Why have so many brands abandoned the dream phase of communications planning? For too long, brands have been chasing short-term wins, obsessing over conversions and putting brand building in the back seat.
According to a survey by Ebiquity and the World Federation of Advertisers (WFA), 42 per cent of global advertisers plan to increase their share of performance marketing in 2025, up from 21 per cent in 2024. In contrast, only 24 per cent intend to increase their share of branding efforts. This shift is driven by the need for immediate results and the growth of retail media and connected TV.
It is understandable. The lower funnel means numbers I can show in a boardroom full of big question
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