Television advertising had been dominated by long-running campaigns pretty much from the beginning. Mascots like Pillsbury’s Doughboy and Tony The Tiger endured for decades, evolving slowly to meet modern needs but building equity over time.
When did marketers become so afraid of commitment? “Campaigns that once spanned years are now designed to last mere months, while brands who master the distance game become the darlings of marketing,” says Mike Tennant in his latest episode of Bullseye. If there’s value in that “distance game,” why are so few playing it?
Want to watch more Bullseye with Mike Tennant? Visit the channel on MarketingTV.
