The brand-performance balance has shifted far less than the brand bubble believes
WarningBrand Strategy
The brand-performance balance has shifted far less than the brand bubble believes
Roach's estimate of how far the brand-performance balance has actually moved: something like 80-90% of global spend still goes to short-term direct response, with a tiny share on recognisably brand activity. He flags it as a guess rather than a measurement, and adds that he still sees household-name brands running at roughly 90% performance with small, disconnected brand teams.
Source
The WARC Podcast - Four marketing frameworks you need to know (2026)
Tom Roach (VP, Jellyfish / Brandtech Group), interviewed by David Tiltman (WARC)
00:13:21-00:16:14, Tom Roach on The WARC Podcast, April 2026, stated by the speaker as an estimate
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