Working at the forefront of performance media and Marketing Technology for the last 10 years where data and media have come together to form highly targeted campaigns aligned with modern paid media strategies. Multi-channel marketing has become more prevalent in the recent era and post-cookie environment, the focus on audiences, messaging and placement strategy across a range of platforms is the key to getting best results. Brendo has emphasised the importance of building his client’s results around data-driven decision making and how the channel mix provides the best performance.


Brendo’s theory of Digital Performance is that every digital touch point can affect outcomes of campaigns, so from a campaign perspective, all mediums must be considered in planning a campaign. This is in the form of placement, medium, message, audience and timing. The theory then evolves into a “Media First” approach where we need to look at placement first and work our way backwards to the standard agency practice. For example, we take a brief and first work out how best to achieve it through the media channels first, and then work through to the ideation. This avoids creative elements not fitting into the channels and inversely maximising the channel perspective. Case in point is attempting to make a landscape TV advertisement fit into an Instagram Reel. Once we can think about these considerations first, then the campaign becomes more effective, more efficient and a better experience for your target audience.