Our industry loves a good debate. And over the past decade, we have been having one – around brand and performance. You either build emotional connections, or you drive measurable action. You either play the long game, or you deliver this quarter’s numbers. Pick a side.
We have been pushed into silos, particularly since measuring the business impact of digital ad investments became a mainstream approach in marketing.
This shift gave rise to new structures within marketing functions – structures where on one side we have the brand team, armed with storytelling, culture and creativity. On the other, we have the performance team, armed with dashboards, attribution models and media efficiency
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