Does Advertising campaign success in year 1 continue in year 2?

This study investigates whether there is an association between advertising effectiveness awards (Effies) and financial performance. Since Binet and Fields original study (2009), strategies have shifted from retention as a goal to customer acquisition, possibly as a result of their work and industry learning. The evidence now is that in general, winning-campaigns are more effective than non-winners in terms of both marketing and financial goals. However over the long-term, only about a quarter of large effects persist beyond the first year. The implication is that advertisers should put more emphasis on achieving hard business goals and that penetration is still a more effective strategy than loyalty.