Jason Pirock Discusses Marketing Priorities At Brandweek 2026
Jason Pirock, a marketing expert, shares his insights on why return on ad spend may not be the best measure of success, and why differentiation is key. His comments highlight the importance of alignment and authentic partnerships in marketing.
Original reporting · adweek.com
Original: “Brandweek 2026: Does ROAS Tell the Whole Story? ft. Jason Pirock”
Read “Brandweek 2026: Does ROAS Tell the Whole Story? ft. Jason Pirock” at Adweek →
How this was written. Awesome B2B Design wrote this article with a language model from Adweek’s reporting (model: @cf/meta/llama-3.3-70b-instruct-fp8-fast); it describes that reporting rather than adding to it. The original, linked above, is the full story.
Key points from Adweek’s report
- Return on ad spend may not be the best measure of marketing success, according to Jason Pirock.
- The hospitality industry is rapidly adopting new technologies, including AI.
- Authenticity and mutual fit are key considerations when partnering with creators.
- Alignment with leadership is more important than job title in marketing.
- Differentiation is crucial in a landscape where technology makes execution easier.
At the Brandweek 2026 conference, a discussion took place on the importance of differentiation in marketing, according to Adweek. The conversation centered around the idea that return on ad spend, or ROAS, may not be the most effective way to measure success.
The hospitality industry, in particular, has been slow to adopt new technologies, but this is changing rapidly. New companies and advancements in AI are being implemented, which may lead to more guest-facing applications in the future.
When it comes to partnering with creators, the size of their following is not the only factor to consider. Authenticity and mutual fit are crucial in creating successful partnerships, and marketers should prioritize these aspects over reach alone.
The debate over job titles, such as CMO or CXO, may be misplaced, as alignment with leadership is more important than the title itself. Having a clear understanding of objectives and what success looks like is key to effective marketing.
ROAS can be a useful indicator, but it should not be the sole measure of success. In industries like hospitality, long-term brand value and guest experience are important considerations that may not be captured by a single metric.
The importance of differentiation is heightened by the increasing ease of execution made possible by technology. As AI makes it easier to produce generic content, standing out from the crowd becomes more crucial than ever.
Jason Pirock's comments at Brandweek 2026 offer valuable insights for marketers, emphasizing the need for authentic partnerships, alignment with leadership, and a focus on differentiation.
Questions and answers
What is the main argument against using ROAS as a measure of success?
ROAS does not capture long-term brand value and guest experience, and may not be a complete scoreboard for marketing success.
Why is the hospitality industry adopting new technologies now?
The industry is catching up after being slow to adopt new technologies, with new companies and AI advancements being implemented.
What is the key to successful creator partnerships?
Authenticity and mutual fit are crucial, and marketers should prioritize these aspects over reach alone.
