#EffWeek 2018 panel: How do you brief, develop and maintain long-term campaigns in the digital era?

Following on from the research into the long-term effects of certain creative devices and Matt Lucas talk on creating characters that last, this panel debated how you can be creative for the long-term in a business environment dominated by short-term metrics. Chaired by Naga Munchetty Margaret Jobling, Director of Brand Marketing, Centrica Charles Vallance, Founding Partner, VCCP Anastasia Leng, Managing Director, Picasso Labs