SVP - Global Marketing & Communications | Robosoft Technologies - The Experience Engineering Company
Back in the 90s', Ad Club Bombay's awards used to have a category called 'Best Continuing Campaign'. In a way it was a reflection of the times back then - a 'thematic' campaign which used to run on traditional media for months, even years on end. Very few brands - especially among the new age brands seem to adopt this strategy. The pressure to be ever present across media, platforms & formats coupled with having to associate one's brand with every occasion or news cycle results in many messages without a connecting thread. #advertising
Ameya Lokhande
7mo
While Abby may have dropped it, Effies continues to have the category. Although it’s for the Best On Going Campaign - where it’s not always the same creative but the same thought being extended over the years.
Md Tahidul Islam
7mo
Absolutely! It's fascinating how advertising strategies have evolved over time. Staying connected is crucial nowadays. Lakshmipathy Bhat
So true
Birendra Ray
7mo
Valid point!
Birendra Ray
7mo
Great perspective!
Design Thinking for making Marketing Customer Centric|Coalescing Brand and Performance for Customer Lead Business Growth| MarTech and Adtech Expertise to evangelise Customer Journey |Data Intelligence |@IIMB|@MIT
7moMy Thoughts:- Best Continuing Ad as a category for award, was it based on the opinions of the Jury which comprised of people from the same club or was it based on actual dipstick study of impact basis SOV/TOMA/Market-share. Lakshmipathy Bhat so in short it now more about impact that is measurable in terms of customers impact rather than awards and rewards based on opinions.