Summary
Dentsu Aegis Network's annual conference in Manchester explored how businesses can balance performance marketing with brand loyalty. Rachel McDonald, managing director of Dentsu Aegis Network North, said the event provided insights from thought leaders on embracing disruption whilst maintaining long-term vision.
Keynote speakers warned of the cost of inaction. Katrina Stirton-Dodd of Contagious highlighted that 64 per cent of consumers are unhappy at misuse of their data, whilst expert Richard Shotton cautioned that short-term tactics do not build lasting brand strength. Dan Hagen, Global Chief Strategy Officer at iProspect, noted that only 0.5 per cent of the $650bn global advertising spend is invested in measuring campaign effectiveness.
McDonald said the conference—now in its third Manchester iteration—demonstrated that businesses can balance brand and performance by having a clear vision, empowering employees to act quickly, and cutting through bureaucracy. The event highlighted that trust, credibility and relevance are essential drivers of long-term business success in digital markets.
Read the full story at Manchester Evening News
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Common questions
- What is this article about?
- Dentsu Aegis Network held its Make Disruption Pay conference in Manchester, where marketing leaders debated the balance between instant returns and long-term brand investment in a rapidly changing market. Speakers warned that businesses ignoring digital disruption face extinction, with average company lifespans shrinking from 67 years in 1920 to 15 years by 2015.
- When was this published?
- This article was published on 3 June 2019.
- Who published this article?
- This article was published by Manchester Evening News.