In this episode of PR on the Record, Ariel Shapiro and Shahni Ben-Haim engage with marketing expert Jacob Shwirtz to explore the intricate relationship between performance marketing and brand marketing. Jacob emphasizes the importance of brand awareness as a foundation for successful marketing strategies, highlighting the critical role of public relations in nurturing relationships and storytelling. The conversation delves into metrics for measuring brand awareness, the significance of authenticity in storytelling, and the effective use of AI in marketing strategies. Jacob advocates for a holistic approach to marketing, urging companies to balance performance and brand marketing efforts to achieve sustainable success.