Patience pays

When advertisers think short-term, all that matters is direct marketing. They pursue today’s easy-to-measure win, while wondering why advertising is getting harder over time.

When advertisers think long-term, all that matters is brand marketing. They pursue long-term, harder-to-measure growth, while wondering why everyone’s saying that advertising’s getting harder over time.

The bigger or more important your work is, the more patience is required.