Performance media needs a rebrand
In recent years, the role of performance has changed. It’s now full-funnel, harnessing AI, and leading advertising innovation. Yet plenty of people maintain a perception of performance and the people who manage it that’s out of step. Clare Farrugia, performance director at Hatched, explains.
I’m calling time on our industry’s obsession with brand vs. performance. Not because I don’t believe in debating the balance of top vs. bottom-funnel tactics. But instead, because performance isn’t what it once was.
It’s been seen as an afterthought. Often the last line added to a media plan.
