The WARC Podcast

Systems thinking: what it is and what it's not

lona.meza@warc.com (WARC) — Thu, 9 Apr 2026 07:00:00 +0000

Brands act as systems of meaning, with flexibility preferred over rigid guidelines. So what does 'complex systems management' mean for marketers? JP Castlin joins WARC's David Tiltman to break down the terminology of systems, the complexity of modern marketing and the need to find answers to that complexity.

Implications of the Gulf energy crisis

lona.meza@warc.com (WARC) — Tue, 7 Apr 2026 07:00:00 +0000

WARC's new Global Ad Forecast maps out three scenarios for media spend as a result of war in the Middle East. WARC's James McDonald and Alex Brownsell make sense of the data, and what the current volatility will mean for advertisers in 2026.

Here comes System 3: a theory of artificial cognition

lona.meza@warc.com (WARC) — Thu, 2 Apr 2026 08:38:59 +0000

System 3 thinking recognises that AI now functions as an external cognitive partner in human decision-making, not just a tool. Thinkerbell's Adam Ferrier and Matt Plant join WARC's Lena Roland to discuss its impact on the customer journey, brand fame, and the cognitive surrender trap.

Football fever: why this year's World Cup will be different

lona.meza@warc.com (WARC) — Tue, 31 Mar 2026 07:00:00 +0000

The 2026 men's FIFA World Cup is expected to inject $10.5bn into the ad market, but media fragmentation is changing the game for advertisers. WARC's Alex Brownsell talks to Omar Oakes, founder of Oomph, about media trends covered in the new Global Ad Trends: FIFA World Cup 2026 report.

Thanks to Criteo for sponsoring this episode. There’s a lot of noise about AI, but here’s the news you need to know: Criteo is the first advertising company to integrate with OpenAI as part of ChatGPT’s advertising pilot, bringing commerce media into one of the fastest-growing AI platforms. If you want stay competitive in this new era of AI-driven shopping and advertising, Criteo’s new report: CommerceAI Trends 2026, is the essential intelligence you need to succeed.

Level up your marketing in the AI era: check out Criteo’s free trends report here: www4.criteo.com/en/2026_commerceai_trends/

WARC Rankings 2026: Dove's 'Real Beauty' wins the Effective 100

lona.meza@warc.com (WARC) — Thu, 26 Mar 2026 08:00:00 +0000

Dove's 'Real Beauty' platform has driven brand growth for more than 20 years. Now, it's won the Effective 100. Zoe Hamilton, Chief Strategy Officer for Unilever at Ogilvy London, and WARC's Amy Rodgers discuss why Real Beauty's impact proves the power of longevity in boosting marketing effectiveness.

The Effective CMO: AIA's Stuart A. Spencer

lona.meza@warc.com (WARC) — Tue, 24 Mar 2026 08:00:00 +0000

Insurance brand AIA believes that scaring people undermines the very outcomes insurance marketers are trying to achieve. CMO Stuart Spencer talks to WARC's Jenny Chan about AIA’s behavioral economics model,  how vulnerability = authenticity, and why tackling deeply entrenched health stereotypes and rebuilding category trust is essential to drive behavioral change.

Storytelling is an increasingly overlooked art form

lona.meza@warc.com (WARC) — Thu, 19 Mar 2026 08:00:00 +0000

An Ipsos analysis of 15,000 ads showed that half of advertisers overlook the power of storytelling. Ipsos's Adam Sheridan joins WARC's Paul Stringer to discuss why storytelling is such a powerful creative approach.

The creative dividend: media spend and creative quality are better together

lona.meza@warc.com (WARC) — Tue, 17 Mar 2026 08:00:00 +0000

Research from System1 & Effie found that combining creative quality with media spend significantly accelerates business outcomes. System1's Andrew Tindall and Effie's Juliet Haygarth join WARC's David Tiltman to discuss the "Creative Dividend" study, which highlights the importance of integrating media and creative strategies for commercial growth. The "Creative Dividend" index measures creative efficiency, predicting 60.1% of business outcomes when combined with media spend. The study also identifies "super touch points" that effectively build brand effects and capture in-market revenue.

WARC Rankings: AXA's 'Three Words' wins the Creative 100

lona.meza@warc.com (WARC) — Thu, 12 Mar 2026 08:00:00 +0000

AXA is the first financial services brand to top the WARC Creative 100. The creative minds behind the 'Three Words' campaign join WARC's Amy Rodgers to share insights and lessons from AXA's efforts to help relocate victims of domestic violence.

Tackling the twin pace effectiveness gap

lona.meza@warc.com (WARC) — Tue, 10 Mar 2026 06:00:00 +0000

New WARC data reveals most marketers understand effectiveness, but internal pressures, governance, and risk dynamics limit consistent execution. WARC's Jenny Chan and Rica Facundo discuss how the 'twin pace' effectiveness gap is impacting brands in Asia-Pacific, and how markteers can fight back.

WARC subscribers can read the report here, and Non-WARC subscribers can download the full report here.

The 'two-audience problem': brand building in the age of AI

lona.meza@warc.com (WARC) — Thu, 5 Mar 2026 08:00:00 +0000

Brand building in the AI era is creating profound new tensions that tear at the very fabric of traditional brand strategy. T&P's Oliver Feldwick joins WARC's Lena Roland to discuss the most critical question for marketers today: If brands are shortcuts for humans, what happens when machines start using them too?

Shanghai Tang's Derek Sulger on the next era of luxury growth

lona.meza@warc.com (WARC) — Tue, 3 Mar 2026 06:00:00 +0000

The next era of luxury growth will be selective, elevated, and culture-led. Derek Sulger, Chairman of luxury retailer Shanghai Tang, joins WARC's Jenny Chan to discuss how luxury has shifted from product ownership to lived experiences, and what it takes to build fashion, dining, and hospitality ecosystems that resonate.

The evolution of media's connected consumer

lona.meza@warc.com (WARC) — Thu, 26 Feb 2026 08:00:00 +0000

Media distribution models are being continually disrupted by new platforms and viewing habits. WARC's Alex Brownsell interviews industry leaders at the Media Insights & Engagement Conference in Miami about what's next for connected media consumers.

How Netflix became an advertising behemoth

lona.meza@warc.com (WARC) — Tue, 24 Feb 2026 08:15:00 +0000

Netflix has entered its advertising era, building a significant revenue driver. And it's just getting started. WARC's Alex Brownsell and Celeste Huang offer a deep dive into Netflix's approach and potential next steps, from its potential acquisition of Warner Bros. Discovery to new ventures in podcasts, gaming and live events.

WARC subscribers can access the full report 'Platform Insights: Netflix' report on WARC.com here

What's actually working in sports marketing

lona.meza@warc.com (WARC) — Thu, 19 Feb 2026 10:15:00 +0000

Global sports fans spend over three trillion hours with sports each year, with another trillion hours set to be added by 2034. Sporting events are monocultural moments to reach multiple segments and demographics at once. WARC's Vaniele Casimir joins Anna Hamill to discuss best practice for sports marketing, based on the new report 'What's Working In Sports Marketing'. WARC subscribers can access the full report on WARC.com now: https://www.warc.com/content/article/warc-wwi/whats-working-in-sports-marketing/en-gb/162354

Media's shift from eyeballs to outcomes

lona.meza@warc.com (WARC) — Tue, 17 Feb 2026 08:00:00 +0000

Outcomes are increasingly important as a form of media measurement, and how campaigns are planned and budgets are allocated. What role remains for traditional media effectiveness metrics? ITV's Sameer Modha and Kate Brinkley from The Specialist Works join WARC's Alex Brownsell to discuss the evolution of media measurement.

Anatomy of a 2026 Super Bowl campaign

lona.meza@warc.com (WARC) — Thu, 12 Feb 2026 08:00:00 +0000

Liquid Death's Andy Pearson shares secrets of the brand's 2026 Super Bowl campaign: developing the idea, the creative process, and the highlights and hurdles of advertising in the biggest TV moment of the year. Hosted by WARC's Ann Marie Kerwin.

Super Bowl 2026: the ads that won

lona.meza@warc.com (WARC) — Tue, 10 Feb 2026 09:17:59 +0000

Our team of experts from WARC, System 1 and LIONS review this year's Super Bowl ads, and what they tell us about advertising in 2026. Guests: Vanessa Chin, System1 Chris Barth, LIONS Advisory Cathy Taylor, WARC

A new model for media planning

lona.meza@warc.com (WARC) — Thu, 5 Feb 2026 08:00:00 +0000

Established models for media planning and buying are breaking. ‘Systems planning’ describes a new approach. Omnicom Media's Global CSO, Jonathan Rigby, joins WARC's Paul Stringer to discuss trends in media planning, advertising investments and the media ecosystem.

Winning the mid-funnel in China

lona.meza@warc.com (WARC) — Tue, 3 Feb 2026 06:00:00 +0000

Most brands in China show weakness in the mid-funnel, resulting in decreased brand differentiation. WARC’s Jenny Chan explores practical guides for brands to win efficiently in this stage with WPP China's Dennis Potgraven and Lauren Cadman.

What's actually working in creator marketing

lona.meza@warc.com (WARC) — Thu, 29 Jan 2026 10:42:41 +0000

How do you know if creator marketing is really building brands or just delivering a sugar rush of short-term views? WARC's Anna Hamill and Catherine Driscoll discuss the creator campaigns achieving real life impact, based on the recent 'What's Working in Creator Marketing' report.

The proven power of values-driven marketing

lona.meza@warc.com (WARC) — Tue, 27 Jan 2026 09:06:35 +0000

Research from WARC + Aletheia found that a values-driven approach to insights, messaging and media leads to lifts in ad preference, likability, and relevance. LIONS Advisory's Imaad Ahmed and WARC's Anna Hamill discuss the findings and why they matter with Colleen Howell, VP Research at Aletheia and Chris Marchegiani, Worldwide Head of Brand Planning, Insights, and Creative Strategy at Amazon. This episode is in partnership between LIONS Advisory and Aletheia.

Behavioural science is still marketing's secret weapon

lona.meza@warc.com (WARC) — Thu, 22 Jan 2026 08:00:00 +0000

How did the world's best brands get so big? Richard Shotton, behavioural scientist and author of Hacking The Human Mind, joins David Tiltman to discuss real life examples of behavioural science growing brands and why the discipline is due a resurgence.

Navigating media strategy in the age of automation

lona.meza@warc.com (WARC) — Tue, 20 Jan 2026 08:00:00 +0000

Media futures expert Dan Calladine is back to examine 2026 trends and advise on how brands can thrive in times of guaranteed uncertainty. Hosted by Alex Brownsell.

The Effective CMO: Pernod Ricard's Matt Foley

lona.meza@warc.com (WARC) — Thu, 15 Jan 2026 08:00:00 +0000

Premium alcohol brands are navigating changing drinking habits, AI disruption and new consumer expectations. Matt Foley, former VP Marketing for American Whiskey and Agave Brands, joins WARC's Ann Marie Kerwin to discuss marketing effectiveness in the alcohol category.

The true meaning of cultural relevance

lona.meza@warc.com (WARC) — Tue, 13 Jan 2026 08:00:00 +0000

What does it mean for a brand to be ‘in culture’? And in an age of fragmentation, micro-influencers and the creator economy - are the rules changing? Leila Fataar, author of Culture Led Brands, talks to WARC's David Tiltman about what cultural relevance means for brands in 2026.

Global Ad Trends: navigating media's 'new normal'

lona.meza@warc.com (WARC) — Thu, 8 Jan 2026 09:34:46 +0000

New ad spend forecasts show that the ad market has become detached from the broader economy. WPP Media's Kate Scott-Dawkins and WARC's James McDonald join Alex Brownsell to discuss trends in the 2026 ad economy, including the growing influence of AI and a bumper year in North America with elections and the FIFA World Cup.

Best of 2025: Strategy skills for a new era

lona.meza@warc.com (WARC) — Tue, 6 Jan 2026 08:00:00 +0000

The world is changing, and strategy skillsets need to evolve with it. Tomas Gonsorcik, Elizabeth Paul and Joe Burns join WARC's Ann Marie Kerwin to discuss how strategists can future proof their skills for a new era of marketing.

