29 Jul 2024
ASDA Case Study: How Brand And Performance Can Work Together
)
In this conference Nick Primmer, ASDA's Senior Media Manager and Kat Broomhead, Managing Partner at Spark Foundry provided key insights on harmonising brand and performance marketing, using the analogy of Woody and Buzz from Toy Story to illustrate the dynamic between traditional and new marketing approaches.
Listen to the Full Session:
Key Insights:
-
Economic Pressure: The recession and cost-of-living crisis have pushed brands like ASDA to prioritise short-term ROI over long-term brand building.
-
Balanced Approach: Overemphasis on performance marketing can lead to a detrimental "doom spiral." A balanced strategy yields better long-term results.
-
ASDA’s Strategies:
- Stakeholder Convincing: Demonstrating the value of a diverse media mix.
- Robust Measurement: Implementing comprehensive measurement across the marketing funnel.
- Innovative Testing: Experimenting with new formats and creative ideas.
-
Results: Through team collaboration and maintaining brand-building activities, ASDA achieved a 38% increase in ROAS and expanded reach and impressions, even in a tough economic environment.
This case study underscores the importance of integrating brand and performance marketing to achieve sustainable growth and improved marketing outcomes.
More marketing insights in 2024
REGISTER TO ATTEND
Latest News
-
)
A journey shaped by resilience and reinvention—from Ukraine to EU leadership—exploring data-driven marketing, international growth, omnichannel strategy, AI’s real value, and the mindset required for ... -
)
A candid conversation with Brian on digital transformation, leadership, AI-powered teams, and building trusted, human-centred experiences at global scale. -
)
A concise update on UK marketing and technology trends, covering AI regulation, AI commerce, ethical innovation, creator economy consolidation, standout campaigns, and strategic insights shaping 2026. -
)
Insights from the creator of Women in Tech SEO on leadership, brand-building, and why authentic, human-led communities drive the future of B2B marketing. -
)
Ecommerce manager Kat Worley shares how data, creativity, and customer-centric thinking shape impactful digital experiences, reflecting on career lessons, platform insights, and the innovations transf ... -
)
Marketers share their highlights from Technology for Marketing 2025 — from inspiring AI insights to powerful connections and ideas shaping the future of martech. -
)
AI, retail, and regulation reshape marketing: Adobe and OpenAI launch new tools; Meta and TikTok evolve; EU and Google face AI scrutiny. -
)
Discover the Top 100 Marketing Influencers of 2025. The visionaries, innovators, and disruptors shaping digital, brand, content, social, and growth marketing, driving conversations and redefining indu ... -
)
Meet some of the team behind eCommerce Expo and Technology for Marketing. From planning highlights to industry trends, discover how they shape the UK’s biggest retail and marketing events. -
)
Grace Miller reveals how “failing smarter” transforms experimentation into growth. From lessons learned to advice for future innovators, she explains why embracing failure is the key to progress in eC ... -
)
Facing rising costs and shrinking sales channels, Nova Tissue turned to Temu. The platform rapidly boosted sales, safeguarded margins, and created UK jobs—transforming e-commerce into a major growth d ... -
)
Michelle Hurney, Head of CRM at Wonderskin, explores career lessons, customer engagement, and how data, empathy, and AI shape the future of retention-focused marketing. -
)
In today’s digital economy, high-profile social media influencers wield significant power over consumer behaviour. However, with great influence comes great responsibility. From Italy to the UK and be ... -
)
Meet the Top 100 Marketing Influencers Shortlist of 2025. The innovators, disruptors, and rising stars leading the way in marketing. This year’s ranking is still under wraps, and the countdown begins ... -
)
Automated compliance tools are essential for brand protection. This article explores their strengths, the risks of relying solely on AI, and why a hybrid approach ensures compliance and consistency. -
)
Saptak Bose, a global leader in adtech, shares insights from his adtech journey, lessons from Google, and advice for navigating the fast-paced world of marketing tech. -
)
We sat down with Rosie Bailey, the CEO of Nibble and out 2024 AI Startup Contest winner, to talk about her experience from 2024's contest at Technology for Marketing! -
)
Luiza Grinberg has worked at multiple prominent organisations, and today she shares her learnings from across her career, as well as how to create paid eCommerce content that converts. -
)
Meet the Top 100 Marketing Influencers of 2024 - the innovators, disruptors, and rising stars leading the way in digital, content, brand, and growth marketing. -
)
