How Often Should You Change an Advertising Message? (Way Less Than You Think)

by Demian Farnworth
In 1996, Richard W. Lewis, New York City ad man and executive at TWBA, wrote in his best-selling book The Absolut Book: The Absolut Vodka advertising campaign has been running nonstop for 15 years, since 1981. This is remarkable because in the advertising business, campaigns can change as often as every year, as marketers attempt to keep their brands’ personalities fresh.Read the full article