By Staff Writer

Performance marketing and brand marketing are often portrayed as warring factions fighting a battle for client spend between short-term sales goals and long-term brand building objectives.

But if one thing was apparent at The Drum’s recent Performance Marketing Breakfast, it was that a confluence of technologies and the convergence of the publishing and retail sectors are thrusting performance disciplines into an ever-more prominent position within the marketing mix.

“The performance industry has to sit hand in hand with brand objectives,” said George Gray, newly installed as business development director at Performance Horizon having moved from the performance team at British Airways. “If Read full story ›

Source: The Drum