You need to use brand formats for performance purposes – Matthew Russel, VERB

PMW 30 Under 30 winner explains how to make bolder trading decisions and hold your nerve when trusting long-term investment.

Matthew Russell – PMW 30 Under 30 Winner
Digital Strategy Director
VERB Brands

Q. What do you want to change in the industry in the future? 

If i'm honest, probably the jargon and waffle that surrounds the media industry. Although the industry has taken huge strides in cleaning up its reputation, still there remains a lot of smoke and mirrors with an array of complexities around people knowing what numbers to trust. Quality, consented data delivered simply (that drives intelligent creative and media) should be the focus for us all as an industry.

Q. What’s the best advice you’ve ever received? 

"Question everything. If someone cannot explain to you why something is the way that it is, there is probably a better way to do it"

Q. What do you think is underrated in the industry right now? 

Using brand formats for performance purposes. We spend a lot of time at VERB working with our clients and encouraging them to make bolder trading decisions when looking at how they allocate both their brand and performance budgets. Branding formats like TV, OOH, Rich Media, Audio and Influencers can all have bottom-line impact for clients, provided the remaining of your paid, owned and earned channels are designed to capitalise on the brand uplift. 

The key is holding your nerve with senior stakeholders and investors, trusting that long-term brand investment and quality content distribution amongst a well-researched audience will always pay-off long-term, rather than focusing on short-term ROAS or ROI metrics. For me, the brands of tomorrow are built by re-investing their margins on more intelligently driven strategies.