{"id":24801,"date":"2019-11-14T02:00:25","date_gmt":"2019-11-14T07:00:25","guid":{"rendered":"https:\/\/hearts-sciencecom.local\/?p=24801"},"modified":"2021-12-22T15:08:41","modified_gmt":"2021-12-22T20:08:41","slug":"a-new-reality-of-long-through-short","status":"publish","type":"post","link":"https:\/\/hearts-science.com\/en-gb\/a-new-reality-of-long-through-short\/","title":{"rendered":"3 ways to deliver long through short"},"content":{"rendered":"

Last night at the APG\u2019s Noisy Thinking: Is it possible to think long term anymore?…<\/strong><\/h1>\n

\u2026it became clear that we as an industry have matured into a new reality. We no longer work in a business where results can wait. There is no \u2018long versus short\u2019 argument, the reality must now be \u2018long through short\u2019. The requirement is work that sells both immediately and forever.<\/p>\n

By no means an easy feat, but from the evening of brilliant speakers 3 guiding themes could be deduced:<\/p>\n

1. Focus on the unchanging to guide us through the flashy<\/strong><\/h3>\n

We must truly understand our client\u2019s brands, and what makes them unique to people in the real world. The unchanging human demand they cater to must remain our north star. We can then look outward and into the future and strive to keep their offering fresh. We need ideas that make a noise no matter what the future throws at them. With this human foundation it helps us avoid jumping on flashy and ineffective trends. A notable example reference was Snickers who have kept a 98-year-old brand fresh in innovative ways, whilst maintaining its focus on its core human demand.<\/p>\n

2. Have a strategy that is focused on big and small<\/b><\/h3>\n

We need a strategy that\u2019s capable of being big and being small. A long-term strategy with its roots in present day. We must do the best things right now. Long term ideas engineered for immediate success. In the end, big campaigns must work in 6 weeks. For this we must focus on the smaller campaign levers, as well as the big. What\u2019s happening \u2018in the weeds\u2019 as well as at a top line level. As a truly long-term strategy is non-existent, we must be forever fresh. IKEA\u2019s ability to maintain long term effectiveness through activating around \u2018the everyday things that matter\u2019 is a strong example of this.<\/p>\n

3. Measure what counts, now<\/strong><\/h3>\n

He wasn\u2019t there on the evening, but Einstein did say it best \u201cnot everything that counts can be counted, and\u00a0not everything\u00a0that\u00a0can be counted counts\u201d<\/em>. We need to understand and agree on what metrics matter, and design systems that inform today, and project tomorrow. We cannot afford to kill resource drowning in meaningless reports to get this done, we need to have an effective measurement framework that is bespoke for our client\u2019s goals. For example, Tom Roach from DDB suggested a client\u2019s share of online search could be early indicators of longer-term effects \u2013 like brand salience.<\/p>\n

It is still about building brand equity and growth for our clients. But the new and recurrent theme is that now counts and what you do next really counts.<\/p>\n

 <\/p>\n

Gareth White, Strategy Director, Hearts & Science UK<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"

Last night at the APG\u2019s Noisy Thinking: Is it possible to think long term anymore?… \u2026it became clear that we as an industry have matured into a new reality. We no longer work in a business where results can wait. There is no \u2018long versus short\u2019 argument, the reality must now be \u2018long through short\u2019. […]<\/p>\n","protected":false},"author":31,"featured_media":24803,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","_members_access_role":[],"_members_access_error":""},"categories":[27],"tags":[],"class_list":["post-24801","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-industry-insights"],"acf":[],"yoast_head":"\n3 ways to deliver long through short – Hearts & Science<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/hearts-science.com\/en-gb\/a-new-reality-of-long-through-short\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"3 ways to deliver long through short – Hearts & Science\" \/>\n<meta property=\"og:description\" content=\"Last night at the APG\u2019s Noisy Thinking: Is it possible to think long term anymore?… \u2026it became clear that we as an industry have matured into a new reality. 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