AFINNity
Is this the return of full funnel brand-building?
Following a big loss in revenue in the first half of 2023, ASOS's CEO, José Antonio Ramos Calamonte, identified the need to move away from an overreliance on performance marketing and focus on profitable growth backed by brand building activity. At the same time, Airbnb said its “full funnel” approach to marcomms was delivering “strong” return on investment, a claim that came as the company reported its first ever profitable quarter.
So what is full-funnel brand-building and how can companies practically deploy this? FINN's experts, Thomas Morris (Senior Partner, Global Intelligence, FINN Partners UK), Joyce Liong (Senior Partner, FINN Partners Singapore) and Joshua Wang (Director, Research & Insights, FINN Partners Singapore) sit down with AFINNity host, Elliott King to share their thoughts on and combined experiences with this strategic approach that is making a comeback.
FINN Partners is one of the fastest-growing global, independent marketing and communications agencies in the world, serving clients through a powerful combination of bold creativity, informed strategy, hands-on partnership and highly specialized expertise.
More than an agency, we are a diverse collective of passionate individuals with a heart and conscience who help brands craft and share their stories in ways that drive business value and make a positive impact in the world.
In this podcast, host Elliott King (Managing Partner of MintTwist, a FINN Partners Company) talks to FINN experts located the world all over to get their hot takes on what's happening, explore what works (and what won't or hasn't) and how these would impact the future of marketing and communications.
Following a big loss in revenue in the first half of 2023, ASOS's CEO, José Antonio Ramos Calamonte, identified the need to move away from an overreliance on performance marketing and focus on profitable growth backed by brand building activity. At the same time, Airbnb said its “full funnel” approach to marcomms was delivering “strong” return on investment, a claim that came as the company reported its first ever profitable quarter.
So what is full-funnel brand-building and how can companies practically deploy this? FINN's experts, Thomas Morris (Senior Partner, Global Intelligence, FINN Partners UK), Joyce Liong (Senior Partner, FINN Partners Singapore) and Joshua Wang (Director, Research & Insights, FINN Partners Singapore) sit down with AFINNity host, Elliott King to share their thoughts on and combined experiences with this strategic approach that is making a comeback.
FINN Partners is one of the fastest-growing global, independent marketing and communications agencies in the world, serving clients through a powerful combination of bold creativity, informed strategy, hands-on partnership and highly specialized expertise.
More than an agency, we are a diverse collective of passionate individuals with a heart and conscience who help brands craft and share their stories in ways that drive business value and make a positive impact in the world.
In this podcast, host Elliott King (Managing Partner of MintTwist, a FINN Partners Company) talks to FINN experts located the world all over to get their hot takes on what's happening, explore what works (and what won't or hasn't) and how these would impact the future of marketing and communications.