Building valuable relationships with consumers, while providing personalised campaigns, has become the norm in today’s constantly evolving marketing landscape. This convergence has led to brand marketing and performance marketing becoming increasingly interdependent. Brands that wish to succeed must adapt and be willing to change with this environment.

At iProspect we think about all media as performance media. Our content series Brand and Performance provides tactical recommendations for driving growth, outlining why when we think about traditional brand building tactics and channels we must also think about audiences, how to activate, allocate budget, and optimise through a performance mindset, thus creating truly integrated thinking, all the way through to execution.  

Issue One: The Next Generation looks at evolving consumer behaviours, and how to leverage them to build a modern influential and high performing brand. Examining new shoppable formats, changing consumer attitudes, and the evolution of channel-led approaches, the report outlines why brands shouldn’t underestimate the importance of this shift.