Brand & Performance: Why brand understanding makes better media campaigns

A webinar on the interplay between brand, creation and media - for more impact, more relevance and measurably better results.

📅 Thursday, May 21, 2026

🕙 11:00 – 12:00 a.m.

💻 Live webinar

You will receive ✉️ access data by e-mail in good time

What is it about?

Many marketing teams still plan brand and performance as two separate worlds.

On the one hand, there is brand strategy, positioning, message and creation. On the other side are campaigns, channels, KPIs, leads, conversions and ROAS. In practice, it is precisely this separation that often leads to frictional losses: media is played out in a technically clean way, but not with enough brand focus. Creation is attention-grabbing, but not translated appropriately to the target group, channel and usage situation. Performance is optimized, but on too weak a brand basis.

What is missing is not another channel. What is missing is a joint system of brand, creation and media.

In this webinar, Mark Bourichter and Mario Rose show why strong performance doesn’t just start with the campaign manager – it starts with brand understanding.

In the webinar we show, among other things:

Why brand understanding is the basis for effective media planning
how positioning becomes concrete target groups, messages, channels and KPIs
why creation must not only be „beautiful“, but must function in a channel- and context-appropriate way
how media helps to deliver creative messages at the right moment, in the right environment and with the right intensity
Why performance marketing loses efficiency without brand building
how marketing decision-makers do not play off brand and performance against each other, but manage them together

Goal is not a new buzzword. The aim is better interaction: more relevance, more impact, more measurable results.

Why is this topic crucial?

Performance becomes more expensive if the brand is missing. If you only optimize for short-term conversion, you will quickly end up with exchangeability, higher click prices and greater platform dependency.
Media needs more than target group targeting. Good planning does not start with channel booking, but with the question: What does the brand stand for, who does it want to move and which message fits in which context?
Creation must match the playout. One motif does not automatically work everywhere. CTV, DOOH, social, display, search or retail media require different dramaturgies, formats and contact logics.
Brand and performance are no longer a contradiction in terms. Modern campaigns need to think about attention, relevance, trust and activation at the same time.
Marketing decision-makers need robust control logics. Instead of „awareness here“ and „performance there“, a setup is needed that combines brand impact, media impact and business results.

Who is the webinar for?

For managing directors, CMOs, marketing managers, brand managers, performance leads, media managers, digital marketing managers and communication decision-makers in B2B and B2C companies who want to make their brand more visible, their campaigns more effective and their performance more sustainable.

Particularly relevant for companies that …

are already investing in performance marketing but realize that efficiency and scaling are becoming more difficult
want to align their media activities more closely with the brand, target group and creation
Plan campaigns across multiple channels and need more clarity in the interaction
no longer want to consider brand building and sales impact separately
want to better dovetail their agency, media and creative processes

After 60 minutes you know ...

Why strong performance starts with a clear understanding of the brand
how brand, target group, message, creation and media are strategically connected
how to plan media not only according to reach or CPC, but also according to brand and impact logic
how creation should be translated for different channels and contact moments
Why brand building is a performance lever
how to set up campaigns so that awareness, consideration and conversion work together in a meaningful way
Which questions marketing decision-makers should answer before any media and performance planning

The speakers

Mark Bourichter - Managing Partner, husare

Mark Bourichter is Managing Partner at husare and stands for strategic brand communication, PR, digital corporate communication and online marketing. He specializes in strategic consulting, PR & online corporate communications and online marketing.

In the webinar, Mark brings in the brand, communication and creation perspective: What does a brand need to do to make communication not just visible, but relevant? How are messages created that carry across channels? And how does brand strategy become a resilient framework for media and performance?

Mario Rose - CSO husare | Business Owner husare momentum

Mario Rose is CSO at husare and Business Owner of husare momentum. He has more than 15 years of experience in digital marketing and has implemented numerous projects in performance marketing, digital media and marketing technology.

In the webinar, Mario brings in the media and performance perspective: How does brand strategy become a concrete media mix? What role do data, target groups, channels, advertising media and KPIs play? And how can performance be planned so that it not only clicks in the short term, but also has a long-term effect?

The agenda

Brand and performance: A new interplay (10 min.) Why the separation of brand and performance leads to frictional losses in practice – and what common ground effective campaigns really need.
From brand to media (10 min.) How positioning becomes concrete target groups, messages, channels and KPIs.
Creation that works (10 min.) Why a motif doesn’t automatically work everywhere – and how creation must be translated to suit the channel and context.
Performance with substance (10 min.) How media is planned in such a way that it not only clicks in the short term, but also has a long-term effect.
Managing together (10 min.) How marketing decision-makers set up brand and performance as one system – with clear control logics instead of parallel budgets.
Q&A (10 min.)