Top-Down vs. Bottom-Up: Finding The Right Campaign Approach

When launching a campaign, should you start with deep research and a fully formed brand strategy—or move fast with rapid testing and iteration?

In this session, Tim Taliaferro, VP of Strategy at Arrow, will explore both approaches and how they show up in real campaigns. A top-down strategy emphasizes research, audience personas, and planning before launch. A bottom-up approach relies on rapid iteration, ongoing testing, and learning as you go. Both can drive results—but the real power comes when they inform and strengthen each other.

With experience leading brand, content, and media strategies for organizations ranging from global nonprofits to digital-first startups, Tim brings a practical perspective on how marketers can balance strategy and speed to achieve stronger outcomes.

Join us for a practical look at how strategy and iteration fuel each other—and why the strongest campaigns are grounded in both data and brand.

He’ll explore the strategies that help brands thrive in today’s environment, including:

• How top-down and bottom-up strategies differ—and where each excels
• Why brand research strengthens performance, and why performance data sharpens brand positioning
• Practical ways to apply both approaches to improve your own campaigns

Who Should Attend?
Growth marketers, brand strategists, and performance-focused professionals who want to connect the dots between research, rapid testing, and measurable outcomes.

Don’t miss this chance to gain insights from a seasoned strategist with decades of experience across publishing, non-profits, and consumer brands—and connect with peers who are driving the future of marketing in RVA.