‘Brandformance’ Is the New Marketing Power Couple
This post was created in partnership with Teads
Key takeaways
- Brand and performance are strongest when treated as one strategy.
- Over-prioritizing performance can erode long-term brand value.
- Creative experimentation delivers impact, even without clear metrics.
Brand and performance marketing teams, long-time frenemies, have traditionally competed for C-suite love, attention, and budget. But unifying these two marketing forces can generate short-term business results and long-term brand equity—both of which are essential for success.
During an ADWEEK House Cannes Lions Group Chat co-hosted with Teads, industry leaders discussed why they’re super excited about the “brandformance” era.
(L-R) MAC Cosmetics’ Aïda Moudachirou-Rebois, Initiative and IPG Mediabrands’ Jonathan Rigby, McDonald’s Australia’s Mary VrančićThe perfect power couple
While brand and performance are sometimes diametrically opposed, Katie Secret, EVP, global head of marketing and go-to-market strategy at Teads, opened the discussion by describing those functions as two important pieces of the same puzzle that need to fuel each other. “The more we can harness the two together, the better the results.”
On the one hand, brand building is a long game that can help grow a loyal customer base. “The reason why brands last forever is because of the brand. It’s not because of what they did in a particular quarter,” said Aïda Moudachirou-Rebois, SVP and general manager of MAC Cosmetics.
Teads’ Katie SecretOn the flipside, performance is what helps companies meet short-term revenue goals. “I find there’s a tendency when you talk about brand to sort of demonize or denigrate performance marketing. It feels cheap and maybe not that significant—but it works,” said Peter Giorgi, SVP of brand marketing at Rocket.
