Most conversations about the funnel argue from the same side, this one doesn't. René Hisserich has spent the last two years rebalancing Mars Pet Nutrition's media spend away from a top of funnel-heavy weighting towards a more balanced 60/40 split between demand generation and demand capture. Mark Byrne tends to work in the opposite direction - helping performance-led clients who've spent years optimising the bottom of the funnel to start investing in the top. The same fundamental tension, with opposite starting points. Together they get into what drives those starting points, what it actually takes to shift them, and how you know when you've got the balance right.

Today, TV isn't just competing with other broadcasters, it's competing with everything. In a world of fragmented attention, shifting viewing habits, and algorithm-driven feeds, the question isn't whether TV still works, but how it proves its value.

In this episode of Brave Talk, our strategy director, Brenda Imeson sits down with Eve Wright, Head of Media Strategy at ITV, to unpack how ITV is evolving from a collection of shows into a cohesive masterbrand built for the modern attention economy.

From shared cultural moments to the role of attention and trust in effectiveness, Eve explains how ITV is reframing its offering for advertisers — combining the scale of linear with the precision of ITVX, and making the case for long-term impact in a short-term world.

Brave Bison is a media, marketing and technology company purpose built for now and what's next. Its 400+ strong team across four continents is made up of deep specialists in performance media and commerce technology, alongside social media and influencer marketing agency SocialChain, fan engagement experts Engage Digital Partners, and specialist strategy and insights consultancy MTM. The company also generates revenue via a digital media network of owned and operated channels, and offers industry-leading training in brand and marketing strategy via its eLearning platform MiniMBA.

Clients include New Balance, Specsavers, SharkNinja and Real Madrid.

Visit bravebison.com/ for more.

In this episode of Brave Talk, our VP, Commerce Al Ward is joined by Craig McCalley (Pimberly) and Lance Owide (BigCommerce) to explore what digital commerce really looks like for builders' merchants today.

Together they unpack the thinking behind Branch of the Future: a practical framework designed to help merchants modernise digital commerce without disrupting the operations that already work. From digital maturity and customer expectations to product data, platforms, and implementation, the discussion focuses on how merchants can move forward in a structured, lower-risk way.

If you're looking to connect modern commerce capabilities with the realities of branch-based trade, this episode breaks down where to start and what good actually looks like.

Ready to lay the foundations for growth? Sign up to receive a practical, evidence-based plan tailored to your business and a member of our team will be in touch: https://bravebison.com/branch-of-the-future/