Campaign Breakfast Briefings provide the marketing community with thought-provoking opportunities to learn about where our industry is heading next.
Brand v performance: the marketer’s dilemma
“Brand v performance: the marketer’s dilemma” is the subject o Campaign US next Breakfast Briefing in association with iCrossing.
Getting the balance right between short-term performance and long-term brand-building is one of the greatest challenges facing the modern marketer.
At this must-attend event, we will hear from both “performance” advertisers that are experts in digital marketing and now investing in brand and traditional advertisers that are becoming more performance-driven and going “direct to consumer”.
Join us on 10 April to find out:
- How have leading marketers found the right balance between brand and performance?
- How can agencies offer both performance marketing solutions and long-term brand-building craft? Or, in fact, should agencies specialise in one or the other?
- Does the growing importance of digital marketing mean the traditional 60:40 balance between brand-building and direct response is shifting towards short-term performance?
9:00: Welcome from Campaign
Lindsay Stein, Campaign US editor, and Gideon Spanier, global head of media, Campaign
9:05: Brand-building vs. short-term performance: introduction by iCrossing
9:10: What brands want: three leading marketers each present case studies
Raechelle Hoki, vice-president, Brand Comms, Dollar Shave Club Kwame Taylor-Hayford, Managing Director, Chobani
9:30: Panel: Q&A with marketers
Raechelle Hoki, VP, Brand Comms, Dollar Shave Club Kwame Taylor-Hayford, Managing Director, Chobani Moderated by Lindsay Stein, Campaign US editor
9:40: Dynamic creative optimisation: What's the role of the big, creative idea in a world of mass personalisation and 1-2-1 marketing at scale?
9:50: Panel: Getting the balance right between brand and performance
Kate Stanners, Global chairman and cheif creative officer, Saatchi & Saatchi
Rob Norman, advisory board member, Albert Technologies, independent director, ComScore, and former chief digital officer, Group M
Suzanne Powers, global chief strategy officer, McCann Worldgroup
Moderated by Gideon Spanier, global head of media, Campaign