#1
The Long and the Short of It
Based on the IPA effectiveness databank, this short report shows how brand building and sales activation work together, and gives the famous 60/40 starting split.
- Brand building drives long term growth, activation drives short term sales
- Around 60/40 brand to activation is a useful starting point
- Emotional campaigns tend to outperform rational ones over time
Best for: Marketing leaders balancing brand building with performance