Concern over short-termism has more than doubled in three years, from 25% of marketers calling it the biggest industry issue in 2022 to 55% in 2025. And yet, budget allocation has barely moved.

This week, Elena, Angela, and Rob dig into why the say-do gap persists in media planning and what it looks like to build a mix based on marketing effectiveness principles instead. They walk through the 60-40 rule and how to make it your own, what warning signs signal a brand is over-indexed on performance, and why channels like TV and audio earn a closer look when competitors are busy piling into the same digital placements.

Topics covered:
[01:00] The say-do gap and why marketers keep doing what they know doesn't work
[05:22] What rebalancing toward brand building looks like in practice
[07:27] Warning signs your brand is over-indexed on performance
[10:00] How to use reach to grow beyond your existing customers
[12:28] Using share of voice to find channel opportunities your competitors have missed
[14:08] Linear vs. CTV: how to use each as a distinct strategic tool
[17:46] Building a measurement approach that captures both short and long-term impact






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Resources: 

2026 WARC Article: https://www.warc.com/en/article/whats-stopping-cmos-investing-in-brand-building-9ceffeb68530467cb3ecc12959e94670

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