
Brand and Performance Are Interconnected.
Performance marketing has always been about control – optimizing KPI’s throughout the acquisition funnel. But in 2025, marketers are feeling the edges of that model. Channels are saturated. Costs are volatile. Campaigns that once scaled cleanly now stall or decay. When the short-term fixes stop delivering, the limiting factor often isn’t the media or the mechanics. It’s the brand. Or more specifically, how the brand is showing up inside the creative.