Best of 2025: How brand equity drives growth

lona.meza@warc.com (WARC) — Thu, 1 Jan 2026 00:00:00 +0000

WARC’s effectiveness research The Multiplier Effect shows how brand equity drives growth. Americas Editor Ann Marie Kerwin sits down with Ken Favaro, BERA’s Chief Strategy Officer and Michael Reh, BERA.ai’s head of data science, to discuss the power of brand equity in effective marketing.

Best of 2025: Staying effective in a 'lots of little' media market

lona.meza@warc.com (WARC) — Tue, 30 Dec 2025 08:00:00 +0000

How can marketers prioritise effectiveness in a highly fragmented media landscape? Dr Grace Kite (Magic Numbers) and Tom Roach (Jellyfish) join WARC’s David Tiltman to discuss the 'lots of little' strategy.

Best of 2025: What 1.1 million purchase journeys tell us about reach

lona.meza@warc.com (WARC) — Thu, 25 Dec 2025 08:00:00 +0000

Groundbreaking research from Oxford University’s Felipe Thomaz and WPP Media questions the importance of optimising campaigns for maximum reach, challenging best practice about how brands grow.

Best of 2025: Shifting from campaigns to creative platforms

lona.meza@warc.com (WARC) — Tue, 23 Dec 2025 08:00:00 +0000

Many advertisers think in terms of campaigns, when they should be focused on building long-term creative platforms. WARC's Paul Stringer sits down with Kantar's Dom Boyd to discuss why creative platforms are so effective, how they're built, and how to measure them.

Holiday special: The best new ideas in effectiveness

lona.meza@warc.com (WARC) — Thu, 18 Dec 2025 08:00:00 +0000

It's our 400th episode! WARC's team of experts share the most influential new effectiveness ideas from 2025, including the Multiplier Effect, creators, and generative engine optimization (GEO). Hosted by WARC's Anna Hamill.

2026 trends: The zero-click customer journey

lona.meza@warc.com (WARC) — Tue, 16 Dec 2025 08:00:00 +0000

AI is gaining influence across the customer journey but even as brands experiment with it, more established strategies and channels will remain important. JPMorganChase's Tiffany Perkins Munn and WARC's Stephen Whiteside join David Tiltman to discuss the fast moving world of AI and its impact on marketing in 2026.

Most Contagious: Vaseline Verified turns UGC on its head, and more

lona.meza@warc.com (WARC) — Thu, 11 Dec 2025 09:15:29 +0000

How Vaseline Verified tapped creator conversations to fact check product hacks, The Ordinary breaks tired beauty marketing norms, and finding the signal among the DEI noise. Recorded at Most Contagious 2025. Hosted by WARC's Anna Hamill.

Most Contagious: KitKat's longevity secret, Scambaiter Granny and more

lona.meza@warc.com (WARC) — Tue, 9 Dec 2025 08:00:00 +0000

The secrets behind KitKat's 90 year brand story, how to build a scambaiter AI Granny, and which brands are getting it right on community in 2025. Recorded at Most Contagious 2025. Hosted by WARC's Anna Hamill.

2026 trends: The creator marketing gamble

lona.meza@warc.com (WARC) — Fri, 5 Dec 2025 13:56:38 +0000

Brands are projected to spend $37 billion on creators in 2026. But marketers still face challenges in proving effectiveness. Billion Dollar Boy's Becky Owen and WARC's Alex Brownsell join Anna Hamill to discuss how marketers can get the most value from their investment, based on data from WARC's Marketer's Toolkit. This episode is sponsored by Criteo - check out criteo.com/warc for more info.

The Effective CMO: Popeyes' Alexandre Antonello

lona.meza@warc.com (WARC) — Tue, 2 Dec 2025 08:00:00 +0000

Fried chicken enthusiasts, unite! Popeyes' Alexandre Antonello joins WARC' Cathy Taylor to share how the fast-food giant is tackling the economic crunch, AI, creators and more based on data from WARC's Marketers Toolkit. This episode is sponsored by Criteo - for more info, check out criteo.com/warc

Lazada's Magnus Ekbom on e-commerce's big mistake

lona.meza@warc.com (WARC) — Thu, 27 Nov 2025 06:00:00 +0000

Magnus Ekbom co-founded Lazada, the Asian e-commerce giant, leading the business from start-up to sale before exiting in 2022. He joins WARC's Rica Facundo to discuss the evolution of e-commerce in Asia, emphasizing the importance of brand building in a competitive landscape and the potential for homegrown brands to thrive.

The Effective CMO: Cathay Pacific's Edward Bell

lona.meza@warc.com (WARC) — Tue, 25 Nov 2025 06:00:00 +0000

In an era where emotion drives 50% of airline choice and experience trumps products, Cathay Pacific's Edward Bell explains to WARC’s Jenny Chan why AI's rise means premium brands must become more human, not less, based on insights from WARC's Marketer's Toolkit. This podcast is sponsored by Criteo. For more information, check out criteo.com/warc

2026 trends: Doomscroll fatigue fuels immersive experiences

lona.meza@warc.com (WARC) — Thu, 20 Nov 2025 08:00:00 +0000

Existential anxiety and digital fatigue are shaking up the experience economy, driving more interest in escapism and 'IRL'. S. Subramanyeswar, Group CEO/CSO APAC at Mullen Lowe Lintas, and WARC's Rica Facundo join Anna Hamill to discuss how this shift requires marketers to adapt, based on insights from WARC's Marketer's Toolkit. This episode is sponsored by Criteo. To learn more, visit criteo.com/warc

How Reddit saved marketing for Skoda Octavia

lona.meza@warc.com (WARC) — Tue, 18 Nov 2025 08:00:00 +0000

WARC's John Bizzell goes behind the APG Grand Prix-winning campaign for a car that either sends you to sleep OR into raptures: the Skoda Octavia. Joe Crust, Strategy Director at Leo UK, joins to take us behind the scenes. Watch the video version on WARC's Youtube channel.

2026 trends: the 'vanishing middle' and shifting milestones

lona.meza@warc.com (WARC) — Thu, 13 Nov 2025 08:00:00 +0000

Years of economic uncertainty is impacting not only how consumers spend, but also their life milestones. WARC's Adi Kishore and Cathy Taylor, with Rival's Cecelia Parrish, join Anna Hamill to discuss how these trends will impact brands in 2026, based on insights from the WARC Marketer's Toolkit. This episode is sponsored by Criteo. For more info, check out criteo.com/WARC

Tackling the customer experience gap

lona.meza@warc.com (WARC) — Tue, 11 Nov 2025 08:00:00 +0000

Shoppers won't wait to switch brands after a poor customer experience. WARC's Anna Hamill and Rica Facundo discuss how marketers can close the customer experience gap, based on insights from the recent WARC Guide.

AI can be a rocket ship for mid-market brands

lona.meza@warc.com (WARC) — Thu, 6 Nov 2025 08:00:00 +0000

Mid-market brands have hopes that AI can make them more competitive, but know they need to upskill their AI literacy. WARC's Lexi Wolf talks to Caroline Giegerich, VP - AI & Marketing Innovation at IAB; and Jillian Ryan, Senior Manager, Content Marketing Strategy at Intuit Mailchimp about a new report from Mailchimp and WARC. This episode is sponsored by Mailchimp.

Your brand's secret weapon: employees

lona.meza@warc.com (WARC) — Tue, 4 Nov 2025 09:18:05 +0000

Brands with engaged employees tend to have higher customer satisfaction, increased profitability, and outperform businesses that do not. WARC's Cathy Taylor and Vaniele Casimir discuss best practice for employee engagement.

The new rules of search in an AI world

lona.meza@warc.com (WARC) — Thu, 30 Oct 2025 08:00:00 +0000

LLM-based search is the new mental availability engine, but success requires deep understanding of how a category is bought, thought and talked about. Shane O'Leary (Zoetis) and Gemma Spence (VML) join WARC's Lena Roland to discuss best practices for generative engine optimization.

Facing ROAS reality: a measurement deep-dive

lona.meza@warc.com (WARC) — Tue, 28 Oct 2025 08:00:00 +0000

Marketing measurement is in a constant state of flux. This deep-dive examines the changes marketers need to know and plan for. WARC's David Tiltman talks to Henry Innis, co-founder and CEO of Mutinex, about what to expect in 2026.

Festive, but effective: what's working in festival marketing

lona.meza@warc.com (WARC) — Thu, 23 Oct 2025 05:00:00 +0000

The festive season is getting started, and many brands are feeling the crunch. WARC's Rica Facundo and Biprorshee Das discuss best practice strategies for marketing in the festive season.

TV as a full-funnel channel

lona.meza@warc.com (WARC) — Tue, 21 Oct 2025 08:56:53 +0000

TV is often dismissed as 'traditional' media, yet it's still a proven performance multiplier. Angela Voss, CEO of Marketing Architects, joins WARC's Ann Marie Kerwin and Alex Brownsell to explore how TV has become overlooked as a full funnel channel and why that needs to change. This episode is sponsored by Marketing Architects.

Breaking the 'efficiency death spiral' and the CMO-CEO transition

lona.meza@warc.com (WARC) — Thu, 16 Oct 2025 07:00:00 +0000

Les Binet and Will Davis share new research on efficiency vs reach, Alastair Macrow (McDonalds) cracks the C-suite code, and big picture effectiveness trends from the IPA's Laurence Green and WARC's David Tiltman. Recorded live at the IPA Effectiveness Conference 2025 with WARC's Anna Hamill.

Beats, bots and influence: new effectiveness research you need to know

lona.meza@warc.com (WARC) — Tue, 14 Oct 2025 07:00:00 +0000

Groundbreaking new studies on influencer measurement, music's outsized impact on effectiveness, and provocations on AI. Recorded live at the IPA Effectiveness Conference 2025 with WARC's Anna Hamill.

We hear from Dom Charles, Managing Director for Audience Intelligence & Marketing Science at Wavemaker UK; Roscoe Williamson, Global Strategy Director, MassiveMusic; Will Lion, CSO, BBH; Oliver Feldwick, Chief Innovation Officer, T&P; Sandra Peat, UK Partner, Spikes

Less bland, more brilliance: strategy skills for a new era

lona.meza@warc.com (WARC) — Thu, 9 Oct 2025 07:00:00 +0000

The world is changing, and strategy skillsets need to evolve with it. As part of Future of Strategy week, Tomas Gonsorcik, Elizabeth Paul and Joe Burns join WARC's Ann Marie Kerwin to discuss how strategists can future proof their skills for a new era of marketing.

The Future of Strategy 2025 report, which includes quantitative and qualitative data analysis, expert commentary and advice from leading strategists, is available to WARC members now.

How strategists can get their groove back

lona.meza@warc.com (WARC) — Wed, 8 Oct 2025 07:00:00 +0000

According to WARC’s new Future of Strategy report, strategists are feeling stuck. Siddhant Lahiri and Steve Walls join Rica Facundo to discuss how strategy can get its groove back.

The Future of Strategy 2025 report, which includes quantitative and qualitative data analysis, expert commentary and advice from leading strategists, is available to WARC members now.

Ad agency strategists face a turning point: what's next?

lona.meza@warc.com (WARC) — Tue, 7 Oct 2025 07:00:00 +0000

80% of strategists believe the discipline faces a crossroads as agency business models strain. For Future of Strategy week, Suzanne Powers, Faris Yakob and Tom Morton are back with WARC's Lena Roland to discuss WARC's annual survey of strategists.

The Future of Strategy 2025 report, which includes quantitative and qualitative data analysis, expert commentary and advice from leading strategists, is available to WARC members now.

Revisiting '100 things a planner should know'

lona.meza@warc.com (WARC) — Thu, 2 Oct 2025 09:01:29 +0000

100 things a planner should know' has been a strategist's field manual for years. Its author, Charles Wigley, joins WARC's David Tiltman to discuss some of that advice, how he applied it in his own career – and what it means in the current industry climate.

