“When you’re thinking about planning, traditionally, brand and performance have almost had a ‘brand versus performance’ perspective,” Farjami said. “It’s ‘brand and performance’ now.

Direct response advertising is a business of continuing education. With every new project and every creative execution, year after year, we see what wins.

As we near the end of a challenging 2020, it is worth taking a look at your key partners to make sure that you are getting what you need from your relationships.