South Africa, Feb. 24 -- Drawing on fresh and original survey data from senior marketers and agency leaders, the research provides the first quantified diagnosis of why effectiveness principles are widely understood yet inconsistently applied in practice across the region.

Closing this gap requires governance, not just marketing intent. Organisations need to redesign decision rights, evaluation windows, and success metrics so brand investment can be justified alongside performance - enabling teams to operate at twin paces rather than defaulting to short-term optimisation.

Rica Facundo, managing editor - Asia, Warc, says: "Our Pace Principle study confirmed that long-term brand building supercharges short-term performance, even in Asia's...