Wpromote expands its offerings to full service, dubbing it ‘brandformance’
It seems the debate over branding versus performance, which has picked up in volume since it became clear the pandemic’s effect on consumers wasn’t as long lasting as once thought, is settling into the conclusion that it’s branding and performance.
The latest example of this melding of upper-funnel and lower-funnel marketing lies with independent performance agency Wpromote, which has quietly expanded from its performance roots to what it’s calling “brandformance” — a more full-funnel approach for many of its clients. The agency also has just expanded its executive roster to include a brand-side exec and a new managing director, to help ensure it is firing on full-funnel cylinders.
Wpromote hired Janna Navarro away from her role as svp of planning at Dentsu’s Carat to become its first vp of brand strategy, and her background includes six years at Crispin Porter + Bogusky overseeing Domino’s media strategy.
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Source:: Digiday
