South Africa, Sept. 28 -- That gap - between what marketers believe and what they actually spend - sits at the heart of new research from the Independent Agency Search & Selection Company (IAS), which surveyed 40 senior marketing leaders on how they think about brand and performance marketing today.

One job with two halves

For years, the two disciplines have run on separate tracks: brand focused on building awareness and trust over time, performance chasing leads, sales and sign-ups right now.

Ninety-five per cent of the marketers IAS spoke to still use both. But increasingly, they don't see them as two separate jobs. They see them as one job with two halves.

Brand creates the conditions performance needs to work. Performance turns th...