For a digital-first brand, performance spend is a floor, not a variable
PrincipleBrand Strategy
In a digital-first business, performance spend is drawn as a base layer that never switches off. Roach: propose pulsing it off and your CFO will look at you like a complete mad person, because a good percentage of sales drops away immediately and there is no base of brand-built sales underneath to catch you.
Source
The WARC Podcast - Four marketing frameworks you need to know (2026)
Tom Roach (VP, Jellyfish / Brandtech Group), interviewed by David Tiltman (WARC)
00:03:34-00:07:35, Tom Roach on The WARC Podcast, April 2026
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