Marketing effectiveness is under pressure as short-term metrics continue to shape decision-making. Recorded at the Effie Awards South Africa as part of The Lead Creative Effies Series, this conversation with Gillian Rightford, Effie Awards South Africa Lead and ACA Executive Director, revisits the long-term cost of short-term thinking, now viewed through award-winning work.
Conversation highlights
Why long-term brand building is back in focus
Why vanity metrics carry less weight in judging
The limits of AI in creative effectiveness
Why playing safe is a brand risk
Produced in collaboration with our partners, Soweto Media.
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