“You can’t continue to focus just on performance marketing without looking after your brand”: that’s the warning made by Bloomberg Media’s Europe managing director, Duncan Chater.
Speaking to The Media Leader at The Year Ahead 2024 event, Chater revealed that conversations around “brand” are growing despite technology for audience targeting and measurement continuing to evolve.
Chater said: “There are more and more pockets of clients now that are really seeing that they have not focused on brand enough. And that’s starting to impact their business in lots of other ways.
“You can’t continue to focus just on performance marketing without looking after your brand. And if you’re a heritage brand, you need to continue to make sure you’re articulating the strengths and your vision and purpose really, really well.”
The Year Ahead, hosted by The Media Leader and Adwanted Events, is an annual get-together for UK media and advertising’s most influential people.
