Is Striking a New Balance Between Brand and Performance

YouTube is helping the brand do both better

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In 2022, showed up at the Super Bowl for the first time with a spot starring Idris Elba. It booked a second ticket to the Big Game in 2023, making a comeback with actress and producer Melissa McCarthy.

For Natalie Wills, vp of brand at, these star-studded multi-channel campaigns are emblematic of how the travel giant is increasingly walking the line between brand building and performance marketing.

“Historically, we’ve been quite a performance-led organization, but in the last couple of years, we’ve really been delving into brand,” she explained during a panel hosted by Adweek at Social



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