Do good things come to those who wait? Help us decide the world's best long-running campaigns

"The Drum has joined forced with leading industry legends and The Financial Times to recognise the very best long-running ad campaigns, ahead of The Drum Advertising Awards, which aim to identify the best, most creative and innovative work in the industry. But we need your help! Find out why marketers are abandoning brand-building below and tell us what you think is the best long-running ad of all time."

"Patrick Collister, former executive creative director and chair of Ogilvy & Mather and, until earlier this year, creative lead at Google, said: "I think we are witnessing the slow death of the brand. There are many murderers, most of whom are brand managers themselves. This is a pity because the brand is, in itself, probably the most powerful business idea of the last century.""

"Fellow industry veteran Dave Birss, formerly of Mr Smith, MRM McCann and OgilvyOne, told The Drum: "Building up a brand is a long-term investment. When I was a kid there were campaigns running that had hardly changed in years - in decades. But because now we've got marketing directors who have a tenure of under 18 months on average, they come in and like to make their mark on their new job. So we end up with new campaigns and the old stuff, the brand-building stuff, gets ditched.""

Long-running ad campaigns such as "Beanz Meanz Heinz", "Because the lady loves Milk Tray", Andy Warhol's hand-painted vodka bottles and Aleksandr Orlov established enduring brand recognition by infiltrating public consciousness. Long-lived campaigns are increasingly at risk because media fragmentation, short-term marketing tenures and the imminent mass adoption of voice technology undermine sustained brand investment. Short marketing-director tenures encourage frequent campaign changes and the abandonment of legacy brand-building work. The decline of consistent, long-term creative platforms reduces opportunities for campaigns to become cultural fixtures. The Drum and The Financial Times partnered to celebrate long-running ads and solicit nominations for the best long-running ad of all time.

Read at The Drum