Oct 10, 2025
An immersive Lexington Experience in the windy city
Chris Finnegan
SVP, Media
Most paid media strategies are split into two parts:
Brand campaigns that are designed to inspire a wide audience. Performance campaigns that sell to those already shopping.
The trick is to move people from mass inspiration to market action. Here’s how:
In-Market Audiences
Design your journey so audiences exposed to awareness messages automatically progress to mid- and lower-funnel experiences as their intent grows.
Consistent Storytelling
Make sure that each touchpoint reinforces and builds on the same story, so when someone moves to purchase, it feels like a natural step and not a cold hand-off. Think of it this way:
Brand campaigns that are designed to inspire a wide audience. Performance campaigns that sell to those already shopping.
The trick is to move people from mass inspiration to market action. Here’s how:
In-Market Audiences
Design your journey so audiences exposed to awareness messages automatically progress to mid- and lower-funnel experiences as their intent grows.
Consistent Storytelling
Make sure that each touchpoint reinforces and builds on the same story, so when someone moves to purchase, it feels like a natural step and not a cold hand-off. Think of it this way:
- Top Funnel = Appeal to Emotion
- Mid-Funnel = Appeal to Logic
- Lower Funnel = Reinforce Benefit (and make it shoppable)
Unified Outcomes
Move beyond last-click logic. Use market tests, MMM, and brand lift studies to understand how awareness drives consideration and how performance reinforces brand equity.
Paid media isn’t just brand or performance. It’s brand that performs.
Move beyond last-click logic. Use market tests, MMM, and brand lift studies to understand how awareness drives consideration and how performance reinforces brand equity.
Paid media isn’t just brand or performance. It’s brand that performs.
