Johnny Aldred Johnny Aldred Copy Editor, Performance Marketing World

It’s time for brand advertising to bounce back alongside performance

As ad spend recovers post-pandemic, could two historically separate disciplines be better used to support each other?

Paul Lowrey, director of strategy, insights and marketing at Azerion UK, says there’s a great opportunity to bring the two worlds together…

At the beginning of the pandemic, many advertisers understandably focused on short-termism versus brand building. Within digital, performance marketing represented the natural solution due to its quick and accountable returns.