Posted: Tuesday 2nd February 2021 in Events & Webinars.

“Brand vs Performance Marketing: Frenemies Forever”

Join us on the 17th June at 11am for our next webinar- sign up here.

As the 21st of June approaches and there is a (hopefully) normal world on the horizon, we want to turn our attention to the future of performance marketing and what this looks like after the accelerated digital growth we saw during the unprecedented events of the last year.

Over the years performance marketing has evolved and we now need to look at the bigger picture to understand what this should mean for a brand’s overall marketing strategy. Previously, performance marketing was the niche expertise at the bottom of the funnel, very much siloed from its brand marketing frenemy at the top. Now, its activity is moving further up that funnel and there is a significant overlap between performance and brand, which is driving significant change within the industry.

In our next webinar, “Brand vs Performance Marketing: Frenemies Forever“, we will take a look at the changing relationship between performance and brand marketing, how we should be utilising a performance mindset with brand led creativity, and how collaboration between performance and brand agencies and a focus on audience impact marketing is essential to survive

We’ll be bringing you expert speakers from the world of digital and retail to share their experiences and actionable insights to help you focus on the things you can control. Register for your place at The Retail Reset here or use the form below.

We are delighted to be joined by Dan Elton, Senior Industry Head of Fashion, Luxury and Sports at Google. Dan joined Google in December 2019, just in time to sample Google’s famous office culture before being stuck at home for the next 15 month… He leads the Fashion, Sports and Luxury teams, working with some of the world’s most successful and innovative retailers and brands to drive business growth.

Prior to joining Google, Dan spent 10 years working at Tesco, Argos and Sainsbury’s. At Tesco Dan started life in the Strategy team, before moving to Shanghai to lead a team designing and launching a new business in China and Korea. After returning to the UK, Dan spent time leading the CRM and Insight & Analytics teams. In 2016 Dan moved to Argos and Sainsbury’s as Marketing Communications Director, where he was part of the leadership team that repositioned the Argos brand and integrated it into the Sainsbury’s group.

Also joining us will be Nick Gray, MD of Live and Breathe, a full service creative agency that combines data, innovation and creativity to help their client partners thrive. Current clients of Live and Breathe include Nestle, Coke, Mastercard, Heinz, Morrisons, World Duty Free, Epson, General Mills and Carlsberg Group.

Nick started his career working for an integrated fashion PR agency working on Levis and Converse. He then moved to Ben Sherman, ending up as Group Global Marketing Director at the grand age of 25! The brand grew from £4m turnover to £95m in 3 years and evolved from a UK based men’s shirt brand to a global lifestyle business. Nick then moved to Live & Breathe as commercial director initially and has now been MD for 15 years. 

Alongside Nick and Dan, will be Hayley-Jane Doyle, Head of Marketing at Seedlip.

Responsible for managing the brand growth of the world’s first non-alcoholic spirit and the leading British non-alcoholic Aperitif, Hayley-Jane has spearheaded impressive growth trajectories leading the way in a brand new category.

Previous to this role, Hayley-Jane was Brand Manager for Dorset Cereals at Associated British Foods (ABF), which saw her leading a relaunch across the brand’s global Muesli portfolio. This role was the culmination of four years at ABF, where she completed their Marketing Graduate Scheme working on brands including Blue Dragon, Twinings and Jordans Cereals.

If you want to rewatch any of our previous Retail Reset webinars, please see the links below:

Searching for Synergy: How to win at SEO and PPC in 2021 (and beyond)

Are you too socially distanced from your customers?

How to exceed customers’ expectations in 2021.

If you missed any episodes of our Change is Now series, don’t worry! You can check out all of the highlights and rewatch the webinars here.