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How not to plan - Les Binet & Sarah Carter

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How to Be Consistent With Your Ads

Sarah Roshay talks about the myth of wear out and how not to be consistent. She says there has been a default to change, with companies junking everything that goes. People like making new shiny things so most ads don't get a chance to 'wear in' But she feels campaigns might be coming back again as people realise continuity is important.

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