Mitin Chakraborty
Head of marketing, Babyshop (Landmark Group)There’s a quiet standoff playing out in marketing departments everywhere. On one side: performance marketing, armed with dashboards, conversions and the intoxicating rush of real-time ROI. On the other: brand-building, with its slower burn, broader ambition, and that slightly smug aura of being in it for the long game.
If 2025 has taught us anything so far, it’s that this battle is exhausting and increasingly unhelpful.
The smarter question is not “Which one wins?” but “How can we make them work better together?”
Short-term sprints. Long-term vision. Both matter.
There’s no denying that performance marketing plays a vital role, especially in markets with organic demand on the tab
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