Big Tech's continued dominance defines 2025 ad spend

lona.meza@warc.com (Alex Brownsell, James McDonald) — Tue, 30 Sep 2025 07:00:00 +0000

The Amazon/Alphabet/Meta triopoly is on track to record real growth of 89.1% between 2020 and the end of 2027, almost five times faster than all other media owners combined, according to WARC's Q3 2025 global forecast. WARC's James McDonald and Alex Brownsell crunch the numbers.

Do marketers need to think like engineers?

lona.meza@warc.com (WARC) — Thu, 25 Sep 2025 08:47:47 +0000

Structured, data-driven thinking scales companies. Should marketers adopt the same mindset? Sorin Patilinet joins WARC's David Tiltman to discuss his new book, Marketing Effectiveness: Applying Marketing Science for Brand Growth.

The rise and rise of Reddit

lona.meza@warc.com (WARC) — Tue, 23 Sep 2025 07:00:00 +0000

Reddit’s ad revenue is forecast to grow 49.6% this year. WARC's Alex Brownsell and Celese Huang, with VCCP's Ayaz Hussain, discuss what Reddit offers marketers in search of organic community.

Lessons from ecosystem brands

lona.meza@warc.com (Catherine Driscoll, Anna Hamill) — Thu, 18 Sep 2025 08:28:40 +0000

What do Apple, Disney and Pedigree have in common? They're all ecosystem brands. WARC's Anna Hamill and Catherine Driscoll discuss insights from The WARC Guide on how build a successful ecosystem brand, or partner with one.

Labubu what? How pop culture drives soft power

lona.meza@warc.com (Rica Facundo, Shilpa Sinha, Michael Patent) — Tue, 16 Sep 2025 08:00:00 +0000

With Labubus and K-Pop Demon Hunters offering escapism from the headlines, WARC's Rica Facundo explores the role of pop culture in soft power with Michael Patent (Culture Group) and Shilpa Sinha (McCann APAC).

The Effective CMO: Telstra's Brent Smart

lona.meza@warc.com (Anna Hamill, Brent Smart) — Thu, 11 Sep 2025 07:00:00 +0000

Aussie telco Telstra has successfully implemented core effectiveness principles across its brand. CMO Brent Smart joins WARC's Anna Hamill to discuss Telstra's brand evolution.

Global Ad Trends: The changing shape of TV

lona.meza@warc.com (WARC) — Tue, 9 Sep 2025 07:00:00 +0000

A fierce debate has broken out about the definition of television in 2025. Should TV advertising be defined by format, device or media owner? WARC's David Tiltman and Alex Brownsell are joined by guest editor Omar Oakes to examine the evidence.

Marketing is in a golden age of effectiveness.. or is it?

lona.meza@warc.com (WARC) — Thu, 4 Sep 2025 07:00:00 +0000

Les Binet and Sarah Carter - two of marketing's most influential thinkers - join the pod to discuss where effectiveness is now, and where it's going next. Hosted by WARC's David Tiltman.

Unlocking growth with new consumption occasions

lona.meza@warc.com (WARC) — Tue, 2 Sep 2025 07:00:00 +0000

In today’s climate, consumers are more nervous to spend. Brands need to show real value and connection and new usage occasions can help lower price sensitivity, and curb sales decline. WARC’s Vaniele Casimir and Ann Marie Kerwin share examples of brands making the most of this strategy.

The true value of creator marketing

lona.meza@warc.com (WARC) — Thu, 28 Aug 2025 07:00:00 +0000

Not all influencer content is equally valuable in driving revenue. Dan Wilson, Co-Founder/Chief Data Officer of Charlie Oscar, joins WARC's Paul Stringer to discuss keys to creator effectiveness, based on evidence from 30 brands.

The future of effectiveness

lona.meza@warc.com (WARC) — Tue, 26 Aug 2025 08:41:25 +0000

How can marketers reconcile the need for growth with the need for sustainability? Award-winning brand strategist Benoit Wiesser, Sustainable Marketing Compass' Alexis Eyre, and former Dove CMO Alessandro Manfredi discuss why we need Effectiveness 2.0.

2025 trends in creative effectiveness

lona.meza@warc.com (WARC) — Thu, 21 Aug 2025 06:00:00 +0000

What are the big trends in creative effectiveness for 2025? WARC's John Bizzell and Anna Hamill examine the big narratives emerging from this year's Creative Effectiveness Lions.

Meet the world's most effective creative agency

lona.meza@warc.com (WARC) — Tue, 19 Aug 2025 07:00:00 +0000

Leo India is the world's top ad agency for effectiveness, according to the 2025 WARC Rankings. WARC's Rica Facundo talks to Amitesh Rao (CEO) and Rajdeepak Das (CCO Publicis Groupe South Asia) about embedding effectiveness into agency culture.

The Effective CMO: Canva's Kristine Segrist

lona.meza@warc.com (WARC) — Thu, 14 Aug 2025 07:00:00 +0000

Canva's journey from startup to global design brand has been nothing short of extraordinary. Canva's Kristine Segrist, Global Head of Consumer Marketing, joins WARC's Anna Hamill to share how its marketing strategy evolved as the company has grown.

What does brand building really mean in e-commerce?

lona.meza@warc.com (WARC) — Tue, 12 Aug 2025 07:00:00 +0000

New research from Fospha explores how quickly e-commerce marketers can expect to see payback from long-term brand building activity. Sam Carter, Fospha’s CEO, joins WARC's Alex Brownsell to share the findings.

Inside the creative mind of John Hegarty

lona.meza@warc.com (WARC) — Thu, 7 Aug 2025 07:00:00 +0000

Industry legend Sir John Hegarty joins to talk all things creativity, his AI optimism, reframing risk, and...Taylor Swift? Hosted by LIONS' Paul Kemp Robertson. Check out the video version on WARC's YouTube channel.

2025's biggest trends in programmatic advertising

lona.meza@warc.com (WARC) — Tue, 5 Aug 2025 09:48:39 +0000

The decline of the open internet, the rise of sell-side curation, and the next era of brand safety. WARC's Paul Stringer is joined by Joe Root, CEO/co-founder of Permutive to discuss the biggest trends shaping programmatic advertising in 2025.

The Effective CMO: Kraft Heinz's Diana Frost

lona.meza@warc.com (WARC) — Thu, 31 Jul 2025 07:00:00 +0000

With eight $1 billion+ brands, Kraft Heinz's commitment to building creative platforms is essential to growth. Chief Growth Officer Diana Frost joins the pod to discuss how Kraft Heinz is rethinking marketing effectiveness. Hosted by WARC's Ann Marie Kerwin.

All change: is media facing an existential crisis?

lona.meza@warc.com (WARC) — Tue, 29 Jul 2025 11:12:04 +0000

Brian Morrissey (The Rebooting) joins to discuss big shake-ups in media including the impact of AI, Trump 2.0, and new revenue models with WARC's Alex Brownsell and David Tiltman.

'Ask Me Anything' with Mark Ritson (mailbag edition!)

lona.meza@warc.com (WARC) — Thu, 24 Jul 2025 07:00:00 +0000

Mark Ritson goes off-script to answer listener questions about Byron Sharp's view on pricing, agency upheaval, creators, AI, brand mega-deals and more with WARC's David Tiltman. Check out the video version on WARCs YouTube channel.

A new rebel alliance: the rise of indie strategists

lona.meza@warc.com (WARC) — Tue, 22 Jul 2025 07:00:00 +0000

More and more senior strategy leaders are leaving ad agencies to go independent. Tom Morton, Suzanne Powers and Faris Yakob join the pod to discuss what the indie life offers. Hosted by WARC's David Tiltman.

The Effective CMO: e.l.f Beauty's Kory Marchisotto

lona.meza@warc.com (WARC) — Thu, 17 Jul 2025 08:00:00 +0000

E.l.f Beauty has seen 25 consecutive quarters of sales growth and market share gains. CMO Kory Marchisotto joins to discuss how marketing has played an outsized role in e.l.f's growth. Hosted by WARC's Anna Hamill.

Retail media’s creative conundrum

lona.meza@warc.com (WARC) — Tue, 15 Jul 2025 08:00:00 +0000

Retail media’s questionable creativity credentials may be holding it back from securing a greater share of brand marketing budgets. Commentators Andrew Lipsman, Colin Lewis and Kiri Masters joined WARC at Cannes Lions to explore how the industry can respond.

The Effective CMO: Suncorp's Mim Haysom

lona.meza@warc.com (WARC) — Thu, 10 Jul 2025 05:00:00 +0000

Aussie insurance giant Suncorp knows a thing or two about resiliency: both as a 120+ year brand, and through helping its customers in the toughest of times. Mim Haysom, EGM - Brand & Marketing, joins WARC's Rica Facundo to discuss what effectiveness means to Suncorp.

Unilever's marketing refresh and the rise of B2B creators

lona.meza@warc.com (WARC) — Tue, 8 Jul 2025 07:00:00 +0000

It's a Contagious takeover episode! Unilever's Esi Eggleston Bracey talks about the company's marketing refresh, and TikTok star Eugene Healey (eugbrandstrat) discusses why brands want to turn up in culture with Contagious's Adam Richmond.

The Effective CMO: Instacart's Laura Jones

lona.meza@warc.com (WARC) — Thu, 3 Jul 2025 07:00:00 +0000

Instacart grew from a tiny start-up in 2012 to 82.3 million grocery orders in Q1 2025. CMO Laura Jones joins the pod to share how marketing played an important role in that growth. Hosted by Ann Marie Kerwin, Americas Editor, WARC Strategy.

How to win a Creative Strategy Lion: tips from the jury

lona.meza@warc.com (WARC) — Tue, 1 Jul 2025 08:41:14 +0000

Creative Strategy Lions jury president Pats McDonald and juror Yusuf Chuku share tips on what drives outstanding creative strategy, jury deliberations and much more with WARC's John Bizzell.

The Effective CMO: Dirt Is Good

lona.meza@warc.com (WARC) — Thu, 26 Jun 2025 09:28:53 +0000

Shoppers around the world buy Unilever's Dirt Is Good laundry products 120 times per second. Tati Lindenberg, Chief Brand Officer for Dirt Is Good, joins to discuss localising a global masterbrand, partnerships with Arsenal FC and much more. Hosted by WARC's Anna Hamill.

Insider tips on how to win a Creative Effectiveness Lion

lona.meza@warc.com (WARC) — Tue, 24 Jun 2025 07:00:00 +0000

2025 Creative Effectiveness Lions jurors Andrea Diquez (Global CEO, GUT) and Martin Beverley (CSO, Ace of Hearts) share insights into the jury's decision-making process, the campaigns that impressed them, and tips on how to win a Lion. Hosted by WARC's John Bizzell.

Cannes Day 5: The unexpected secret to 'making cool sh-t'

lona.meza@warc.com (WARC) — Fri, 20 Jun 2025 12:10:55 +0000

How Brene Brown quotes helped Mercado Libre win dozens of Lions, some real talk on creators and inside stories from a Lions jury room. Hosted by WARC's David Tiltman.

Guests: Sean Summers, Chief Marketing Officer, Mercado Libre; Fernando Ribiero, Global Chief Strategy Officer, GUT; Anastasia Leng, CEO and Founder, CreativeX; John Bizzell, Head of Awards, WARC

Cannes Day 4: Not all reach is created equal

lona.meza@warc.com (WARC) — Thu, 19 Jun 2025 15:47:08 +0000

Mind-blowing new research on reach promises to reshape media investment. We also discuss Love Bonito's brand growth story and keys to multimarket success.

Guests: Felipe Thomaz, Associate Professor of Marketing at the University of Oxford; Stuart Bowden, Global Chief Strategy and Product Officer at WPP Media; Gurdeep Puri, Founding Partner at the Effectiveness Partnership; Andreas Krasser, CEO, DDB Hong Kong; Dione Song, CEO, Love Bonito

Cannes Day 3: 'Creativity's not the wrapper, it's the f--king present'

lona.meza@warc.com (WARC) — Wed, 18 Jun 2025 16:03:09 +0000

It's time to shake up how we think about creativity. Experts guests including System1, Heineken, Rob Campbell, Paula Bloodworth and Kantar drop by the pod with their perspectives on where creativity is going next.

