Mark Ritson

📝 Mark Ritson, a brand consultant with a PhD in marketing, discusses the effectiveness of combining long-term brand awareness campaigns with short-term performance campaigns. Boots UK, a health and beauty retailer, utilized this strategy with a 15-second pre-roll ad offering a 10% discount for Advantage loyalty card holders, alongside a brand-building commercial titled "Take a Hike." The performance ad achieved £5 for every pound spent on YouTube. In 2013, Les Binet and Peter Field published "The Long and the Short of It," emphasizing these dual advertising strategies. Mistakes such as trying to create 'double duty' ads that serve both purposes or neglecting brand building can diminish effectiveness. Successful brands balance both, with YouTube as a prime platform for this approach.