Delia Sandu, Head of Marketing, Al Masaood AutomobilesAs marketing continues to evolve, the industry is moving beyond the traditional divide between brand-building and performance marketing. Increasingly, brands and agencies are finding ways to strike a sustainable balance – one that delivers measurable outcomes without compromising long-term brand equity.
Achieving this equilibrium requires more than media optimisation or creative excellence; it demands that organisations stay close to their customers, remain true to their values, embrace change and continuously challenge the status quo. It calls for a mindset grounded in curiosity, adaptability and cross-functional alignment.
Crucially, it also means recognising that marketing doesn’t stop when perfo
To continue reading this article you need to be registered with Campaign. Registration is free and only takes a minute. Register Now or sign in below if you already have an account.
Tags:adaptabilityAdvertisingAl Masaood AutomobilesalignmentawarenessbalanceBrand Buildingbrand equity media optimisationChangeConsistencyCreative excellencecuriosityCustomer Experiencecustomer inclusiveCXDelia SanduKPIslong-term valuemarketingmedia optimisationPerformancePerformance marketingpersonalisationPurposesustainability
