The most successful 2016 campaigns still split their budget close to 60:40 between brand building and activation.
StatBrand Strategy
The 60:40 brand-to-activation split survived the digital era. The 2016 cases with very large share growth sat at 62:38, the most efficient cases and the very large profit growth cases at 64:36.
Source
Media in Focus: Marketing Effectiveness in the Digital Era - IPA, in association with Google and Thinkbox (EffWorks) (2017)
Les Binet (adam&eveDDB) and Peter Field (Peter Field Consulting), IPA Databank
Fig 25, Media in Focus (IPA 2017)
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