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 of 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?

Agenda


9:00: Welcome from Campaign

Lindsay Stein, Campaign US editor

9:05: Brand-building vs. short-term performance: introduction by iCrossing

Emma Armstrong, Managing Director, iCrossing New York

9:15: 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
Bjorn Trowery, director of corporate communications and brand public relations at Heineken USA

9:40: Panel: Q&A with marketers

Raechelle Hoki, VP, Brand Comms, Dollar Shave Club
Kwame Taylor-Hayford, Managing Director, Chobani
Bjorn Trowery, director of corporate communications and brand public relations at Heineken USA
Moderated by Lindsay Stein, Campaign US editor

10:00: Panel: Getting the balance right between brand and performance

Rob Norman, advisory board member, Albert Technologies, independent director, ComScore, and former chief digital officer, Group M
Chris Apostle, chief media officer, iCrossing
Rachel Mercer, executive strategy director, R/GA
Suzanne Powers, global chief strategy officer, McCann Worldgroup 
Moderated by Gideon Spanier, global head of media, Campaign

10:30: End of event

Get in touch

Event enquiries: Graham.Naughton@haymarket.com