You will have heard the phrase ‘content is king’; I am a firm believer that ‘performance marketing is still King’. You only have to look at Moonpig.com as an example of how a digital platform business with performance marketing at the heart has been able to float on the UK stock market. Performance is much more than just running some media activity in the digital space. It’s very much a mind-set, a cultural trait and an ethos that demands agility and delivers accountability. Covid has forced brands to re-think, pivoting rapidly to an increased share of wallet across from OOH and cinema, into online platforms and in particular, more ROI driven environments where online intent has skyrocketed. Naturally, this has opened up competition and increased attention on performance marketing tactics, with many retailers having to rapidly adopt performance tactics they have not utilised before.