The ongoing debate between branding and performance marketing is evolving toward a combination of both, as businesses recognize the need for a unified approach. Wpromote, originally focused on performance marketing, has adopted what it calls “brandformance,” blending branding with performance strategies.
This shift reflects a broader realization that effective marketing requires addressing both upper-funnel brand awareness and lower-funnel conversion tactics. As consumer behaviors change, Wpromote aims to provide a more comprehensive, full-funnel service for its clients.
To support this transition, Wpromote has brought in new leadership, including Janna Navarro as VP of Brand Strategy and Kingsley Taylor as Managing Director. Navarro, who has experience from her time at Carat and Crispin Porter + Bogusky, will focus on bridging the gap between brand-building and performance-driven strategies. Taylor, with leadership roles at agencies like Candor and Digitas, will help guide the agency’s overall “brandformance” strategy, ensuring all aspects of marketing are integrated effectively.
Branding vs. Performance Marketing Wpromote’s ‘Brandformance’ Strategy Bridges the Gap for a Unified Approach
Wpromote’s leadership recognizes that today’s consumer journey is far from linear. Christine Schrader, Wpromote’s VP of Strategic Innovation, compares it to the game Chutes and Ladders, where consumers move unpredictably between various stages of the buying process.
As a result, the agency’s new approach is designed to mirror this non-linear behavior, aligning media strategies with real consumer thinking and decision-making processes rather than following a rigid, step-by-step funnel model.
Navarro sees Wpromote’s foundation in performance analytics as a key advantage in solving the longstanding disconnect between branding and performance marketing.
She believes traditional agencies often struggle to effectively link these two components, while Wpromote’s data-driven roots enable it to more accurately measure and attribute the impact of brand media. This makes the agency uniquely equipped to provide a more cohesive marketing strategy that resonates with modern consumers.
To enhance this full-funnel marketing approach, Wpromote is leveraging its proprietary intelligence platform, Polaris. This tool integrates client media management, resource allocation, and operational systems, offering a streamlined solution for clients like Athletic Brewing Co.
The goal is to provide a unified, holistic view of marketing performance, making it easier for clients to track and measure both brand and performance outcomes through a single platform, simplifying their workflow and enhancing efficiency.
