I’ve noticed several recent articles and posts focusing on brand marketing—highlighting its importance and the risks businesses face when they don’t invest in it (i.e. Nike’s recent sales dip). While these pieces emphasize why brand marketing matters, they don’t always mention the valuable role performance marketing plays (let alone, how). This can leave readers with the impression that it’s an either/or choice. So, I wanted to pause and break things down a bit more clearly.

Should you hire a marketing agency that’s deeply embedded in your industry, or one with a broader, industry-agnostic approach?

If you’re working with an agency, you’ve probably asked: "Why do you need access to my customer data?" Fair question. Let's break it down.

Whether you choose in-house, an agency, or a consultant, the real question isn’t who you hire, but what they can create for you.