Скачать или смотреть The Brand-Performance Strategy That Finally Proves ROI | Ft. Sammy Akoubian

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If your ads look great but don’t convert (or they convert but don’t feel on-brand), you’re not alone. This usually happens when brand and performance teams work in silos — fast handoffs, little shared context, and “launch now” pressure.

In this #MarketingInsiderSeries Q&A, we sit down with Sammy Akoubian, Director of Strategy at @Marketwake. Over the last decade, she’s led global product launches and built a reputation for turning underperforming paid media campaigns into real revenue drivers by aligning creative and performance teams.

This episode breaks down how to balance brand and ROI, what most agencies get wrong, and how to build trust when attribution isn’t perfect.

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Connect with Sammy Aubian (LinkedIn):   / samantha-akoubian  
Connect with Nital Shah (LinkedIn):   / nitalshah  
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What you’ll learn in this episode:
Why “pretty vs performance” is the wrong question
How top teams collaborate before campaigns launch (not after)
Why the middle of the funnel gets ignored — and how to fix it
What must be in place before rushing a campaign live
How to talk about ROI when attribution is fragmented
How to run QBRs that build trust instead of confusion

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This video is for you if:
1/ You work at an agency where speed often beats alignment
2/ You’ve seen creative teams and performance teams misfire together
3/ You struggle to explain results when platforms disagree
4/ You want practical advice, not theory
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Common questions this episode answers:

→ “Should we prioritize brand or performance?”
Both, but only when teams collaborate from the briefing stage.

→ “Why do good-looking campaigns fail?”
Because creative lacks performance context, and performance lacks brand context.

→ “What matters most before a fast launch?”
Tracking, UTMs, and clear KPIs (speed without measurement is expensive).

→ “How do we prove ROI when attribution breaks?”
Look for directional alignment across platforms, analytics, and CRM.

→ “Why do QBRs fall apart?”
Because results are shown without context, learning, or a forward plan.

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Chapters:
00:00 – Why brand vs performance is a false choice
00:54 – Speaker introduction: Sammy Aubian (Director of Strategy, Marketwake)
02:18 – Bridging the gap between strategy and execution
03:26 – Why creative and performance teams fail in silos
03:52 – The “briefing table” approach (not handoffs)
04:22 – Case example: aligning brand + performance for results
06:20 – Why testing and iteration matter more than perfection
07:45 – Full-funnel mapping and the “missing middle”
09:39 – B2B buying cycles and long-term nurture
11:45 – Fast launches: critical checks before going live
14:05 – Attribution challenges in a privacy-first world
15:00 – Directional attribution vs single-source truth
16:45 – Blended ROAS and influence-based reporting
18:05 – Access challenges with enterprise clients
20:22 – Server-side tracking and compliance
22:01 – Building strategic teams: mindset and skills
24:07 – Curiosity + data comfort as core traits
27:39 – Finding less crowded, more effective channels
29:19 – CTV, Reddit, podcasts, and retail media networks
31:33 – Retention, trust, and long-term partnerships
34:13 – Roadmaps, reporting, and stakeholder alignment
36:01 – How to run effective QBRs
38:58 – Final takeaways and closing

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If you want support improving campaign execution, reporting, or team alignment:
🌐 https://www.mavlers.com
📞 https://calendly.com/contact-pwu/30min
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#MarketingInsiderSeries #MarketingLeadership #AgencyLife #PaidMedia #Attribution #CreativeStrategy #PerformanceMarketing #Mavlers