Brand and Performance

Are we just producing the wrong kinds of ideas? Is it really about spend split? Or is there a way in certain categories and maybe in all categories to be able to do both in one? There are definitely those who advocate a sort of twin track approach. So your brand is doing something and your performance is sort of operating almost like on a simultaneous track. I guess my real worry there is around the siloing of those two techniques. That if they run on sort of twin tracks that you've got two teams that barely interact, barely talk to each other.