The Death Of The "Campaign"

In a world that's become a marketplace for distraction and where culture shifts daily, brands can't afford to start from zero with every campaign.

- Siddharth Jalan

For decades, marketers have been addicted to the rush of a "big campaign." I was the same. At the agencies I worked with before, we would fight to get onto those campaigns, partly for the thrill of seeing your work plastered across platforms and partly for the bragging rights at the next party. A killer idea, a burst of media spend, a "trophy" or two, and then silence until the next brainstorm. Just keep churning out filler content.

But today, this just feels dated. One-off campaigns just don't build brands anymore—narratives do.

I've started seeing campaigns as chapters in an evolving story. Maybe this is because of the micro-adjustments we make with every social media post, allowing data to guide our steps. Or maybe it's because brand memory is built by creating continuation. Don't think of it as an isolated burst, but a steady rhythm that intensifies over time.