Brand and Performance – what mix is right for your business
Les Binet and Peter Field’s latest research for the IPA has concluded that the optimum media mix should be based on the 60:40 model. But with economic uncertainty and quarterly reporting, CMO’s are faced with increasing pressure from the board to deliver on shareholder requirements in the short term- but is this to the detriment of long-term gains?
In these quick fire case studies, attendees will gain insider knowledge on what is driving the media approach of businesses at different life stages and what channels and tactics are working depending on their size, scale and objectives.
- What is driving the media approach of businesses at different life stages and what results is their media activity yielding?
- Building a long term brand strategy: understanding what drives young businesses to shift investment from performance to brand building and vice versa
- How are CMOs in different sectors working with agencies as their needs shift?
Case study: Established business
Sara Bennison, Chief marketing officer, Nationwide
Case study: Business in operation for under 5 years
Jim Warren, VP of marketing, Bloom & Wild
Joint Q&A and interactive polling