In this premiere episode of BLC E-commerce Insights, we explore one of the biggest tensions in modern marketing: how to balance short-term performance with long-term brand building. 

Host Thomas Wilson is joined by panel experts Christina Elmark and Peter Kreilgaard, with special guest Adam Smith, Company Director at strategy-first agency &Allies. 

Together they unpack how brands can align creative ambition with commercial outcomes, avoid common pitfalls, and structure campaigns that deliver now while building for the future. 

A sharp, practical conversation for anyone navigating growth in today’s digital retail landscape.