Pedro de Arteaga

In today's dynamic market landscape, marketing has emerged as a significant fiscal line item drawing scrutiny from finance teams. The era of blind trust in vanity metrics is behind us, paving the way for sustainable and profitable solutions that optimize the bottom line. In this shifting paradigm, how can marketers evolve and stay competitive amidst a sea of innovative strategies adopted by savvy brands? How does this transformation redefine the concept of 'performance' and its impact on brand success?

Join us as we delve into these critical questions and explore a framework to marry finance and marketing objectives. 

·      Scaling growth solely through endless media spending on paid channels is no longer feasible in an era of fiscal conservatism.

·      Brands must adopt marketing models that align with financial considerations and prioritize profitability.

·      Beware of the market saturation caused by ineffective solutions that fail to benefit marketers or finance teams.

·      Explore smart frameworks that guide marketing investments towards optimal business outcomes.

·      Embrace financially responsible models without sacrificing creativity or innovation; in fact, this shift can enhance overall brand strategy.