What are clients asking for these days? Ours are increasingly pushing for viral short-term campaigns, whereas we think we should stick to consistent brand storytelling, which is working steadily well. I don't think there's a right or wrong way to approach, but what are your thoughts on which works better for realistic reach and ROI?

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The best approach is setting expectations early with data from past campaigns. Show that sustained storytelling drives better brand recall and loyalty, while “viral” hits often fade fast.

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I feel there could be a nice mix of the two. It’s definitely easy to follow short-term viral trends and doing shorter campaigns while maintaining an overhead brand style and storytelling. But either way, you will only success with good planning and setting expectations early as SM1 said.

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