Rory Sutherland famously dislikes much of what performance marketing offers, acknowledging that while the lower-funnel is important, many marketers are "painting themselves into a performance corner" to justify their existence.

On this episode of the Performance Marketing Unlocked podcast, Sutherland explains what marketers are doing wrong and how they can better utilise performance-orientated data to generate sustainable brand building. He also outlines retail media's role in generating 'brandformance' and why the success of the frozen paratha should propel a return to frozen food in Britain.

This podcast was hosted by PMW's Multimedia Editor, Joseph Arthur.

~ Episode breakdown ~

What's wrong with performance marketing? (1:48)

How retail media can build a bridge between brand and performance (23:15)

Why frozen food needs to make a return in Britain (31:31)

~ Further reading ~

Investing in performance marketing is not enough, a view from Rory Sutherland

Havas Market’s Alex Walker on navigating adland in a time of ‘information overload’

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