Blurring the Line Between Brand & Performance Media

Access to real-time audience data is reshaping how brand strategy and performance media work together. Building awareness and driving shoppers to act aren’t mutually exclusive goals—they’re two sides of a holistic strategy. 

In this video, Amie Owen, Global Chief Commerce Officer at IPG Mediabrands, explains the “glue” that holds brand and performance strategies together. She also shares how her media planning approach begins with understanding the audience. 

Hear what she had to say:

Audiences are the engine driving both branding and performance. IPG Mediabrands draws on key data insights to answer the “Five Ws,” then matches tactics to shoppers.  

In the video below, Owen explores how her agency is building connections and driving purchasing behavior by meeting audiences where they are in their purchase journey.  

Check it out: