Lisa McDowell believes marketers should not think just about the performative and focus on the actual performance.

Watch her MAD//Minute Manifesto in partnership with THE FIFTH here 

THE FIFTH is an award winning social creative agency who are experts in influential content. They have one clear mission: To do things differently. The team of strategists, talent experts and creatives, based in London and LA, help clients to tell inspiring, entertaining and influential stories that deliver measurable impact. Find out more here.