Today’s marketers are facing increasing pressure to tie marketing into business performance, catching them between two often conflicting priorities: brand storytelling and performance marketing.
Lately, that conversation has been bubbling up among marketers, becoming a talking point on at least three panels on Monday at this year’s Advertising Week conference in New York.
The debate of brand versus performance dates back to even before the advent of Advertising Week, which celebrates its 20th anniversary this year, according to Advertising Week co-founder and CEO Lance Pillersdorf. It’s a timely topic at this year’s event given a hodgepodge of new media channels, like streaming ads, and economic headwinds constricting marketing budgets and shifts in technology, like generative AI, which has promised to spur creativity more quickly than ever, according to marketers and agency executives.
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The original post is at Marketing Archives – Digiday
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