Guests: Paula Bloodworth, Founder and Chief Strategy Officer Alien Baby, Chief Marketing Officer of Idris Elba's IE7; Rob Campbell, Chief Strategy Officer, Colenso; Andrew Tindall, SVP, Global Partnerships, System1; Natasha Maharaj, Global International Brands Director, Heineken; Vera Sidlova, Global Creative Thought Leadership Director, Kantar

Cannes Day 2: Brand-building is so back

lona.meza@warc.com (WARC) — Tue, 17 Jun 2025 15:50:51 +0000

Brand building in a complex media landscape is the talk of the Croisette. Festival speakers including McDonalds, Spotify, Dr Grace Kite, the IPA, and Tracksuit join us to share about how to get it right.

Guests: Michael Ainette, Chief Creative Officer, FCB New York; Rich Frankel, Global Creative Director, Spotify Advertising; Dr. Grace Kite, VP Analytic Partners; JJ Healan, VP of U.S. Marketing, Brand, Content & Culture; Laurence Green, Director of Effectiveness, IPA; Connor Archbold, Co-CEO of Tracksuit.

Cannes Day 1: Creative ways to stop burning money

lona.meza@warc.com (WARC) — Mon, 16 Jun 2025 15:30:00 +0000

We're in Cannes! Expert speakers drop in to discuss unshittifying CX, the 'eye-watering' financial impact of dull media and how to unearth more insightful trends.
Guests: Yael Cesarkas, Executive Strategy Director, R/GA; Dr Karen Nelson-Field, Founder, Amplified Intelligence; Adam Morgan, co-founder, eatbigfish; Amy Daroukakis, Founder, Culture Connectors. Hosted by Rica Facundo, Managing Editor - APAC, WARC.

The big stories to watch at Cannes Lions

lona.meza@warc.com (WARC) — Thu, 12 Jun 2025 10:38:55 +0000

Building influence in the C-suite, the creator takeover and 'unshittifying' CX... it's all happening at Cannes Lions 2025. WARC's David Tiltman and Anna Hamill discuss the big stories to watch at Cannes this year.

Find out more about Creative Impact here.

Trends in entertainment and leisure marketers need to know

lona.meza@warc.com (WARC) — Tue, 10 Jun 2025 10:16:31 +0000

Kidults, social fitness and the rise of conservative video... WARC's Adi Kishore and Stephanie Siew dig into entertainment and leisure trends marketers need to know.

Why strategy needs to be more feral

lona.meza@warc.com (WARC) — Thu, 5 Jun 2025 07:00:00 +0000

Brand strategy has been 'enshittified', argues Richard Huntington, CSO of Saatchi and Saatchi, in his new book Feral Strategy. He speaks to WARC's Lena Roland about why marketers need to throw off the constraints of orthodoxy and dogma to fix bland and uninspiring work.

Sir Martin Sorrell is still bullish on advertising's future

lona.meza@warc.com (WARC) — Tue, 3 Jun 2025 04:00:00 +0000

S4 Capital's Sir Martin Sorrell joins the pod to talk industry upheaval, AI, and how Asia is setting the pace for advertising's next era with WARC's Rica Facundo.

WARC's report,The Pace Principle, is a landmark analysis and mythbusting guide built on consistent data from across Southeast Asia, Greater China, and India, to prove what marketing strategies work in dynamic markets like Asia to drive outsized impact.

WARC Members get the full report along with practical insights to help CMOs and marketers of every level to apply these ideas to their own work, exemplary case studies, and a deck’s worth of charts to help you drive growth in dynamic and diverse markets.

If you're yet to subscribe, don't worry - you can also get a sample report here.

New research: the state of creativity in 2025

lona.meza@warc.com (WARC) — Thu, 29 May 2025 08:00:00 +0000

Producing high-quality insights and seizing cultural moments are challenges to creative confidence, according to new research. Natalia Ball (Mars Pet Nutrition) and Annie Smith (LIONS Advisory) join WARC's Anna Hamill to discuss the state of creativity in 2025. Read the full study here: State of Creativity 2025: A call for confidence.

How to prove marketing drives growth in uncertain times

lona.meza@warc.com (WARC) — Tue, 27 May 2025 08:47:21 +0000

Now is the time for marketers to build relationships and more trust with the CEO and CFO. WARC's Cathy Taylor talks to Mary Kyriakidi, Global Thought Leader at Kantar and Eric Tsytsylin, Brand Strategy Partner at Lippincott about how marketers can prove marketing's worth in challenging times.

WARC members can read the full WARC Guide on “Making the case to the C-Suite: How to prove marketing drive growth in uncertain times” here.

Inside Amazon's $60bn advertising side-hustle

lona.meza@warc.com (WARC) — Thu, 22 May 2025 10:38:48 +0000

Amazon's media 'side hustle' is booming, but that's only part of the story. WARC's Alex Brownsell and Celeste Huang discuss how Amazon's burgeoning ad empire offers new opportunities to brands.

Three trends shaping marketing measurement in 2025

lona.meza@warc.com (WARC) — Tue, 20 May 2025 09:20:50 +0000

This year's biggest measurement trends include experiments, pricing effects, AI-powered creative testing and more. WARC's Paul Stringer sits down with Ekimetrics' Matt Andrew to discuss how marketers can maximise benefit in a changing landscape.

The Future of Measurement 2025 explores the latest emerging trends in media and creative measurement.

WARC Members can read the report in full here
If you’re yet to subscribe, you can find a sample report here

Entertainment as a brand-building strategy

lona.meza@warc.com (WARC) — Thu, 15 May 2025 10:44:40 +0000

Entertainment-driven brands like Duolingo are thinking about brand building differently. Dan Salkey, Co-Founder & Strategy Partner at Small World and Michaela Kron-Hags, Global Marketing Campaign Director at Duolingo join WARC's Catherine Driscoll to discuss disruptive ways to build a brand.

Earnings season trends marketers need to know

lona.meza@warc.com (WARC) — Tue, 13 May 2025 10:47:44 +0000

Consumer changes, pricing, politicization, retail media and more. Ian Whittaker, co-founder at Liberty Sky Advisors, joins WARCs Anna Hamill to pick out the top stories to watch from quarterly earnings season.

The next era of retail media

lona.meza@warc.com (WARC) — Thu, 8 May 2025 08:00:00 +0000

Retail media is expanding beyond e-commerce ecosystems and into channels like social media and connected TV. Kiri Masters, an independent commentator on the retail media industry, discusses the opportunities and potential pitfalls with WARC Media’s Alex Brownsell.

Nouveau nihilism emerges among wary consumers

lona.meza@warc.com (WARC) — Tue, 6 May 2025 09:18:20 +0000

Economic upheaval is hitting consumer confidence hard, and 'nouveau nihilism' is on the rise. Traci Alford, Global CEO at Effie Worldwide, and Shaun Dix, Global Service Line Leader and CEO/Creative Excellence at Ipsos, discuss their new consumer report on Nouveau Nihilism with WARC’s Cathy Taylor.

Highlights from the WARC Awards 2025

lona.meza@warc.com (WARC) — Thu, 1 May 2025 08:00:00 +0000

Which work made the podium in this year's regional WARC Awards? WARC's John Bizzell and Anna Hamill dig into the highlights.

See all the winners across regions on our awards page.

How advertising ended up with a news problem

lona.meza@warc.com (WARC) — Tue, 29 Apr 2025 08:00:00 +0000

The relationship between brands and news media has deteriorated in recent years. WARC's Alex Brownsell is joined by Omar Oakes, founder at OOmph and Jamie Credland, CEO of World Media Group, to discuss why and how the relationship can bounce back.

To learn more, read the latest Global Ad Trends, part of WARC Media, a quarterly report which draws on WARC’s dataset of advertising and media intelligence to give a holistic view on the industry.

WARC Media subscribers can read the report in full.

If you’re yet to join, you can find a sample of the report here.

The CMO as a winning coach

lona.meza@warc.com (WARC) — Thu, 24 Apr 2025 08:00:00 +0000

How can brands move to a truly integrated 'brand x performance' model? In this fourth installment covering WARC’s Multiplier Effect research, Americas Editor Ann Marie Kerwin sits down with Prophet's Kate Price and Marisa Mulvihill.

Prophet is a contributing partner on The Multiplier Effect, along with Analytic Partners, BERA.ai and System1.

WARC Members get the full report ⁠⁠along with practical insights to help CMOs and marketers of every level to apply these ideas to their own work, exemplary case studies, and a deck’s worth of charts to help you make your argument to the CFO.

If you're yet to subscribe, don't worry - you can also ⁠⁠get the full report here⁠⁠.

How brands can navigate 2025’s economic volatility

lona.meza@warc.com (WARC) — Tue, 22 Apr 2025 08:55:23 +0000

As tariffs, and fear of recession, roil the global economy, Koen Pauwels, distinguished professor of marketing at Northeastern University in Boston, discusses paths forward for brands and consumers with WARC US Commissioning Editor Cathy Taylor.

Recalibrating brand building for Asia's speed and scale

lona.meza@warc.com (WARC) — Thu, 17 Apr 2025 05:00:00 +0000

WARC’s Jenny Chan speaks with two top marketers Dhiren Amin (Income Insurance) and Jiunn Shih (Zespri Kiwifruit) to unpack the new Pace Principle report — and explore how these brands are putting twin-pace thinking into practice.

WARC Members can read the Pace Principle here⁠.

If you're yet to subscribe, don't worry - you can also ⁠get a sample report here⁠.

Staying effective when budgets are shrinking

lona.meza@warc.com (WARC) — Tue, 15 Apr 2025 08:00:00 +0000

The economy is hurting, and so are ad spend forecasts. WARC's Catherine Driscoll and Anna Hamill discuss how brands can stay effective on a low budget.

The Pace Principle: how to build brands in dynamic markets

lona.meza@warc.com (WARC) — Thu, 10 Apr 2025 08:25:07 +0000

Does long-term brand building work in fast-paced markets? WARC's new research, the Pace Principle, proves the case. WARC’s Jenny Chan asks Rica Facundo and Rob Brittain how to outrun the competition in Asia's dynamic markets.

WARC Members can read the Pace Principle here.

If you're yet to subscribe, don't worry - you can also get a sample report here.

Trump’s tariffs set to slash ad spend by $20 billion

lona.meza@warc.com (WARC) — Tue, 8 Apr 2025 08:00:00 +0000

New WARC data models potential scenarios for media channels and key global markets as a result of economic upheaval. WARC’s Alex Brownsell and James McDonald go through the numbers.

WARC Subscribers can read the full Q1 2025 Global Ad Forecast update here.

Convincing the CFO that brand building investment is worth it

lona.meza@warc.com (WARC) — Thu, 3 Apr 2025 08:00:00 +0000

How to convince leadership, especially the CFO, that investing in brand building isn't just a fluffy expense, but a critical driver of long-term, profitable growth. Americas Editor Ann Marie Kerwin talks with Preston Rutherford, cofounder of the men’s apparel brand Chubbies, and Marathon, a new platform designed to measure the revenue impact of brand initiatives.

Behind the winning work: WARC Rankings Effective 100

lona.meza@warc.com (WARC) — Tue, 1 Apr 2025 09:07:00 +0000

Congrats to 'ADLaM: An alphabet to preserve a culture' by Microsoft and McCann NYC, winners of the Effective 100. McCann's Socrates Papazoglou joins WARC's Anna Hamill to share the inside story behind the winning work.

Find the full WARC Effective 100 Rankings here.

