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 caution that the growing imbalance could have long-term consequences. Here’s what they had to say.
CJ Williams
Account Director, JWI
NO
But it might feel that way. The abundance of targeting options today means we’re no longer limited to broad-stroke brand awareness campaigns. Targeting techniques traditionally reserved for performance marketing are now being applied to brand-building efforts as well. As a result, the line between brand and performance is blurring and that’s not a bad thing. Understanding and leveraging these methods is becoming increasingly important as we move into an era when audiences have more control over how they’re reached. First-party data and a real appreciation of user preferences are no longer nice-to-haves; they’re must-haves for any campaign.
Sherry Mansour
Managing Director – MENAT, Seedtag
YES
While performance marketing delivers short-term wins, an overemphasis risks eroding long-term brand equity. In the region, especially with tightening budgets, we’re seeing brand-building take a backseat as measurable KPIs dominate boardroom discussions. But brands aren’t built on conversions alone – they thrive on emotional connection, storytelling, and consistent identity. The most successful players strike a balance: they use data to inform performance, but invest in brand to sustain growth. A brand forgotten is a brand replaced – and no amount of retargeting can fix that.
William Varghese
Founder, Codeyaya
YES
I’ve seen first-hand how the industry is skewing heavily towards performance marketing driven by the need for immediate ROI and measurable results. While performance is essential, brand-building lays the foundation for long-term growth, trust and differentiation. In a crowded regional market, neglecting brand strategy can result in short-term wins but long-term erosion. A balanced approach ensures campaigns not only convert today but also build equity for tomorrow. With tighter budgets, it’s not about choosing one over the other – it’s about smarter integration.
Shadi El Mourad
VP Strategic Partnerships, Impact BBDO
YES
But maybe not in the way we think. It’s not just that performance is stealing budget from brand. It’s that we’ve quietly started treating content as performance. Chasing micro-metrics. Optimising culture into silence. What we call ‘performance’ today is often just short-term storytelling with a price tag. But brand doesn’t vanish – it dilutes. It fades into templates, trends, and tactical noise.
We’re not underinvesting in brand. We’re just mislabelling what good content is supposed to do. And when we stop building memory, we stop building value. At some point, even the clicks will notice.
Alefiya Kapadia
Head of Media, Radix Media MENA
YES
Across many categories, there’s a clear shift toward prioritising hard KPIs such as conversions and sales through performance marketing. While this approach is essential, it often comes at the cost of soft KPIs such as brand love and emotional connection. In my opinion, it’s important to acknowledge that performance marketing demands significant time, effort, and precision – this should not be underestimated. However, without the foundation of strong brand equity, performance efforts can struggle to scale or deliver sustainable impact. A balanced strategy that invests in both short-term performance and long-term brand building is key to
driving lasting growth and meaningful customer relationships.
Jenni Ritamäki
Founder and CEO, Six Sense Agency
YES
I see a clear imbalance – we’re over-prioritising performance marketing and sidelining brand. Yes, performance delivers quick wins, but without long-term brand investment, we risk becoming forgettable.
Great brands aren’t built in dashboards. They’re built through emotional connection, cultural relevance, and consistent storytelling. In our fast-moving market, the brands that win are the ones that balance both – performance to convert, brand to endure. It’s not either-or; it’s both – strategically aligned.
Neha D’Souza
Senior Media Director, The Network Communications Group
YES
There’s a clear tilt toward performance marketing as brands increasingly chase short-term results, driven by advanced targeting tools and rising pressure to deliver measurable business outcomes. However, this shift often comes at the cost of brand-building efforts. In the short run, overdependence on performance tactics can lead to diminishing returns in an oversaturated market. Over time, it can erode brand equity and hinder long-term, profitable growth. To thrive, brands must strike the right balance – combining performance with consistent brand-building to stay relevant and create lasting and more meaningful consumer connections.
Chrisa Chatzisavva
Global Digital Lead, UM
MAYBE
But it’s not a binary issue anymore. The traditional divide between brand and performance is dissolving, especially as consumer journeys become more fluid and data-rich. Yes, there are still organisations clinging to outdated siloes, treating brand as a cost centre and performance as a conversion machine. But the more forward-thinking players are architecting unified strategies where brand fuels demand and performance captures it. Often, the barrier isn’t intent, it’s legacy structures, internal politics or measurement systems that can’t keep up. The industry isn’t over-rotating; it’s evolving, and some are simply evolving faster than others.
Yves-Michel Gabay
Managing Director MEA, Gamned!
YES
In the region, there is an excessive shift toward performance marketing, and against brand building. Many regional advertisers, particularly those distributing international brands, assume branding is handled by the parent companies – which works for luxury and automotive sectors but is less compelling elsewhere.
A performance-first approach carries risks. Because without brand nurturing, consumer preference becomes primarily price-driven versus brand preference.
When companies invest heavily in performance marketing, they’re harvesting demand without creating it, with inevitable consequences – the top of the funnel starves, fewer potential customers enter the conversion pathway. This leads to conversions decrease and acquisition costs rise.
Balancing performance with brand building isn’t just good practice – it’s essential for sustainable growth.
Hatim Fakih
General Manager Saudi Arabia, Mediaplus Middle East
YES
This trend is driven by the pressure on budgets and the perceived immediate value of performance metrics, while research indicates that this approach may be short-sighted and detrimental to long-term business growth.
Performance marketing is often seen as more valuable due to its immediate and measurable metrics, but these metrics can be misleading and do not always reflect true business performance, and this has led to an imbalance where performance marketing is exaggerated, potentially at the cost of long term brand health. While focusing solely on performance media can lead to a ‘performance penalty’, with a median 40 per cent decrease in revenue ROI. In contrast, a balanced approach that includes both brand-building and performance advertising can achieve a median 90 per cent greater revenue ROI.
Hassan Abbas
Senior Director – Precision Marketing and Media, Nissan United – TBWA\RAAD
YES
Brands are shifting more towards performance marketing. I believe both performance marketing and branding serve essential but distinct purposes, and neither should be considered more impactful in isolation. Performance marketing delivers immediate, measurable results such as conversions and leads, but its effect is often short-lived if not supported by a strong brand foundation. Branding, on the other hand, builds long-term equity, customer loyalty, and top-of-mind awareness.
A strong brand also enhances customer stickiness, increasing the likelihood that customers remain engaged, return, and advocate for the brand over time. The most effective strategies strike a balance, where performance is strengthened by brand equity and storytelling is guided by data-driven insights. Brands that focus solely on short-term gains risk long-run stagnation. In my opinion, a balanced approach is key to sustainable growth.
Craig Borthwick
Partner, LightBlue & Board Member, The Marketing Society
YES
In a rush to maximise perceived quick wins, we’re forgetting what audiences actually care about. Performance marketing is essential, but often too tactical, reactive and missing soul. In a region rich with culture and storytelling, too many brands are stuck chasing efficiency over emotion – counting clicks instead of building meaning. Nurture your brand and let it set the tone: performance should close the deal. Great brands shape perception and drive preference long before an ad is served. When audiences genuinely connect, cost per click drops and loyalty rises. It’s time to stop sprinting and start building long-term brand growth, where creativity leads and performance follows, albeit hand-in-hand.
Read the full issue in print here.
