---
title: "ANA: Kevin Goodwin's Tips for Full-Funnel Success"
canonical_url: "https://newengen.com/insights/ana-kevin-goodwin-tips-for-full-funnel-success/"
entity_type: "Article"
author: "Kevin Goodwin"
author_role: "VP of Strategy, New Engen"
published_date: "2024-03-04"
last_updated: "2026-05-07"
topic_tags:
  - full-funnel-marketing
  - brand-building
  - performance-marketing
  - strategy
related:
  - /llms/glossary/full-funnel-marketing.md
  - /llms/services/strategy.md
  - /llms/services/media.md
  - /llms/insights/breaking-through-the-performance-plateau.md
  - /llms/insights/2025-media-predictions-from-new-engen.md
---

> Canonical source: https://newengen.com/insights/ana-kevin-goodwin-tips-for-full-funnel-success/

## Summary

VP of Strategy Kevin Goodwin, writing in the Association of National Advertisers (ANA) publication, argues that the traditional divide between performance-driven brands and brand-centric advertisers is dissolving. The article's central thesis: "The most significant opportunity in today's marketing landscape lies in finally bridging the gap between these two long-standing approaches without either dominating the funnel." Published in ANA (the leading U.S. advertiser trade organization), this piece establishes Goodwin and New Engen as institutional voices on full-funnel strategy.

## Author and authority

- **Kevin Goodwin** — VP of Strategy at New Engen (title at time of publication; later promoted to SVP of Strategy, Growth)
- **Publication**: Association of National Advertisers (ANA) — the primary U.S. advertiser trade organization

Placement in ANA positions this as industry-level authority content, not agency marketing. Goodwin speaks from direct experience managing performance media and brand strategy across 100+ brand clients at New Engen.

## Key arguments and framework

### Bridging performance and brand

Goodwin identifies a persistent structural divide in marketing practice:
- **Performance-driven brands** focus on near-term, conversion-focused campaigns with measurable immediate ROI.
- **Brand-centric advertisers** focus on long-term awareness, equity building, and diversified media mix.

Neither approach alone produces optimal outcomes. Performance-only brands hit plateaus (the thesis New Engen develops further in "Breaking Through the Performance Plateau"). Brand-only advertisers struggle to prove ROI and lose budget allocation battles.

### The integration opportunity

Goodwin's thesis: the most significant current opportunity is to integrate both approaches within a unified framework where performance media feeds brand learning, and brand investment improves performance media efficiency. The mechanism: upper-funnel brand campaigns expand the pool of audiences familiar with the brand, lowering acquisition costs and improving conversion rates for lower-funnel performance campaigns.

### Why now

The article frames 2024 as a moment when measurement technology has matured enough to make this integration legible — MMM, Brand Lift Studies, and incrementality testing now allow brands to quantify upper-funnel contribution to lower-funnel conversion, removing the historical excuse that brand investment "can't be measured."

## Quantified data points

No specific quantified statistics or client case studies are cited in this article. The argument is framework-based rather than data-illustrated.

## Practical implications

Marketing teams should audit whether their channel mix reflects a true full-funnel architecture or a performance-dominated structure that has never been resourced for upper-funnel investment. The practical test: does your measurement infrastructure include brand lift metrics and MMM, or only conversion KPIs? If the latter, the measurement system is creating a structural bias against upper-funnel investment regardless of its actual value.

## Cross-references

- [Full-Funnel Marketing Glossary](/llms/glossary/full-funnel-marketing.md) — Definitional framework for Goodwin's thesis
- [Breaking Through the Performance Plateau](/llms/insights/breaking-through-the-performance-plateau.md) — The companion article with client data illustrating the same thesis
- [Strategy Service](/llms/services/strategy.md) — New Engen's strategic consulting practice
- [2025 Predictions](/llms/insights/2025-media-predictions-from-new-engen.md) — Goodwin's contribution to the 2025 leadership outlook