Marketing Truths: The Multiplier Effect Explained with System1

lona.meza@warc.com (WARC) — Thu, 27 Mar 2025 09:00:00 +0000

This is the third in our series of podcasts that talks to each of WARC’s partners about the evidence they contributed to WARC’s report, The Multiplier Effect, which lays out the evidence for how investment in brand drives business growth. Americas Editor Ann Marie Kerwin and System1’s Jon Evans talk about how creativity contributes to effectiveness, why brand platforms are stronger than campaigns, the cost of dull and how brand building ads drive both short term sales and lasting brand impressions.

If you're yet to subscribe, don't worry - you can also ⁠⁠get the full report here⁠⁠.

Marketing effectiveness tips for small and medium brands

lona.meza@warc.com (WARC) — Tue, 25 Mar 2025 09:00:00 +0000

Effectiveness legend Les Binet and Intuit Mailchimp's Greg Shumchenia join WARC's David Tiltman to discuss how core marketing effectiveness principles apply to growing small and medium brands.

Click here to read How to grow your brand.

Why advertisers need to shift from campaigns to creative platforms

lona.meza@warc.com (WARC) — Thu, 20 Mar 2025 09:52:46 +0000

Behind the winning work: WARC Rankings Media 100

lona.meza@warc.com (WARC) — Tue, 18 Mar 2025 10:48:32 +0000

Congrats to Nosotras Women Connecting and PHD Costa Rica, winners of the 2025 Media 100. Marysela Zomora and PHD's Alan Vainrub join WARC's Anna Hamill to discuss their against-the-odds campaign to ensure free menstrual products in Costa Rica's schools, passing essential legislation.

Find the full WARC Media 100 Rankings here.

What 1.1 million purchase journeys tell us about reach

lona.meza@warc.com (WARC) — Thu, 13 Mar 2025 09:00:00 +0000

New research from Oxford University’s Felipe Thomaz questions the importance of optimising campaigns for maximum reach. Hosted by WARC’s Alex Brownsell. Read the full report here: Beyond the Pair: Media Archetypes and Complex Channel Synergies in Advertising.

Behind the winning work: WARC Rankings Creative 100

lona.meza@warc.com (WARC) — Tue, 11 Mar 2025 09:00:00 +0000

Congrats to WoMen's Football by Orange, #1 in the WARC Rankings Creative 100!

Gaëtan du Peloux and Youri Guerassimov, co-CCO/CEOs at Marcel Paris, join WARC's Anna Hamill to discuss Orange's ground-breaking campaign supporting the French women's football team.

The WARC Creative 100 Ranking can be viewed in full here. It includes the world’s top 100 awarded campaigns for creativity, top 50 creative agencies, agency networks, brands, advertisers, countries and top holding companies.

Exclusive interview: The future of Effies

lona.meza@warc.com (WARC) — Thu, 6 Mar 2025 10:31:42 +0000

Effie Worldwide CEO Traci Alford and Phil Thomas, Chair of Cannes Lions and Executive Chair of Informa Festivals, join WARC's David Tiltman for an exclusive interview about the future of Effies and how the two brands will be working together moving forward.

Staying effective in a 'lots of little' media market

lona.meza@warc.com (WARC) — Tue, 4 Mar 2025 11:21:09 +0000

How brand equity drives growth

lona.meza@warc.com (WARC) — Thu, 27 Feb 2025 16:42:25 +0000

WARC’s new effectiveness research The Multiplier Effect shows how brand equity drives growth. Americas Editor Ann Marie Kerwin sits down with Ken Favaro, BERA’s Chief Strategy Officer and Michael Reh, BERA.ai’s head of data science, to discuss the power of brand equity in effective marketing.

WARC Members get the full report ⁠along with practical insights to help CMOs and marketers of every level to apply these ideas to their own work, exemplary case studies, and a deck’s worth of charts to help you make your argument to the CFO.

If you're yet to subscribe, don't worry - you can also ⁠get the full report here⁠.

Are marketers missing the podcast opportunity?

lona.meza@warc.com (WARC) — Tue, 25 Feb 2025 10:14:38 +0000

Podcasts are having a big moment. But why is ad spend so sluggish in the channel? WARC's Alex Brownsell speaks to Timi Siytangco, Key Account Director, Asia, Acast and Giles Martin, EVP, Strategy & Insights, Oxford Road about WARC's new Global Ad Trends report covering the rise of video podcasts, creator convergence and big opportunities for brands in the podcast world.

Global Ad Trends: Podcast media sets sights on video boom — WARC Media subscribers can read the report in full and non-subscribers can read a sample report .

Most Contagious NYC: How Grubhub and Solo Stove leverage buzz to build brand

lona.meza@warc.com (WARC) — Thu, 20 Feb 2025 10:01:41 +0000

In this second of a two-part series covering Most Contagious New York, WARC gathers takeaways from the day from Contagious principal strategist Chris Barth, and interviews presenters George Bryant from Golin Harris, and Elizabeth Paul from The Martin Agency on how their work for Grubhub and Solo Stove respectively built buzz that led to success throughout the funnel. To listen to part one, click here.

Most Contagious NYC: How Clash of Clans and Nutter Butter think differently

lona.meza@warc.com (WARC) — Tue, 18 Feb 2025 10:56:15 +0000

Why Clash of Clans launched a true crime podcast, and how Nutter Butter's smart strategy transformed the brand. WARC's Ann Marie Kerwin speaks to DAVID NY's Paula Vampre and André Toledo, and Dentsu Creative's Tony Wood and Mondelēz International's Kelly Amatangelo at Most Contagious NYC.

Analyzing 2025’s Super Bowl Ads

lona.meza@warc.com (WARC) — Thu, 13 Feb 2025 17:49:26 +0000

In this episode of the WARC podcast, Becca Peel, the head of advisory at Contagious North America, and Vanessa Chin, senior VP of marketing for System1, unpack what stood out about this year’s ads with Cathy Taylor, US Commissioning Editor for WARC.

Media planning in an age of abundance

lona.meza@warc.com (WARC) — Tue, 11 Feb 2025 09:00:00 +0000

Discussing the biggest trends set to shape media planning and the wider ecosystem this year; planning in the era of abundance, the rewiring of search, and commerce media can help build brands. WARC's Paul Stringer talks to Billy Ryan, head of analytics and effectiveness at the7stars.

WARC members can read The Future of Media 2025 here and read Paul Stringer’s introduction to the report here.

Beyond the Buzz: Linking Effectiveness and Earned

lona.meza@warc.com (WARC) — Thu, 6 Feb 2025 14:00:00 +0000

Following WARC Advisory and Edelman’s Beyond the Buzz report, Tom Hehir and Jay Gallagher from Edelman join WARC’s Aditya Kishore to discuss how earned media can drive greater effectiveness. With advice on media abundance, attention fragmentation and fame, hear how marketers can navigate the nuanced balance between Earned, Paid and Owned.

APG Creative Strategy Awards: How great strategy drives business growth

lona.meza@warc.com (WARC) — Tue, 4 Feb 2025 17:00:41 +0000

A deep dive into Barbie's transformation from a lightning rod to a beloved icon, and how encouraging shoppers to ‘try something new’ had a transformative impact on UK supermarket Sainsbury’s.

WARC's Lena Roland is joined by creative strategist Alaina Crystal, and craig + bridget's Craig Mawdsley to discuss their award winning campaigns that show how great strategic thinking drove business transformation.

To enter the 2025 APG Awards, download the entry kit here.

Performance marketing's pitfalls

lona.meza@warc.com (WARC) — Thu, 30 Jan 2025 13:00:36 +0000

In this first episode of this year's Marketing Truth series, we are doing a deep dive into a new WARC report, The Multiplier Effect. Analytic Partners, through its ROI Genome project, pools the measurement plans of over 1000 marketers, gleaning insights into what's driving growth. Americas Editor Ann Marie Kerwin talks with SVP Mike Menkes about the pitfalls of depending too much on performance marketing tactics, and how brand building accelerates growth throughout the funnel.

If you're yet to subscribe, don't worry - you can also get the full report here.

SPECIAL EPISODE: What's next for TikTok and Meta?

lona.meza@warc.com (WARC) — Wed, 29 Jan 2025 09:49:11 +0000

On this bonus episode, WARC's Anna Hamill speaks to Madison & Wall's Brian Wieser and WARC Media's Alex Brownsell about the uncertain future of TikTok in the US and the impact of Meta's content moderation changes. Is this a new era for social media?

Beyond the Buzz: Linking Culture and Earned

lona.meza@warc.com (WARC) — Tue, 28 Jan 2025 09:00:00 +0000

Following WARC Advisory and Edelman’s Beyond the Buzz report, Leila Fataar (Platform13), Brent Nelsen (Edelman) and Imaad Ahmed (WARC Advisory) explore the relationship between culture and Earned Media. They discuss the link between cultural relevance and business growth plus the roles of trust, attention and customer expectations, including how marketers can respond.

Proving the link between advertising and profit

lona.meza@warc.com (WARC) — Thu, 23 Jan 2025 09:00:00 +0000

WARC's Alex Brownsell speaks to EssenceMediacom UK's Jane Christian, Managing Director of Analytics & Insight, and Rich Kirk, Chief Strategy Officer, and Nic Pietersma, Group Director at Ebiquity.

Discussing ‘Profit Ability 2’, the follow-up to a 2017 meta-study that set out the case for advertising as a profitable driver of business growth. Marketing effectiveness wisdom has been challenged by the pandemic, the cost-of-living crisis and significant behavioural shifts – so an up to date, robust view of the role for advertising investment was needed more than ever.

How Change Brands are changing the world

lona.meza@warc.com (WARC) — Tue, 21 Jan 2025 09:00:00 +0000

WARC's Lena Roland talks to Chris Baker, founder at Serious Tissues. Discussing how brands can change the world by changing how, and where, people spend their money.

dentsu's media trends 2025

lona.meza@warc.com (WARC) — Thu, 16 Jan 2025 10:10:49 +0000

WARC's Alex Brownsell talks to dentsu’s Dan Calladine, head of media futures, about media trends in 2025. Discussing AI's actual impact, the role of storytelling in the algorithmic era, the quest for quality in media buying, and how the world may become more unevenly distributed.

Brilliant marketing or dark art?

lona.meza@warc.com (WARC) — Tue, 14 Jan 2025 10:23:20 +0000

Where do you draw the line between persuasion and manipulation? WARC's Rica Facundo talks to Dan Monheit, CEO at Hardhat, and Sarla Fernando, member of the ADMA Regulatory and Advocacy Working Group.

Marketer's toolkit 2025: Capitalising on the economic reset

lona.meza@warc.com (WARC) — Thu, 9 Jan 2025 10:16:12 +0000

Today we'll be deep diving into one of five of the big themes in the Marketer’s Toolkit 2025 for marketers in the US. Discussing the theme of capitalising on the economic reset with Joanna Seddon, managing director at Prescient and CEO of the Marketing Accountability Standards Board, and Ken Favaro, chief strategy officer at BERA.ai.

The Marketer’s Toolkit 2025 is here: the fourteenth edition of the report draws out five major trends that will define strategic planning, based on an extensive global survey of practitioners.

WARC members can ⁠⁠read the full report here⁠⁠.

If you’re not yet a member, you can find a ⁠⁠sample of the report here⁠⁠.

Marketer's Toolkit 2025: The Age of Atomisation

lona.meza@warc.com (WARC) — Wed, 8 Jan 2025 09:58:24 +0000

Today we'll be deep diving into one of five of the big themes in the Marketer’s Toolkit 2025 for marketers in the EMEA region. Discussing the theme of the age of atomisation are Mark Anderson, customer and commercial consultant, and Tom Johnson, managing director at Trajectory.

The Marketer’s Toolkit 2025 is here: the fourteenth edition of the report draws out five major trends that will define strategic planning, based on an extensive global survey of practitioners.

WARC members can ⁠read the full report here⁠.

If you’re not yet a member, you can find a ⁠sample of the report here⁠.

Marketer's Toolkit 2025: Closing the customer experience gap

lona.meza@warc.com (WARC) — Tue, 7 Jan 2025 10:25:40 +0000

Today we'll be deep diving into one of five of the big themes in the Marketer’s Toolkit 2025 for marketers in the APAC region. Discussing the theme of closing the brand experience gap are Nithi Kumar, regional head for customer experience at Kantar and Dan Krigstein, director at the Growth Distillery.

