Has the industry gone too far in favour of performance marketing?

In today’s results-driven environment, performance marketing has become the dominant force behind many regional media strategies. As marketing budgets tighten and ROI becomes the leading metric in every boardroom, the question arises: Are we over-rotating towards performance marketing and sidelining brand in the regional industry?

We posed this question to a cross-section of regional industry professionals and found a telling pattern: ten said yes, one said maybe, and only one said no. But across the board, there’s a common thread — the line between brand and performance is no longer as clear as it once was.

Some believe the two are converging in productive ways, while others cautio