Stuart Derrick Writer, Performance Marketing World

Savvy marketers should be mixing creativity with performance

Performance marketing and brand building can't be separated, and so marketers should be focused on the middle ground between the two.

Performance Marketing World’s sister title Campaign recently published an interview with WPP CEO Mark Read who threw the perennially thorny issue of “whither creativity?” on the table.

According to Read: “We spend a tremendous amount of time worrying about media targeting and programmatic media and optimisation but we don’t do nearly enough, I’d argue, to think about how to personalise the creative messaging that goes to consumers and that has to have equal weight.”

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