The Marketer’s Toolkit 2025 is here: the fourteenth edition of the report draws out five major trends that will define strategic planning, based on an extensive global survey of practitioners.

WARC members can read the full report here.

If you’re not yet a member, you can find a sample of the report here.

Most Contagious Live: building creative effectiveness at Heineken and 2025 trends

lona.meza@warc.com (WARC) — Thu, 19 Dec 2024 09:00:00 +0000

WARC's Anna Hamill talks to Friederike Offermanns (Heineken) about how they are building a culture of creative effectiveness at Heineken and Tom Standage (The Economist) about 2025 macro trends. Contagious’ Chloe Markowicz joins to discuss the most effective social media strategies from this year. Recorded live at Most Contagious 2024 in London.

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Unpacking Customer Promises in B2B

lona.meza@warc.com (WARC) — Tue, 17 Dec 2024 09:00:00 +0000

WARC's Paul Stringer talks to Mimi Turner, Head of Marketplace Innovation at LinkedIn, Harjot Singh, Global Chief Strategy Officer at McCann & McCann Worldgroup, and James Hankins, Global VP Marketing, Strategy & Planning at SAGE. Discussing the value of making a promise to the customer in B2B marketing.

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Most Contagious Live: rethinking creative bravery, DEI and Gen Z trends

lona.meza@warc.com (WARC) — Thu, 12 Dec 2024 22:22:22 +0000

WARC's Anna Hamill talks to Ali Hanan (Creative Equals) about the DEI backlash and Kian Bakhtiari (The People) about Gen Z trends. Contagious's Alex Jenkins joins to discuss AI and whether we need to rethink what creative bravery means. Recorded live at Most Contagious 2024 in London.

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How brands can leverage a new era of luxury in Asia

lona.meza@warc.com (WARC) — Tue, 10 Dec 2024 10:11:39 +0000

WARC's Rica Facundo talks to Prof Sonja Prokopec, Associate Dean for Essec Asia-Pacific at ESSEC Business School, and Zoe Chen, Strategy Director at VIRTUE Worldwide. Discussing the changing codes of Asian affluence.

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The brand-side view of media effectiveness

lona.meza@warc.com (WARC) — Thu, 5 Dec 2024 16:28:08 +0000

WARC’s Alex Brownsell speaks to Sarah Mansfield, former VP of Global Media at Unilever and Gerry D’Angelo, former Vice President, Global Media at Procter & Gamble.

Discourse about the future of media and the evolution of media effectiveness is - I think it’s fair to say - alive and well. On any given week, WARC will highlight the latest thinking on, say, the changing role of reach and frequency, or the latest research on attention measurement. But how is that new thinking being received at a brand level? To what extent do in-house marketing teams review and respond to new media effectiveness studies?

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Trends in the creator economy with We Are Social

lona.meza@warc.com (WARC) — Tue, 3 Dec 2024 11:09:27 +0000

WARC's Anna Hamill discusses We Are Social's recent report identifying trends for a new era of creator marketing with Paul Greenwood, Global Head of Research and Insights at We Are Social.

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CMO Conversations: Inside luxury travel with Marriott International

lona.meza@warc.com (WARC) — Tue, 26 Nov 2024 09:00:00 +0000

As part of WARC Marketer's Toolkit, George Hammer - Global Head of Luxury Marketing at Marriott International - speaks to WARC's Anna Hamill about what 2025 hold for luxury travel, his pro-tips for integrating AI into the creative process, and the impact of Taylor Swift.

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Transforming business through creative leadership with Jane Wakely

lona.meza@warc.com (WARC) — Thu, 21 Nov 2024 09:00:00 +0000

Creative Business Transformation involves the weight of the whole business, but it often starts with an individual who leads. For Jane Wakely, Chief Marketing Officer at PepsiCo, turning ideas into meaningful transformation is about moving people. In this episode, we will discuss "On the Cutting Edge" the Deloitte X LIONS report with Maggie Gross, Head of Strategy and Brand at Deloitte, and then look at the practical steps Jane is taking to drive transformation that creates value for everyone involved.
Read "On the Cutting Edge" here

CMO Conversations: How Klarna became a fintech super brand

lona.meza@warc.com (WARC) — Tue, 19 Nov 2024 09:00:00 +0000

As part of WARC Marketer's Toolkit, David Sandstrom - Chief Marketing Officer at payments giant Klarna - spoke to WARC's Anna Hamill about the role marketing has played in the company's growth story, including product, CX, media strategy and AI.

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3 in 15: The Marketer's Toolkit 2025

lona.meza@warc.com (WARC) — Thu, 14 Nov 2024 10:29:56 +0000

WARC's David tiltman and Aditya Kisore talk about the key takaways from this year's Marketer's Toolkit report. Discussing capitalising on the economic reset, why customer service is at an all time low, and the unexplored opportunity with atomised consumers.

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Strategy therapy: Tackling the identity crisis

lona.meza@warc.com (WARC) — Tue, 12 Nov 2024 11:52:05 +0000

WARC's Rica Facundo talks to Sweathead's Mark Pollard, Gigil's Nanais Hernandez and Oddefy's Leandro De Los Santos about the existential crisis facing strategists about the role and value of strategy - a major theme from WARC's Future of Strategy Report. Discussing how and why strategists need to be deft translators and how to train younger strategists.

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3 in 15: Health of the UK ad economy

lona.meza@warc.com (WARC) — Thu, 7 Nov 2024 12:07:01 +0000

WARC's Alex Brownsell and James Mcdonald talk about the key takeaways from the latest Advertising Association/WARC Expenditure Report. Discussing why UK adspend is growing, which categories are doing the best, and how the UK compares to some international markets.

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How Ad Net Zero is shaping the ad industry’s response to climate change

lona.meza@warc.com (WARC) — Tue, 5 Nov 2024 13:36:49 +0000

WARC's Ann Marie Kerwin talks to Ad Net Zero's US director John Osborn, and lead climate science and policy advisor Bill Wescott. Discussing the creative and scientific perspectives in coming up with realistic steps to a more sustainable way of doing business. To find out more about Ad Net Zero, click here.

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The big picture: US elections, China and a Starbucks turnaround

lona.meza@warc.com (WARC) — Thu, 31 Oct 2024 18:46:58 +0000

WARC’s Anna Hamill and Sam Peña-Taylor discuss three of the biggest narratives shaping earnings season: how the US election and China’s economic downturn are impacting brands, and the road ahead for Starbucks.

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3 in 15: How to instill a culture of creative effectiveness

lona.meza@warc.com (WARC) — Tue, 29 Oct 2024 16:01:11 +0000

WARC's Aditya Kishore and Stephanie Siew talk about the recent report titled 'Building Belief: How to instill a culture of creative effectiveness'. Discussing the ABE framework, 3+ marketers and what that means, and why marketers can start their journey even without sign-off from their CEO.

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Advertising: Who cares?

lona.meza@warc.com (WARC) — Thu, 24 Oct 2024 10:11:47 +0000

WARC’s Alex Brownsell talks about a new cross-industry initiative that pledges to make the advertising world a better, more productive, more creatively-driven place. Discussing this project with one of the co-founders, Brian Jacobs, Denise Turner, CEO at Route Research, and consultant and author Michael Farmer.

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Influenceability, innovation and creative risk: SXSW recap

lona.meza@warc.com (WARC) — Tue, 22 Oct 2024 11:49:54 +0000

WARC's Rica Facundo discusses new research and strategies unveiled at SXSW that will help marketers become more effective.

Featuring interviews from Wavemaker's James Boardman and Saïd Business School's Felipe Thomaz about why understanding “infuenceability” closes the effectiveness gap, WPP's Katie Rigg Smith on why brands need to scenario plan to tap into the changing demographic of Australia, and VML's Sarah Bailey on how to move away from creating dull advertising.

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New models for thinking about advertising: Live from the IPA

lona.meza@warc.com (WARC) — Thu, 17 Oct 2024 09:09:43 +0000

In the second of two episodes covering the IPA Effectiveness Conference, WARC's Anna Hamill speaks to Tom Roach (Jellyfish) about share of model, Leo Rayman (EdenLab) and Jo McClintock (Trainline) talk about demand switching for environmental impact, and ITV's Sameer Modha and Kate Waters discuss their research on the present value of future spend.

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New marketing research you need to know: Live at the IPA

lona.meza@warc.com (WARC) — Tue, 15 Oct 2024 08:00:00 +0000

In the first of two episodes covering the IPA Effectiveness Conference, WARC's Anna Hamill speaks to System 1's Andrew Tindall about the magic of creative consistency, Prof. Sophie Scott joins to discuss why humour is so effective, and Billion Dollar Boy's Becky Owen breaks down the next era of creator marketing.

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3 in 15: Baby Boomers' big digital shift

lona.meza@warc.com (WARC) — Thu, 10 Oct 2024 14:36:23 +0000

WARC's David Tiltman talks to WARC Media's Alex Brownsell and Celeste Huang about the latest Global Ad Trends report on Baby Boomers. Discussing Baby Boomer media habits, their social platform preferences, and why this cohort hates ads the most.

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How generative businesses create a path to purpose-powered growth

lona.meza@warc.com (WARC) — Tue, 8 Oct 2024 10:54:53 +0000

WARC's US commissioning editor Cathy Taylor talks with Neil Parker, chief strategy officer and co-founder of Co:Collective about the company’s research on how and why purpose-led companies succeed not only in doing the right thing, but in terms of business metrics.

The company conducted qualitative research by interviewing a number of established brands and organizations, including Hewlett-Packard, The New York Times, Unilever and UNICEF. The research showed enormous consistency in how each company approaches purpose: each aligns their organization against a purpose that fits with their business, embeds it throughout the organization, and then activates it through a variety of operations and strategies. Co:Collective calls these generative businesses businesses because they generate additional value for more stakeholders, on a more sustainable basis.

A full article on this topic can be found here on WARC.

Looking at the power of aggregate attention

lona.meza@warc.com (WARC) — Thu, 3 Oct 2024 15:31:27 +0000

WARC’s Cathy Taylor talks with Havas’ Jon Waite and Lumen’s Mike Follett about new attention research that details the power of aggregate attention in delivering results.

The research, which concentrated on display advertising and was performed in partnership with Brand Metrics, looked at 9,000 brand uplift studies, and 11 years of eye-tracking data, providing scale to the understanding of how attention works.
Among other findings, the research showed that aggregate attention time, on a user-by-user basis, should be a key unit of analysis – brands should start looking beyond attention per impression to what the attention value is when individual consumers see a burst of impressions.
It also demonstrated how attention needs differ depending on the outcomes a brand is looking for; upper-funnel metrics like awareness can benefit from multiple hits of small attention, but for campaigns more focused on driving sales, slightly higher average attention with slightly less frequency may be a better approach.

For more insights into attention, check out the new WARC Guide to Attention.

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3 in 15: The future of strategy 2024

lona.meza@warc.com (WARC) — Tue, 1 Oct 2024 08:00:00 +0000

WARC's David Tiltman speaks to Lena Roland about the recently released future of strategy report. Discussing how strategists feel about how their discipline is recognised, fixes to these challenges, and how AI is affecting strategy.

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Generative AI: hype versus reality

lona.meza@warc.com (WARC) — Thu, 26 Sep 2024 08:33:35 +0000

WARC's Anna Hamill speaks to AI experts Dr Kimberley Hardcastle and The&Partnership's Oliver Feldwick about about what's working in generative artificial intelligence and whether the current hype matches reality.

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Insights from the WARC Awards - Finding new routes to drive growth

lona.meza@warc.com (WARC) — Tue, 24 Sep 2024 10:54:46 +0000

The third episode in a special three-part series that looks at the winners of the WARC Awards, highlighting work that worked and asking what you can learn from it, particularly from a creative effectiveness point of view. Discussing Lay’s democratising technology to help farmers fight climate change, Vanish’s Me, My Autism & I, and how Sage took business software from B2B to human-to-human.

