By Danielle Gibson

In this fast-paced industry, it’s easy to prioritise short-term results at the expense of long-term impacts which may not become apparent for some time to come. It may look great that your sales are up this month but is this occurring at the expense of the health of your brand?

Ahead of The Drum Advertising Awards 2019, we spoke to David Buttle, global marketing director, commercial at Financial Times about why marketers are still prioritising short-term tactics over long-term strategy, why it’s such a challenge for marketers, and what an industry-wide response will require.

Studies continue to show that marketers Read full story ›

Source: The Drum