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The measurement work that underlays the narrative that performance advertising does not drive brand is built off search + world's shittest display ads done by agencies of dinosaur FMCG brands. Anyone seen research on good work building brands? Or do we need to make it happen?.

For most businesses creative is all that matters. Meta & Google have made ad buying a commodity. The world of complex account structures is a tool for agencies to justify cost. Scale good storytelling is the challenge, and it will be for the foreseeable future.

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Good example here of the performance side not working. This is good insight into marketing teams, but because it does not follow the best practice engagement bait hook structure of X, it will do shit numbers.

Why not extend this all the way through to hooks and ideation? We think they have a role to play there as well, but we’ve seen a ton of examples where more analytically minded marketers get too bogged down in optimisation on the creative side and don’t think about winners.

We think this is inevitable. As tools get simpler, machine learning takes over more of the buying and account structures standardise, the performance marketers who move the needle will be the ones who have an astute eye for tactical creative execution.

Have full-stack creatives pushing broadly into testing of hooks and new angles, have performance buyers acting as oversight on best practice and format execution. This represents a shift in the performance marketer role away from the “on the tools” buying focus.

A tough tension in modern marketing is the need for broad creativity around hooks and ideas, and then absolute discipline around format and core messaging execution. We see a lot of companies splitting these two responsibilities into different roles, and we think it works.

Want a massively overgeneralised insight from the slow decline of one of the last great culture brands in the age of the modern internet? . Invest in tools that help you scale content. Which is as nakedly self serving and oversimplified as every other take on this issue.

They have not been able to scale a content machine to the sheer volume demands of modern media (psst this is also happening to Red Bull).

Nike of course has to respond to this, it has to win moments across many more sports and many more more smaller moments, it has struggled to do this, and has seen focused competitors eat its lunch.

We should think about Nike the brand in the context of the Olympics. Nike is built on a history of winning the big cultural moments, as the internet splits into niches, we see less of those moments. We feel that in the olympics feeling smaller and more disparate.

People kept referring to too much "targeted advertising". Ridiculous, they are getting eaten by Hokka & On, brands that have been built by carving out niches within running. through targeting.

This ain't it. You need to go to where your audience is spending their time, so if you aren't going to those channels, you are losing your audience.

What people think of when they hear this is Nike switching from big brand campaigns to FB/ IG/ YT ads.

Lot of chatter around the decline of Nike being because of "performance marketing".

Most online marketing discourse comes from a bunch of agency charlatans trying to use complexity to justify fees. It doesn't have to be that way, ideate broadly, test quickly and cheaply in front of the right audience, and scale your winners to the moon.

RT @_Timdoyle: The single stupidest concept in all of marketing (in a strong field) is that "brand" is a channel or a content format. The….