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Facing Failure

Abstract: The future of brand communications agencies is bound in an ability to face failure. There is a rising wave of short-termism, where the urgent takes priority over the important1, campaigns are not fully examined and the implications for long-term business growth often ignored. By re-framing and better understanding the shortcomings of campaigns in the present we can defend the models of thinking that promote a longer-term view. The fruits of these labours will enable us to hero brave, long-term pragmatic thinking, develop effective approaches whilst reducing threat from other industries venturing into the traditional brand communication agency world.

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