Brand Versus Performance - Is That Really the Case?

Do brand and performance really need to be separate executions? Do they need to be separated, or can we have branded performance ads, executions? In the US, I kept throwing in GEICO, and I look at the insurance category here in the US. It seems that a code has been cracked there, Elizabeth. But I don't know whether you choose to do that consciously, or it just happens as a matter of fact. Did you feel that you're doing both brand and performance in those campaigns?