The marketing industry discusses effectiveness, yet short-term thinking continues to shape much of the work we see. Earlier this year, we explored this tension with Gillian Rightford, Effie Awards South Africa Lead and ACA Executive Director, focusing on how short-term strategies quietly erode brand value. At the Effie Awards South Africa, we revisited that discussion, this time informed by the campaigns that stood out in this year’s awards.
Gillian pointed out that judges are increasingly sceptical of inflated performance claims. “You may have achieved huge reach, but if those numbers can be bought, they lose their meaning.”
What replaced those metrics was a renewed focus on longevity. Two sustained success awards highlighted campaigns that delivered results over years, not months. This shift signals a growing acceptance that brand building requires patience, investment and consistency.
Gillian was frank about the pressures brands face. Short-term measurement still dominates boardroom conversations but falls short in reflecting how brands grow.
We are measured quarterly, which pulls us away from the work that really matters.
Marketing and advertising effectiveness conversation highlights
- Effies judges prioritise long-term results over short-term spikes
- Sustained success reflects strategic brand commitment
- Vanity metrics are losing influence in effectiveness debates
- Brands are challenged to move beyond quarterly measurement
Seen through award-winning work, effectiveness feels less abstract. It becomes practical, measurable and grounded in real business outcomes.
Watch the conversation below:
Thank you to the Effie Awards South Africa Team for the platform and access to the industry’s leading minds.
Created in collaboration with our production partners, Soweto Media.
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