Over half of marketers say campaigns ‘too focused’ on performance
While their businesses might be prioritising performance, most marketers claim brand advertising is key to achieving their objectives.
In theory, it’s widely accepted a balance of short-term tactics and long-term brand building is the key to driving sustainable growth. In reality, marketers are caught between pressure to deliver in quarter and their own belief in brand.
More than half (52.9%) of marketers say their campaigns are too focused on performance/sales rather than brand building, according to Marketing Week’s exclusive 2025 Language of Effectiveness research, in partnership with Kantar and Google.
However, when asked which marketing tactics are most important for achieving their business objectives in 2025, 54.7% of the more than 1,000 respondents say brand advertising.
