The world of brand marketing has always had its challenges, but the current landscape feels especially uncertain. From supply chain disruptions to shifting consumer behaviors, brand marketers are under pressure like never before. That’s why we’re thrilled to share President & CEO Scott Shamberg’s “Open Letter to the Brand Marketer in a Time of Chaos,” published in Advertising Week.
In his candid letter, Scott shares insights based on his years of experience navigating turbulent times. He offers practical advice for marketers facing today’s challenges, emphasizing the importance of flexibility and speed. According to Scott, one of the most important things brands can do is double down on adaptability. “Think long and hard before you make difficult to move commitments,” he writes, “and thoroughly understand your ability to make changes as your plans are implemented and begin to show results.”
Scott also talks about the critical need for transparency, not just from the agencies you work with but from every partner in the marketing ecosystem. In an era where the right partner can make all the difference, he reminds marketers that they need to know where every nickel is going to make those quick, smart decisions that keep brands on track.
The message is clear: it’s not about retreating in times of uncertainty but about leaning in and being ready to go at a moment’s notice when opportunity knocks, even as ad spend projections dip.
Scott’s piece also touches on the balance between performance and brand media. While performance marketing might seem like the obvious go-to, Scott advocates for a balanced approach, noting that you shouldn’t “abandon your creative and storytelling goals.” There are ways to leverage all channels to create a comprehensive strategy that delivers both immediate results and long-term brand growth.
Sound like the kind of advice you need to tackle today’s marketing challenges?
Read Scott’s full article on Advertising Week to get more insights.
And if you’re looking for a partner that can help you navigate this chaotic landscape with flexibility, strategy, and results-driven insights, we’re here to help.