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Research: The Power of Emotions

lona.meza@warc.com (WARC) — Thu, 19 Sep 2024 08:00:00 +0000

WARC’s Amy Rodgers talks to DAIVID’s founder and CEO Ian Forrester about the power of emotion in advertising. Discussing which emotions over index in the strongest commercial campaigns.

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Insights from the WARC Awards - Local insights boost brand

lona.meza@warc.com (WARC) — Tue, 17 Sep 2024 08:00:00 +0000

The second episode in a special three-part series that looks at the winners of the WARC Awards, highlighting work that worked and asking what you can learn from it, particularly from a creative effectiveness point of view. Discussing McDonald's Big enough to make a difference, Ujjivan’s An envelope that sealed the fate of women, and Nescafé’s Brewing coffee culture in tea-drinking India.

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Consumer trends: New shopping habits and the power of live events

lona.meza@warc.com (WARC) — Thu, 12 Sep 2024 13:23:01 +0000

The third episode in a three-part series exploring the most important trends influencing global consumers. WARC's Catherine Driscoll talks to Chris Beer, senior data journalist at GWI, and Ananda Roy, SVP global thought leadership Europe at Circana. Discussing the improved positivity in consumer spending and the resurgence of live events in Europe.

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Insights from the WARC Awards - bold moves in media

lona.meza@warc.com (WARC) — Tue, 10 Sep 2024 10:30:13 +0000

The first episode in a special three-part series that looks at the winners of the WARC Awards, highlighting work that worked and asking what you can learn from it, particularly from a creative effectiveness point of view. Discussing Heinz and Absolut’s Absolutely Heinz, Lacoste’ Unexpected encounters, and Mercado Libre’s Handshake Hunt.

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Consumer Trends: Using AI and Multigenerational households in the US

lona.meza@warc.com (WARC) — Thu, 5 Sep 2024 08:47:46 +0000

The second episode in a three-part series exploring the most important trends influencing global consumers. WARC's Ann Marie Kerwin talks to Chan Suh, Chief Digital Officer at Prophet and Luke Roberts, Strategy Director at Alma Miami. Discussing the impact of AI on shopper experience and the rise of multigenerational households.

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3 in 15: Putting Attention into Practice

lona.meza@warc.com (WARC) — Tue, 3 Sep 2024 10:10:36 +0000

WARC’s Ann Marie Kerwin and Cathy Taylor talk about the latest Guide on attention. Discussing viewability, metrics and measurements, examples of outcomes, and much more. Subscribers can read the articles for this guide here.

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Consumer trends: The era of live, rising temperatures and "okay doomer" in Asia

lona.meza@warc.com (WARC) — Thu, 29 Aug 2024 09:21:47 +0000

The first episode in a three-part series exploring the most important trends influencing global consumers. WARC's Rica Facundo talks to Michael Patent, founder and president of the Culture Group and Emmanuel Sabbagh, Chief Strategy Officer TBWA\ Asia. Discussing the re-emergence of live events, and the rising temperatures across Asia Pacific.

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2024 trends in programmatic advertising

lona.meza@warc.com (WARC) — Tue, 27 Aug 2024 09:50:16 +0000

WARC's Paul Stringer talks to Wayne Blodwell, co-founder and CEO at Impact Media and Sascha Eder, CEO and co-founder at NewtonX. Discussing third-party cookies, programmatic transparency, sustainability, and investment trends between walled gardens and open web advertising.

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What Nike's Performance Marketing Strategy Tells Us About Effectiveness

lona.meza@warc.com (WARC) — Thu, 22 Aug 2024 08:56:42 +0000

WARC’s Ann Marie Kerwin talks to Ana Andejelic, former chief of brand for Espirit, and Suzanne Powers, founder of Powers Creativity. Discussing the story of the Nike brand and what is the role of brand building versus performance marketing.

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Gaming – Advertising's untapped opportunity

lona.meza@warc.com (WARC) — Tue, 20 Aug 2024 10:55:27 +0000

WARC’s David Tiltman, Alex Brownsell and Celeste Huang talk about three key points from the latest Global Ad Trends report on in-game advertising. Discussing gaming ad-spend, the complexity of the gaming ecosystem and what needs to be done for brands to devote a higher share of budget to in-game advertising.

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What marketers need to know about Gen Alpha

lona.meza@warc.com (WARC) — Thu, 15 Aug 2024 08:00:00 +0000

WARC’s Catherine Driscoll is joined by Cheryl Calverley, founder of The Den and Harriet Kingaby, co-chair of the Conscious Advertising Network. Discussing the risks with how Gen Alpha are targeted by advertising, guidance on how to responsibly engage with children and the key learnings from both on working in this space.

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Creative Effectiveness Lions 2024 - Insights from the winners

lona.meza@warc.com (WARC) — Tue, 13 Aug 2024 08:00:00 +0000

WARC's Amy Rodgers and John Bizzell talk about the winning campaigns from the 2024 Creative Effectiveness Lions. Discussing the three key themes from the recently released 'Creative Effectiveness Lions: Insights from the 2024 winners' report.

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Research: the consumer power of diverse audiences

lona.meza@warc.com (WARC) — Thu, 8 Aug 2024 09:04:29 +0000

Lydia Amoah (The Black Pound Report), Cass Naylor (Outvertising) and Ndu Uchea (Word On The Curb) join WARC's Anna Hamill to share insights from research exploring the often-overlooked consumer impact of diverse audiences in the UK.

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3 in 15: Getting festive marketing right in India

lona.meza@warc.com (WARC) — Tue, 6 Aug 2024 09:01:13 +0000

WARC Asia's managing director Rica Facundo and India editor Biprorshee Das talk about three key takeaways from the latest India Spotlight getting festive marketing right. Discussing the pre-festival build up phase, the commercialisation of the festive season and inclusivity in your festive marketing.

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A look at how advertising portrays men – and how to fix it

lona.meza@warc.com (WARC) — Thu, 1 Aug 2024 09:37:48 +0000

As part of WARC’s ongoing coverage of masculinity in crisis, US Commissioning Editor Cathy Taylor talks with Alejandro Fieccone, global head of brand for Dove Men+Care at Unilever, and Gary J. Nix, founder and chief strategy officer at the Brandarchist. Discussing the crisis in masculinity, and how brands can drive positive change in how men see themselves.

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CMO Conversations: Samsung on building the ultimate ecosystem brand

lona.meza@warc.com (WARC) — Tue, 30 Jul 2024 08:00:00 +0000

In this episode of CMO Conversations, WARC's Anna Hamill talks to Samsung UK's Chief Customer Officer, Deborah Honig, about building ecosystem brands, why AI needs to be helpful, diversity in tech and much, much more.

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“How Brands Grow” with in-store advertising

lona.meza@warc.com (WARC) — Thu, 25 Jul 2024 08:00:00 +0000

WARC's Anne Marie Kerwin talks with Andrew Lipsman, independent analyst and consultant at Media, Ads + Commerce, and Marlowe Nickell, founder and CEO of Grocery TV on the marketing effectiveness of in-store advertising. Discussing their recent WARC article “How Brands Grow” with In-Store Advertising" which made the case for including retail media in media mixes as a medium for reach and to increase mental and physical availability.

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CMO Conversations: LVMH on 'the art of crafting dreams'

lona.meza@warc.com (WARC) — Tue, 23 Jul 2024 09:05:23 +0000

In this episode of CMO Conversations, WARC's Anna Hamill talks to LVMH's Global Brand Officer, Mathilde Delhoume, about the luxury company's role in the 2024 Paris Olympics, blending brand heritage with modernity, the power of building long-term brands, and much more.

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Inside the WARC Grand Prix jury room

lona.meza@warc.com (WARC) — Thu, 18 Jul 2024 10:22:31 +0000

WARC’s Awards lead John Bizzell talks to Susan Irving, CMO at Kruger Products and Gugu Mthembu, CMO at Telkom South Africa about judging for the WARC Awards 2024. Discussing all the Grand Prix winning campaigns, the judging experience and highlights from Cannes Lions.

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CMO Conversations: Why LEGO is staying true to its enduring brand DNA

lona.meza@warc.com (WARC) — Tue, 16 Jul 2024 08:00:00 +0000

In this episode of CMO Conversations, WARC's Anna Hamill talks to LEGO's global chief product and marketing officer, Julia Goldin, about how LEGO stays relevant across generations, the gaming boom, brand safety in digital worlds and much more.

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Mapping AI's impact on marketing teams

lona.meza@warc.com (WARC) — Thu, 11 Jul 2024 08:00:00 +0000

WARC’s Alex Brownsell talks to Alissa Hansen, chief product officer of Omnicom, and Mark Holden, worldwide chief strategy officer at PHD, about how generative AI will impact marketing and advertising teams in the years ahead. Read more at https://ascension.phdmedia.com

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CMO Conversations: Bloomberg Media on growing news brands in volatile times

lona.meza@warc.com (WARC) — Tue, 9 Jul 2024 08:46:27 +0000

In this episode of CMO Conversations, WARC's Anna Hamill talks to Bloomberg Media's Chief Revenue Officer, Christine Cook, about Bloomberg's growth strategy, the role of news brands in volatile times, opportunities in the subscription economy and much, much more.

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Re-uniting creativity and media

lona.meza@warc.com (WARC) — Thu, 4 Jul 2024 08:00:00 +0000

WARC’s Alex Brownsell talks to Kay Hsu, head of creative lab at Spotify, and Jorge Ruiz, global head of marketing science at TikTok about how creativity and media can combine to enhance effectiveness. Discussing the impact of channel, platform and format on creative best practice.

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CMO Conversations: AB InBev’s Creative Effectiveness Transformation

lona.meza@warc.com (WARC) — Tue, 2 Jul 2024 08:00:00 +0000

WARC's Anna Hamill is joined by Marcel Marcondes, AB InBev's global chief marketing officer. Discussing creative effectiveness at AB InBev, being creative marketers of the year, and priorities for the future.

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Mark Ritson on creativity, brand, and the need for better strategy

lona.meza@warc.com (WARC) — Thu, 27 Jun 2024 14:11:36 +0000

WARC's David Tiltman speaks to Mark Ritson, founder of Marketing Week's Mini MBA about his recent talk at the Cannes Lions International Festival of Creativity. Discussing why creativity is not enough, where strategy is going wrong and what excites him for the future.

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Creative Effectiveness judging at Cannes Lions 2024: The inside story

lona.meza@warc.com (WARC) — Tue, 25 Jun 2024 16:22:41 +0000

WARC’s Amy Rodgers talks to Harjot Singh, Global Chief Strategy Officer at McCann Worldgroup and Islam ElDessouky, Global VP Creative at Coca-Cola. Discussing the themes from the winning campaigns from the Creative Effectiveness Lions and insights from the judging room.

WARC x Cannes Lions: Marketing's irrelevancy risk, making 'em laugh & Creative Impact wrap-up

lona.meza@warc.com (WARC) — Fri, 21 Jun 2024 16:22:36 +0000

On the final day of Cannes Lions, WARC's Ann Marie Kerwin discusses marketing's relevancy problem with Najoh Tita-Reid and Leonid Sudakov from Mars Petcare. McCann's Grand Effie winner, Jamie Peate shares insights on why humour is back. Finally, WARC's David Tiltman share his highlights from the Creative Impact track.

WARC x Cannes Lions: Instacart's marketing glow-up, inside India & creative effectiveness

lona.meza@warc.com (WARC) — Thu, 20 Jun 2024 15:05:29 +0000

On day four of Cannes Lions, WARC's Rica Facundo talks to Instacart's Laura Jones and Karen Crum from EY-Parthenon about redefining the value of brand. ANA's Latha Sarathy and WARC's Adi Kishore talk about new creative effectiveness research, and Gurdeep Puri (The Effectiveness Partnership) and Kawal Shoor shares insights into the factors driving India's marketing success.

