The urging behind emerging media

In the continuing battle between direct response and brand-building as an agency philosophy, direct response (now renamed digital or performance marketing agencies) seem to be getting the upper hand, as agency managements promote the more digitally savvy.

The urging behind emerging media

Joe Mandese

It's happening again. In the on-again, off-again battle between the two philosophies of marketing, direct response efficacy is getting the upper hand on the more ethereal art of brand-building media advertising. And the culprit once again is the rapid rise of the internet. It has been ten years since the DR nerds had this kind of traction, but they are back with a vengeance. Of course, they do not call themselves DR shops. They use the far more au currentterminology of digital agencies – performance marketing – but they are basically...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands