Short-term thinking is holding the advertising and marketing industry back. Campaigns are increasingly judged by immediate ROI rather than their contribution to long-term brand equity. Or both. This approach may deliver quick wins, but it often sacrifices brand growth and resilience.
In this episode, Gillian Rightford offers an insightful and timely take on the problem. As MD of Adtherapy, founder of The School of Thought, and lead for the Effie Awards South Africa, Gillian has seen how the best work is created, and why it often isn’t.
The conversation explores what it takes to produce truly effective advertising and marketing, and why so many brands fail to do so.
What we cover:
- Why effectiveness isn’t just about results, but about the conditions that enable great work.
- How internal culture, lack of clarity, and stretched budgets get in the way.
- What the Effie Awards teach us about creativity, consistency, and impact.
Listen below to move beyond the short-term trap and build work that lasts:
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Our podcast audio editing and audio production are done by: Maishe Rakgoale.