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The art (and chaos) of modern marketing.
Each episode unpacks the forces reshaping marketing and asks experts how they transform disruption into an advantage. Because when Shift Happens, the best marketers find clarity amid the chaos.
If performance media is so measurable, why invest in brand at all? In this episode of Shift Happens, host Nasser Sahlool, SVP of Client Strategy at DAC, is joined by Robert Cooney, VP of Client Strategy, to explore how an overreliance on last-click performance has pushed media strategies out of balance — and why many brands are now feeling the consequences. They unpack how underinvestment in brand undermines long-term growth, why this challenge is particularly acute for mid-sized advertisers, and how modern measurement frameworks such as media mix modelling and incrementality testing enable brands to shift up-funnel without sacrificing accountability. The core message: performance works best when brand demand is doing the heavy lifting.
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