How to balance short-term impact with long-term results

Short-term marketing tactics are increasingly taking precedence over long-term brand building, which is affecting advertising effectiveness, but whose responsibility is it to even the balance between fast results and brand longevity?
The issue of short-termism was raised by an IPA report in June that suggests the use of short-term metrics to measure campaign success is resulting in a sharp drop in creativity and diverting budgets away from longer-term brand building