Ad execs hope quarterly earnings reform can ease short-termism, but it’s no silver bullet

Elliott Hill needs a good holiday.

The CEO of Nike promised shareholders and analysts in June that his company had now borne the worst side effects of his turnaround treatment. “We believe full recovery will take time,” he said during its Q4 earnings call.

At the end of this month, they’ll want to see early evidence that projected holiday sales are materializing. Positive noises on the next quarterly call would buy Hill more space and time, while negative or neutral signals will reduce his room for movement. It’ll be a crucial test for the apparel brand, one its leaders might wish they could postpone.

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