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Anthony Chiaravallo

Member since June 2024Contact Anthony

Anthony Chiaravallo is the founder and CEO of Vallo Media, a premier digital performance media agency serving a diverse clientele, from venture-backed startups to Fortune 500 companies. Under his leadership, the agency delivers progressive integrated marketing, digital strategy, and paid media buying services that drive maximum ROI.

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  • RIP, Brand Purpose by Sarah Mahoney (Marketing Daily on 02/10/2025)

    Glad to see brand purpose is finally being laid to rest since it was mostly performative to begin with. Most consumers, especially young people, are not aligning their wallets with "woke" corporate virtue signaling. They are far more concerned with the rising cost of living, wage stagnation, and affording a life that even remotely resembles what they had growing up.The idea that people will pay 30% more for a values-driven brand sounds great in a survey, but in reality, price and quality drive purchasing decisions every time. Unless a brand is truly built around a cause like Patagonia, they should focus on making great products and leave the activism out of it.

  • Brand Vs. Performance Marketing: Lessons from Advertising Week New York by Anthony Chiaravallo (Marketing Insider on 11/04/2024)

    Thanks for your comment! You’re absolutely right that consumer habits, especially around social media video consumption, have changed drastically—and brands must adapt. However, one of the biggest shifts I see today is not just in habits, but in strategy. Many brands over the past decade leaned too heavily on lower-funnel, performance-focused campaigns, where every ad dollar was attributable, neglecting the long-term value of brand building. This overreliance on immediate metrics often led to declining performance over time. On the other hand, brands that invested consistently in brand building saw their performance marketing efforts accelerate, as strong brand campaigns created a powerful tailwind. What’s “old” is indeed new again!

  • Pausing Paid Media Right Now Could Be A Bad Idea -- Here's Why by Anthony Chiaravallo (Marketing Insider on 06/12/2024)

    Interesting question! From what I read it looks like Dr. Pepper did in fact increase their marketing investment across product segments during the most recent downturn. This no doubt helped them surpass Pepsi to become the second-largest soda brand, demonstrating the benefits of maintaining ad spend during challenging times​ (source: https://bit.ly/3VDTa6f)​.

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