This month's eCommerce and marketing roundup explores UK tax shake-ups, AI's impact on SEO, voice commerce breakthroughs, and how platforms like TikTok and Threads are transforming the path to purchas ... -
)
Ekwy Chukwuji, founder of Equi Botanics, shares how she built an award-winning beauty brand, leveraged AI to scale her business, and became a thought leader in AI-driven marketing and automation. -
)
Bite-size updates on what happened in marketing and eCommerce this month, to keep you ahead of the curve and inform your campaigns. -
)
Lauren Hannifan, co-founder of Snug, shares how she built a standout D2C brand, disrupted the furniture industry, and created impactful customer experiences on a budget. Lauren's Career and Advice ... -
)
Technology for Marketing is thrilled to announce the formation of our 2025 Advisory Board – a diverse group of marketing leaders committed to reimagining the future of marketing events. Led by our S ... -
)
Catch up on this month's biggest marketing stories—TikTok's uncertain future in the US, Sweaty Betty's first global campaign, and Google's latest generative AI tools for retailers. -
)
Janis Thomas, Managing Director at Look Fabulous Forever, on customer-centric marketing, eCommerce growth, and engaging the over-50s demographic for lasting success. -
)
In this interview, Luka Matutinovic discusses how LELO is staying ahead of industry trends with a focus on innovation and consumer-driven strategies. He reflects on his career journey and the key insi ... -
)
Meet Carolyn Tang Kmet, a seasoned expert in eCommerce and digital marketing turned educator at Northwestern University, as she shares insights on personalisation, data-driven marketing, and building ... -
)
Bite-size updates on what happened in marketing this month, to keep you ahead of the curve and inform your campaigns. -
)
It sounds so simple, but the biggest reason most B2B companies don’t see results from their marketing efforts is that they aren’t working to a clear strategy with objectives, the right budget, and a s ... -
)
Meet Zaria Parvez, the mastermind behind Duolingo's viral social media success, who grew their TikTok from 50K to over 11M followers. Discover how she transformed Duolingo into a social-first brand, c ... -
)
Integrating AI into Your Marketing the Smarter Way -
)
Meet Jamie Crummie, co-founder of Too Good to Go, the app tackling food waste and now serving over 100 million users globally. In this interview, Jamie shares his journey, challenges, and vision for a ... -
)
We spoke with Amie Lane, Senior Manager, Partner and Field Marketing at referral marketing platform Mention Me on what she’s looking forward to seeing at this year’s eCommerce Expo and Technology for ... -
)
Frank Brooks explains what’s exciting him most in eCommerce and marketing right now and the best advice he’d give to new professionals. -
)
Vanessa Mallia, Head of Growth at WeDoCRM, highlights AI-driven personalisation, omnichannel strategies, and key industry challenges ahead of eCommerce Expo and Technology for Marketing. -
)
Bite-size updates on what happened in marketing this month, to keep you ahead of the curve and inform your campaigns. -
)
Thanks to CPDme, your attendance at Technology for Marketing and eCommerce Expo will be accredited this year! -
)
Oliver Shayer, Boots UK's Omni-Media Director delves into how brands can blend online convenience with immersive in-store experiences to create interactions that resonate with Gen Alpha. -
)
Discover how these five AI tools can supercharge your personal productivity and free up hours in your day, whether you’re a solopreneur or simply looking to optimise your workflow. -
)
In this conference, Greg Landon, Head of Marketing at Leadoo, provided key insights into the growing importance of website sessions for marketers. -
)
Experts from HubSpot, Vodafone Business, BBC, ScoreApp, and Echo discussed leveraging AI, personalisation, and future MarTech trends to drive growth and enhance customer experiences for growing busine ... -
)
In this conference Nick Primmer, ASDA's Senior Media Manager and Kat Broomhead, Managing Partner at Spark Foundry provided key insights on harmonising brand and performance marketing, using the analog ... -
)
Emma Davis and Ruta Sudmantaite from "Blame it on Marketing" discuss career journeys, marketing challenges and pressures, how to tackle the marketing blame while avoiding burn out. -
)
Elinor's career journey and advice Tell us about your career so far and the essential turning points that got you where you are today. I started my journey in the charity sector in community building, ... -
)
Discover expert strategies from PlayStation, Domino's, and LeanConvert on customer-centric experimentation for business growth and enhanced user engagement. -
)
Discover how Community Marketing can boost brand promotion and sales with insights from Gerry Sherwood. Practical strategies for effective engagement. -
)
Key insights on how the Victoria Beckham brand excels in creating a world-class digital customer experience. -
)
