Kevin Howard
Executive Director, Growth Marketing & Innovation, Ally Financial Inc.
Kay Vizon
Media Director, Kroger, MMA Media & Data Board Chair
Vassilis Bakopoulos
SVP, Global Head of Research, Marketing + Media Alliance
The challenge of balancing between brand and performance is probably as old as marketing itself. While many marketers realize that both are essential for a successful marketing strategy, they usually find it challenging to align internally behind a common approach and common understanding of how these two marketing approaches drive growth. We will explore these approaches and highlight specific case studies, including results that show how brand favorables activate at a 6x rate versus non-favorables.
