Brand vs Performance: Planning beats picking sides

The brand vs performance debate has dragged on for years, but we think it’s time to stop picking sides. Instead, marketers should plan for both, using data and strategy to connect audience behaviour with creative storytelling.

Our managing partner for Performance, Andy Platt told Advertising Week: “There’s no binary choice between the two — performance activates demand, but brand creates it. The brands winning today are those who understand how to balance both.”

Read the full article on Advertising Week.