Patrick Zinga shares his expertise in data-driven marketing, continuous learning, consumer-centric strategies, and technological integration to enhance growth and engagement. -
)
Digital marketing always moves at a fast pace. Need a quick refresher of how far we've come in the past year? -
)
Get ready for an inspiring journey through the sweet success story of Candy Kittens! -
)
The hunt for the Top 100 Marketing Influencers of 2024 has officially begun. This prestigious index seeks to identify and celebrate the leading minds in the marketing industry. -
)
The 2024 eCommerce Awards are now open for entries. Recognising excellence in the world of eCommerce the ceremony will take place after day one of Technology for Marketing. -
)
Marketing teams face numerous challenges in today's dynamic work environment, from remote collaboration to content management woes. In a session led by Box experts Frankki Cox and Alex Osborne, key in ... -
)
Gousto, established in 2012 with a vision to transform dinner, has seen significant growth over the years, now delivering over six million meals monthly. In a recent fireside chat, Gousto and Bento Te ... -
)
Bite-size updates on what happened in marketing this month, to keep you ahead of the curve and inform your campaigns. -
)
Drawing from his experience as Agile Transformation in Europe for Coca-Cola, Andrei talks about enhancing creativity and building large scale campaigns with AI. -
)
Harry Glossop, Head of Marketing Analytics at Knight Frank, shared valuable insights during the conference session titled "Strategic partnerships: Using the skills of your data team to drive change." ... -
)
In the pursuit of understanding audiences, actionable insights reign supreme. Qudo.ai's mission revolves around converting data into meaningful action, as highlighted in the session "From 'A-ha' to 'T ... -
)
The landscape of privacy and data regulations is undergoing a significant shift, with the DPDI Bill poised to reshape the UK's post-Brexit data protection regime. In the session titled "What will repl ... -
.png/fit-in/500x500/filters:no_upscale())
What's the hot, new social media channel where even a small brand can quickly reach millions of people with a single post? The answer is, of course, LinkedIn. -
.png/fit-in/500x500/filters:no_upscale())
Yes, ChatGPT can help you win on LinkedIn. And no, that’s not by producing dull, generic AI content. Working through her acclaimed ‘ChatGPT for LinkedIn’ playbook, Heather Murray explores: - How to ma ... -
)
Meet Benjamin Honorato, SurveyMonkey's Senior Solutions Engineer, sharing SurveyMonkey's impactful role in improving customer experience, and best CX practices. -
.png/fit-in/500x500/filters:no_upscale())
The model of a story is perfectly designed to engage your audience, create emotion, and inspire action – but do you know what this model actually is? You can see it at work in pretty much every TV sho ... -
)
In an era where technology is reshaping the marketing landscape, the role of Artificial Intelligence (AI) has become pivotal in driving business results. To delve into the intersection of AI and marke ... -
)
Meet Samantha, currently the Head of Marketing Automation at the Financial Times. -
)
In this session, Rachael Kotadia and Danni Hunt from RedEye teared up the rule book and addressed some of the marketing myths that B2C marketers face today to help you be a better marketer and smash y ... -
)
In a direct and insightful session, James Sharman and Ellie Webster from Haleon explored data-driven marketing strategies, focusing on the transformative power of personalisation in capturing the hear ... -
)
In a recent conference session chaired by Andrew McClelland, IMRG Consultant & Co-Founder of The Data Project Ltd, Tom Barton, Co-Founder and Director of Food, Quality, and Sustainability at Honest Bu ... -
)
Why does your company need both good customer experience (CX) and a successful customer journey? Aren’t they the same? Not exactly. Find out how to devise, and get management buy-in for your new custo ... -
)
Envisioning a future without third-party tracking cookies raises crucial questions for data-driven marketing. Marketers face significant challenges in reimagining customer acquisition strategies. Yet, ... -
)
Trends were once the purview of the press and the brands that paid them. Now, social media has laid waste to this top-down approach to popular culture and consumers have taken much of the power back, ... -
)
Take a peek into the future with this presentation about the challenges that digital marketers will face, and how to address them today, with Dimitrios Rokos, Chief Commercial Officer of WayMore. Key ... -
)
As competition within marketing channels becomes fiercer, numerous firms are overlooking an essential resource: their existing structured data. This talk shed light on the frequently underestimated op ...
)
)
)
)
)
)
)
)
)
)
)
)
)
)
)
)
)
)
)
)
)
)
){kind=logo}
)
){kind=logo}
)
){kind=logo}
)
){kind=logo}
){kind=logo}
){kind=logo}
