Unifying the Signal by WARC urges marketers to merge brand and performance strategies for stronger growth. A bold, data-driven blueprint for marketing success

Unifying the Signal is the focus of a new, transformative report by WARC, developed in partnership with Analytic Partners, BERA.ai, Prophet, and System1.

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The report makes a compelling case for tearing down the walls between brand building and performance marketing.

Rather than treating them as separate functions, Unifying the Signal outlines a unified approach that delivers measurable, compounding growth—offering both clarity and power in an increasingly complex marketing world.

For years, businesses have debated the trade-off between long-term brand equity and short-term sales activation.

This report argues that the divide is outdated—and even dangerous.

It shows that companies integrating both strategies outperform those who choose only one.

The result is not a balancing act, but a multiplier effect—where creativity and accountability boost each other in real time.

More than just research, Unifying the Signal is a practical playbook. It equips CMOs and senior marketers with:

Predictive models based on real business data
Budget frameworks for unified campaign planning
Visual tools to evaluate impact across media and touchpoints
Guidance for aligning internal teams under one growth agenda

With today’s increased scrutiny on marketing ROI, this playbook arrives at a critical time.

The report argues that marketers no longer have to choose between building a brand or driving conversions. Instead, they must do both—consistently and cohesively.

According to the research, this “signal alignment” empowers organizations to increase media efficiency, internal collaboration, and market impact.

WARC’s Unifying the Signal challenges marketing leaders to reject siloed thinking.

It invites them to embrace a growth system where brand and performance are no longer rivals—but strategic allies.