Campaign Breakfast Briefings provide the marketing community with thought-provoking opportunities to learn about where our industry is heading next.

Brand v performance: the marketer’s dilemma

Getting the balance right between short-term performance and long-term brand-building is one of the greatest challenges facing the modern marketer.

At this Breakfast Briefing we heard from both “performance” advertisers that are experts in digital marketing and now investing in brand and traditional advertisers that are becoming more performance-driven and going “direct to consumer”.

Topics that were discussed on the morning include:

  • How have leading marketers found the right balance between brand and performance?
  • How can agencies offer both performance marketing solutions and long-term brand-building craft? Or, in fact, should agencies specialise in one or the other?
  • Does the growing importance of digital marketing mean the traditional 60:40 balance between brand-building and direct response is shifting towards short-term performance?


7.45: Registration and Breakfast

8:30: Welcome from Campaign

8:35: The long and the short of it: Brand-building vs. short-term performance

Les Binet Head of effectiveness, Adam & Eve/DDB and co-author of The Long and the Short of it

8:45: What brands want: leading marketers present case studies

Andrew Smith, Director, global marketing communications,
Kerry Chilvers, Brands director, Direct Line Group
Cheryl Calverley, Chief marketing officer, Eve Sleep

9:10: Panel: Q&A with marketers

Andrew Smith, Kerry Chilvers and Cheryl Calverley in conversation.
Moderated by: Gideon Spanier

9:20: Media planning on the front line: When brand and performance work well separately and together

Mike Florence, Chief strategy officer, PHD UK

9:30: Panel: Getting the balance right between brand and performance

Kate Stanners, Global chairman and cheif creative officer, Saatchi & Saatchi
Mike Florence, Chief strategy officer, PHD UK
Les Binet, Head of effectiveness, Adam & Eve/DDB and co-author of The Long and The Short of It
Moderated by: Gideon Spanier

9:55: Closing comments

9:55: Coffee and networking

10:30: Close of event

Speakers include:

Les Binet

Head of effectiveness, Adam&Eve/DDB

Les is a world-renowned expert in the field of marketing effectiveness and has written extensively on how advertising works, how to make it work better, and how to evaluate it. His acclaimed studies include The Long and The Short of It: Balancing Short and Long-term Marketing Strategies (2011) and Marketing in the Era of Accountability (2007) – both of which he co-wrote with Peter Field. Les has probably won more effectiveness awards than anyone else and the Institute of Practitioners in Advertising awarded him The President’s Medal, the highest honour it can bestow, in recognition of his achievements in 2014.

Cheryl Calverley

Chief marketing officer, Eve Sleep

Cheryl joined Eve Sleep in December 2018 to head marketing at the e-commerce company, which is listed on the London stock market and is already the UK’s fifth most well-known mattress brand after being founded in 2014. She previously spent three years at the Automobile Association where as marketing director she oversaw a switchback of investment from short-term performance to brand-building. The AA's strategy delivered a return on marketing investment of £2.23 for every £1 invested and won a Gold at the IPA Effectiveness Awards in 2018. Cheryl is a psychology graduate who began her career in marketing at Unilever, working on some of the UK’s most iconic brands such as Marmite, Pot Noodle and Axe, and later worked at Bird's Eye Iglo.

Andrew Smith

Global brand marketing,

Andrew joined in 2015 and is the director of global marketing communications. is a category leader and part of Booking Holdings, the 3rd largest e-commerce business in the world, employing more than 17,000 people in over 70 countries worldwide. has the ambition to become the online experience booking platform, helping customers of all types travel and experience the world. Andrew leads a diverse creative communications team focused on new ways of concepting, developing and measuring brand and content performance. During his tenure at he has helped the organisation realign agency relationships and develop in house creative services to enable more agile and collaborative ways of working. Prior to, Andrew worked in a management and strategic capacity at a variety of agencies including 180 Amsterdam, Saatchi & Saatchi, and Razorfish.

Kate Stanners

Chairwoman and global chief creative officer, Saatchi & Saatchi

Kate is chairwoman and global chief creative officer at Saatchi & Saatchi – one of very few women globally at this level. Having been at Saatchi & Saatchi for the last 13 years she has been pivotal in transforming the agency. By harnessing the unreasonable power of creativity, she has driven the agency’s spirit of “Nothing Is Impossible”to deliver impossible outcomes and revolutionise clients’ businesses. Based at Saatchi & Saatchi’s headquarters, Kate is also the chief creative officer for London. On both a global and local level, she oversees Saatchi & Saatchi’s creative output, the creative talent of the network, and global clients that include Procter & Gamble, Visa, Deutsche Telekom and HSBC to name a few. Prior to Saatchi, Kate set up communications company, Boy meets Girl, and before that was a founding partner of the groundbreaking agency, St Luke’s in 1995.

Mike Florence

Chief strategy officer, PHD Media

Mike is dedicated to making good ideas happen. He inspires people to be more ambitious in terms of thinking as he firmly believes that creativity is effectiveness. He has been CSO since 2017 and appointed joint heads of planning – one with responsibility for brand-building and one for responsibility for performance marketing – in response to clients’ needs in 2018. Mike has also introduced a new planning approach, called rhythms planning, and is a member of the Cannes Chimera, a “super agency” of creative talent made up of winners of the Cannes Lions Grand Prix. He was named the UK’s top media planner in the 2017 Campaign Annual.

Kerry Chilvers

Brands director, Direct Line Group

Kerry has spent her career with Direct Line Group, where she has undertaken a variety of marketing roles at the insurance group. As brands director, she is responsible for brand strategy, marketing communications and proposition development across Direct Line, Churchill, Green Flag and Privilege brands. Kerry is focused on bringing genuine differentiation to a crowded sector and is passionate about the role of brand and marketing in shaping organisational delivery and commercial performance. She led the reinvention of Direct Line through the highly successful "Fixer" campaign, featuring Harvey Keitel reprising his role as Winston Wolf from Pulp Fiction. Direct Line won multiple awards at the IPA Effectiveness Awards 2018

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