Mars Petcare on how to get brand and performance just right

Brand building and performance marketing are often treated as competing priorities, but sustainable growth depends on getting both sides of the equation working together.

In this episode of Brave Talk, René Hißerich, Senior Director, Media, Content & Digital Marketing at Mars Pet Nutrition Europe, joins Mark Byrne, Director of Paid Media at Brave Bison, to explore how marketers can find the right balance between generating future demand and capturing the demand that already exists.

René shares how Mars Pet Nutrition has evolved its media investment towards a more balanced approach between demand generation and demand capture, while Mark brings the opposite perspective: helping performance-led brands broaden their investment beyond the bottom of the funnel.

Bringing those perspectives together with Brave Bison’s Paid Performance expertise, the episode explores full-funnel planning, measurement and how brand and performance teams can work together to drive both immediate results and longer-term growth.

Watch the full episode below.

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