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Oh, first let me say I’m sorry for this surprising intro! I also come from brand with big brands via agencies and my first time working with a performance team was so, eh hem, challenging... I couldn’t believe that we were having such tension over not using an orange CTA button!! 😂
I’m not sure I have a ton of great advice, but what I found helped was when I would ask them to A/B test brand creative and performance creative. EVERY TIME BRAND OUTPERFORMED. (Obviously) They didn’t love it at first but did get into it once they saw consistent results.
It’s just hard to blend the two disciplines if there’s no mural respect. Performance teams are just that — solely focused on performance. It’s hard to communicate the long term value of building brand consistency... hopefully your team will be open to how y’all can properly blend your expertise to get even better results on both sides!
Thank you this is so helpful 🙏 Also I feel so seen haha. The ab testing piece is amazing.
Omg so happy I can help in a tiny way — good luck and DM me anytime ya need to vent!
Small build on EW1. How about serving the brand ad first then followed by a performance ad( aka re-target those who have taken further action on the brand ad)
I don’t have experience in performance marketing but brand marketing with the world’s leading brands (eg Nike Starbucks). I joined a brand after my agency exp and the performance team is keeping out of design decisions for performance ads. I can butt in but they make me understand I’m slowing them down.
They are currently interviewing a performance ad designer and they’re not including me in the process.
Have you ever hired performance ad designers before? I’m used to working with leading global talent and lack experience in the quick and dirty ad process.
Don’t performance ad designers actually ultimately find fulfillment in working on brand marketing or do they love churning ugly clickbaity ads?
Really confused by this.