performance marketing

22 hours ago

Google AI Max and SEO: What it means for brands and consumers

Google’s AI Max for Search signals a shift in how information is found, used, and expected to perform—and is raising new challenges for marketers and brands alike.

Apr 10, 2025

Instead of criticising performance marketing, steal from it

Agencies ought to tap into performance marketing's ability to inspire confidence within boardrooms, say Leo Burnett's Josh Bullmore and Richard Clay from Zenith.

Mar 27, 2025

Pepsi moments don’t wait—and neither do we: Cathy Graham Kidd

With ‘Anytime is Pepsi Time,’ Pepsi’s senior brand director unpacks the brand’s global playbook, cultural agility, and the art of real-time marketing.

Mar 17, 2025

Not every brand or company needs to build AI to leverage it: Google's Sapna Chadha on finding balance in SEA's creator economy

Amidst the AI gold rush, Google's Southeast Asia VP offers CMOs practical wisdom: Demonstrate value from existing tools before seeking new budgets, invest in prompt engineering expertise, and remember that while technology evolves rapidly, authenticity remains the currency that no algorithm can mint.

Mar 11, 2025

Brands are still measuring the wrong things—it’s time to fix that

Metrics dictate business decisions, but do they capture what truly matters? Team Lewis' Calvin Siew explains why brands must break free from outdated KPIs and redefine relevance in real time to truly embrace customer-centricity.

Feb 25, 2025

Google adds new asset testing to PMax to improve campaign performance

The tech giant has also launched other creative capabilities that can help advertisers better target audiences through AI recommendations and testing.