mr. Clean or a Koodo?

Ironically, the same factors that drive brands to this one-and-done, big splash game plan, are the same reasons it may backfire. If it keeps getting harder to gain attention, then when you do manage to score, it better ladder up to something with staying power – “#Likeagirl” or a Beer Fridge.

Cheers, mm