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.

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Key Insights:

1. Economic Pressure: The recession and cost-of-living crisis have pushed brands like ASDA to prioritise short-term ROI over long-term brand building.

2. Balanced Approach: Overemphasis on performance marketing can lead to a detrimental "doom spiral." A balanced strategy yields better long-term results.

3. 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.

4. 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.

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