What better way to kick off the first episode of Small Plates, Big Ideas than speaking to the topic that covers both of our professional backgrounds…creative and branding vs. performance.

In this episode, we dive into Brandformance — where brand marketing and performance marketing start to merge.

It’s been a long time coming and 5 years ago, we might not have been able to sit at the table together and agree on our marketing practices. BUT we’re seeing a shift in the industry. Not only a shift where a creative and a performance marketer can sit together over a plate of Gyozas and agree with each other but where brand and performance teams are becoming less siloed.

We explore how this is happening with the introduction of incrementality testing which helps us to understand the true value of marketing. Both upper funnel and lower funnel. And how this is helping to change the perspective of marketers and creatives working across the funnel to build a more cohesive strategy.

Key Takeaways

▶ What is Brandformance? Where brand and performance start to merge and how the teams start to understand each other.

▶ Why the Shift? The industry is moving away from siloed KPIs toward unified goals that benefit both brand equity and measurable performance.

▶ Incrementality Testing: A method of using randomised, controlled experiments to understand the uplift in conversions and revenue that specific marketing activities bring.

▶ Why do we need this? It's not enough to just keep screaming at the same audience of people on social media to buy, we have to find new ways of connecting with our existing audiences and new audiences AND finding ways of measuring that.

About Your Hosts

▶ Khaled stacked up an impressive +14 years experience working at Ad agencies, client side and SaaS technology firms. Specializing in enabling flagship global brands, he helps them to harness the power of creative design and communication to overcome advertising challenges. ▶ Leoni comes armed with 8 years in performance marketing and automation, supporting businesses across many verticals, from start ups to eCommerce giants to embrace the power of data and automation.

Together, we offer a unique blend of creativity, performance paired with a cosy feeling and great snacks 🥟 If you wanna say hey, connect with us on LinkedIn 👋🏻

https://www.linkedin.com/in/leoni-parkinson/

https://www.linkedin.com/in/khaledhalwani/

Brandformance: What it is and why we need it.

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