""The category-wide rush to performance at the expense of awareness was a classic example of throwing the baby out with the bathwater," said Scott Shamberg, president and CEO at indie media agency Mile Marker."
""Everything became about the lower funnel and we heard people start saying all media is performance. CPG was probably the vertical most guilty of that because of the advent of lower funnel advanced metrics.""
CPG companies are increasingly hiring marketers focused on brand building rather than just media optimization. Recent appointments include Katie Williams at Smuckers and Jason Levine at Hormel, emphasizing brand stewardship. The shift comes after years of prioritizing performance marketing, which emphasized metrics and ROI over brand awareness. This change reflects a recognition that proving marketing effectiveness does not equate to building a strong brand. Industry leaders acknowledge that an overemphasis on performance metrics led to a neglect of brand identity and awareness.
Read at Digiday
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