Short-Term Thinking in Advertising and Marketing Erodes Brand Growth: Gillian Rightford
Update: 2025-07-03
Description
Advertising and marketing are often driven by quick wins, and campaigns are designed to spike sales or chase trends. But in doing so, brands risk losing long-term relevance and impact.
In this episode of The Lead Creative, Gillian Rightford unpacks why so much work today lacks effectiveness. As MD of Adtherapy, founder of The School of Thought, and head of the Effie Awards South Africa, Gillian explains how brands can create a culture that fosters effectiveness.
Key insights:
- Short-termism is one of the biggest threats to brand resilience.
- Most briefs miss the mark because they lack a clear, interrogated "why."
- Budget dilution across channels often weakens campaign impact.
This is a timely conversation for marketers and creatives looking to drive more meaningful work.
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