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In 2019 a report by the FT and the IPA highlighted the growing tension between boardrooms and brands. It was the prelude to a campaign by the IPA to encourage businesses to take a more balanced approach to their marketing, to have the confidence to resist thinking only in the short term, and to grasp the importance of investing in longer-term brand building. These themes have only become more important as brands have battled to survive the pandemic. A long-term advertising campaign about the importance of long-term advertising campaigns.


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