A totally unprepared Nicole joins Frances to talk about the world of marcomms and eyeballs. A digital and social led trend they've witnessed over recent years is the strong shift towards lead generation and sales activation marketing over brand building and brand equity marketing. Frances says 60% of a marketing budget used to be spent on brand building and 40% on lead gen. Although some brands leaned into purpose and 'we've got your back' sentiments through the pandemic in 2020, the percentage split is not what is used to be and brands will be all the poorer for it.