Two marketers walk into a funnel: How to get brand and performance just right

Most conversations about the funnel argue from the same side, this one doesn't.

René Hisserich has spent the last two years rebalancing Mars Pet Nutrition's media spend away from a top of funnel-heavy weighting towards a more balanced 60/40 split between demand generation and demand capture.

Our director of paid media, Mark Byrne tends to work in the opposite direction - helping performance-led clients who've spent years optimising the bottom of the funnel to start investing in the top.

The same fundamental tension, with opposite starting points. Together they get into what drives those starting points, what it actually takes to shift them, and how you know when you've got the balance right.

Watch the full episode below.

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