Here's the reality most marketers face: your media needs to build brand awareness AND drive people to retailers who actually sell your product—all with the same budget. Smart marketers are turning this challenge into a competitive advantage by mastering allocation strategies that optimize for multiple goals without sacrificing either. Share frameworks for setting KPIs that capture both brand lift and retail performance, discuss how to structure campaigns that serve multiple objectives effectively, and explore how to sell the internal story that gets buy-in for this more sophisticated approach.