From an advertising perspective, the Covid-19 pandemic has been a real-world presentation of the effectiveness vs. efficiency discourse that has dominated industry circles in recent years. As identified by Les Binet and Sarah Carter, effectiveness is “the extent to which you’ve reached your goals,” whilst efficiency is “a measure of effort needed to reach them”.
Overwhelmingly, the theory has fallen in favour of efficiency that works in service of effectiveness. As the reality of the pandemic hit, we saw very quick decisions made towards improving efficiencies, namely through budget cuts to advertising spends. It’s an understandable move in a time of crisis, but it’s also arg
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