performance marketing
Why cutting brand spend is the corporate equivalent of cutting defence budgets
Just as Europe is relearning that security cannot be bought on the fly, Ian Whittaker argues that slashing brand spend isn't fiscal discipline, it's corporate disarmament.
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.
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.
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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.
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.
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 Team Lewis' Calvin Siew explains why brands must break free from outdated KPIs and redefine relevance in real time to truly embrace customer-centricity.
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