WARC x Cannes Lions: Behind Guinness's transformation, the power of progressive ads & talking strategy

lona.meza@warc.com (WARC) — Wed, 19 Jun 2024 15:14:18 +0000

On day three of Cannes Lions, WARC's Anna Hamill talks to Diageo's Grainne Wafer and Callum McCahon from Born Social about Guinness's brand transformation. WARC's Lena Roland and Mark Pollard from Sweathead discuss the future of strategy, and Oxford University's Andrew Stephen and the Unsterotype Alliance's Sara Denby share new research proving the power of progressive advertising.

WARC x Cannes Lions: Why brand isn't dead, battling the beige & new rituals

lona.meza@warc.com (WARC) — Tue, 18 Jun 2024 15:41:02 +0000

On day two of Cannes Lions, WARC's Alex Brownsell speaks with e.l.f Beauty CMO Kory Marchisotto and Dr Marcus Collins about why brand isn't dead, Adam Morgan from eatbigfish makes the case against dull and beige ads, and MSQ's Justin Cox shares new research on the power of rituals.

WARC x Cannes Lions: The truth behind that viral Snoop ad, tackling climate change & B2B research

lona.meza@warc.com (WARC) — Mon, 17 Jun 2024 16:22:32 +0000

On day one of WARC's daily episodes from Cannes Lions 2024, WARC editors speak with Luana Bumachar and Elizabeth Paul about the viral ad for Solo Stoves with Snoop Dogg, Duncan Meisel from Clean Creatives shares how climate change is impacting creativity, followed by LinkedIn's Mimi Turner and Bain's Jamie Cleghorn on exciting new B2B research.

WARC x Cannes Lions: Creative Impact in 2024

lona.meza@warc.com (WARC) — Thu, 13 Jun 2024 11:24:48 +0000

WARC's SVP of content David Tiltman speakd to LIONS' chief content officer Paul Kemp-Robertson about the Creative Impact content programme, which will be taking place across the 2024 Cannes Lions International Festival of Creativity. Later they speak to Devika Bulchandani, Global CEO at Ogilvy about her take on creative effectiveness and what she’s hoping to see at the Festival.

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How synthetic data is transforming marketing research

lona.meza@warc.com (WARC) — Tue, 11 Jun 2024 08:00:00 +0000

WARC’s managing editor of research and insight, Paul Stringer talks to the founders of Evidenza.ai Jon Lombardo and Peter Weinberg about synthetic data. Discussing what synthetic research is, how synthetic data will impact marketing, what marketers can do to mitigate any risks of working with this data.

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Bullshit strategy - and how to avoid it

lona.meza@warc.com (WARC) — Thu, 6 Jun 2024 13:59:32 +0000

WARC's SVP content David Tiltman speaks to strategist and author, Alex M H Smith about his latest book ‘No Bullsh*t Strategy’. Discussing the good and bad of strategy, why great companies have no competitors, and why there’s no such thing as the right strategy.

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3 in 15: The Future of Digital Commerce 2024

lona.meza@warc.com (WARC) — Tue, 4 Jun 2024 10:28:38 +0000

WARC Media’s Head of content Alex Brownsell talks to reports editor Gregory Grudzinski about three key takeaways from the 2024 Future of Digital Commerce report. Discussing retail media, the customer journey, and AI.

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Marketing Truth #5: Building brands is much bigger than advertising

lona.meza@warc.com (WARC) — Thu, 30 May 2024 08:00:00 +0000

In this fifth episode of WARC’s Marketing Truths series, Ann Marie Kerwin, Americas Editor, and Morgan Flatley, CMO, McDonald’s discuss brand building beyond just advertising and how to get the organization on board.

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Rethinking brand purpose

lona.meza@warc.com (WARC) — Tue, 28 May 2024 11:56:59 +0000

WARC Strategy's content director Lena Roland talks to Nick Asbury, creative writer and author, and Thomas Kolster, marketing activist and author. Discussing the rise of purpose, what post purpose looks like, and the role awards can play in changing the narrative around purpose.

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3 in 15: WARC Awards winners 2024

lona.meza@warc.com (WARC) — Thu, 23 May 2024 11:36:12 +0000

WARC's SVP content David Tiltman speaks to WARC's Awards lead John Bizzell about three winning case studies entered into the 2024 WARC Awards.

Discussing McDonald’s Big Enough to make a Difference campaign, Doordash's Kid Currency campaign, and Telkom’s Stand Tall campaign. Find out about all the 2024 regional winners and shortlists here.

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Attention beyond the screen

lona.meza@warc.com (WARC) — Tue, 21 May 2024 08:00:00 +0000

WARC Media’s Head of content Alex Brownsell talks to Ailsa MacKenzie, group strategy director at Global, Sarah Harding, insight director at GroupM OOH, and Pierre Bouvard, chief insights officer at Cumulus Media and Westwood One. Does attention matter in all media channels? And, if so, what impact does attention have in environments where visual content is less central to the overall audience experience?

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A new blueprint for brand growth

lona.meza@warc.com (WARC) — Thu, 16 May 2024 17:09:20 +0000

WARC’s SVP content David Tiltman talks about the Blueprint for Brand Growth with Kantar’s Jane Ostler, EVP, Global Thought Leadership. Discussing the three growth accelerators outlined in the book. Read the Blueprint for Brand Growth on kantar.com/blueprint.

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Does marketing move share prices?

lona.meza@warc.com (WARC) — Tue, 14 May 2024 10:33:55 +0000

WARC’s SVP content David Tiltman discussed the contribution of marketing to a company’s stock valuation, with three experts on this topic. Shuba Srinivasan is the Adele and Norman Barron Professor of Marketing at Boston University's Questrom School of Business, Dominique Hanssens is a Distinguished Research Professor of Marketing at the UCLA Anderson Graduate School of Management, and Ian Whittaker, Managing Director of Liberty Sky Advisors.

Read Shuba and Mike’s research and Ian's talk at IPA EffWorks.

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3 in 15: How marketing impacts pricing

lona.meza@warc.com (WARC) — Thu, 9 May 2024 12:01:14 +0000

WARC Strategy's content director Lena Roland talks to Anna Hamill, senior editor for brands about the latest WARC guide to marketing’s impact on pricing. Discussing the role of brand equity in pricing, the importance of a strong price-value equation, and how some brands undermine their pricing power.

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3 in 15: Social media reaches new peaks

lona.meza@warc.com (WARC) — Tue, 7 May 2024 14:03:57 +0000

WARC's SVP of Content David Tiltman, and WARC Media's Head of Content Alex Brownsell talk about three important findings from the latest Global Ad Trends report with a focus on social media. Discussing why social is the leading media channel by ad spend globally, ad spend on TikTok, and reflecting on what all this means for advertisers, especially from a media planning perspective.

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Beyond performance marketing: Strategies to maximise short and long term outcomes

lona.meza@warc.com (WARC) — Thu, 2 May 2024 10:49:28 +0000

WARC’s EMEA Commissioning Editor, Catherine Driscoll talks to Meta’s Harry Davison, Head of Marketing Science - Northern Europe, Middle East & Africa, Konstanze Fichtner, Marketing Science Partner, and Carl Johan Johansson Alm, Marketing Science Partner. Discussing how they approach best practices for performance marketing and measurement at Meta.

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3 in 15: Decoding the Indian Gen Z

lona.meza@warc.com (WARC) — Tue, 30 Apr 2024 09:25:08 +0000

WARC’s Asia Editor Rica Facundo and India Editor Biprorshee Das talk about three key takeaways from the latest India Spotlight on Gen Z. Discussing how India’s Gen Z view themselves, how they spend money and what luxury means to them.

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Marketing Truth #4: Maximize reach to achieve the greatest impact

lona.meza@warc.com (WARC) — Thu, 25 Apr 2024 13:50:05 +0000

In this fourth episode of WARC’s Marketing Truths series, Ann Marie Kerwin, Americas Editor, and Ilana Wiles, Ally Financial's director of strategic media planning, discuss how to plan an effective media campaign that accounts for crucial brand-building work and necessary activation.

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3 in 15: The Future of Measurement 2024

lona.meza@warc.com (WARC) — Tue, 23 Apr 2024 08:55:28 +0000

Alex Brownsell, WARC Media’s head of content, and Paul Stringer, managing editor of Research & Insights talk about the Future of Measurement 2024 Report. Discussing third-party cookies, hurdles in holistic measurement, and closing the sustainability gap.

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3 in 15: Performance marketing

lona.meza@warc.com (WARC) — Thu, 18 Apr 2024 09:17:14 +0000

WARC's Lena Roland and Catherine Driscoll talk about three key takeaways from the WARC guide to performance marketing. Discussing the role of AI in media planning and buying, effective strategies, and changes in measurement.

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3 in 15: Travel and Tourism

lona.meza@warc.com (WARC) — Tue, 16 Apr 2024 09:04:22 +0000

Paul Stringer, WARC's managing editor of research and insight, and Stephanie Siew, research exeutive at WARC, talk about three key themes from the latest Industry Snapshot report on the travel and tourism industry. Discussing the impact of climate change and how worsening heatwaves are shifting people’s travel patterns, how business travel is changing, and the rise in overtourism.

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The State of Creativity

lona.meza@warc.com (WARC) — Thu, 11 Apr 2024 08:00:00 +0000

WARC’s Amy Rodgers talks to Annie Smith, Head of Content - Insight and Advisory at Cannes Lions, and Mastercard’s CMO Raja Rajamannar.
Discussing the State of Creativity report, including how marketers - both brand-side and agency-side - are feeling about the state of creativity within their organisations, some challenges they are facing, and looking at what programs they have internally to produce creative work that is also effective.

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How a brand crisis plays out in Red states vs. Blue states

lona.meza@warc.com (WARC) — Tue, 9 Apr 2024 08:00:00 +0000

In this episode, Ann Marie Kerwin, Americas Editor, and Michael Reh, Chief Data Scientist at Bera discuss how brand equity rises and falls during a brand crisis. Based on the article "How a brand crisis plays out in Red States vs. Blue States" written for the US Spotlight, "How brands can navigate this contentious political year."

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The enduring relevance of JWT's 1974 Planning Guide

lona.meza@warc.com (WARC) — Thu, 4 Apr 2024 10:50:01 +0000

Published in 1974, JWT's Planning Guide features the theories on which JWT's planning methods were based and sets out a framework for best practice planning techniques and how to understand the process of marketing and brand building. Josh Bullmore, chief strategy officer at Leo Burnett and Rachel Mercer, former CXO at Proto and former head of strategy at R/GA join Lena Roland to discuss the Guide's continuing relevance, half a century later.

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3 in 15: Rankings 2024

lona.meza@warc.com (WARC) — Tue, 2 Apr 2024 09:48:52 +0000

WARC's SVP of Content David Tiltman, and WARC Creative's Head of Content Amy Rodgers talk about key takeaways from this year's WARC Rankings. Discussing McDonald’s and Burger King’s performance, the use of technology in highly ranked campaigns, and trends in traditional media campaigns.

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Marketing Truth #3: Creativity supercharges marketing's impact

lona.meza@warc.com (WARC) — Thu, 28 Mar 2024 16:11:00 +0000

In this third episode of WARC’s Marketing Truths series, Ann Marie Kerwin, Americas Editor, and Jim DeLash, Omnichannel Marketing Director at GSK, discuss how emotional campaigns are strongly linked to effectiveness, with effective campaigns scoring higher on positive emotions such as enjoyment and involvement.

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3 in 15: Cultural insights from Spikes Asia

lona.meza@warc.com (WARC) — Tue, 26 Mar 2024 10:37:19 +0000

WARC’s Asia Editor Rica Facundo discusses three themes from Spikes Asia, featuring conversations from Ada Lazaro, regional marketing director of McDonalds, Yousuke Ozawa, creative director at UltraSuperNew, and Stephanie Winkler, head of CrowdDNA APAC.

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Fixing a broken business model

lona.meza@warc.com (WARC) — Thu, 21 Mar 2024 10:25:04 +0000

In this second episode of a two-part series, WARC’s SVP of content David Tiltman talks to Lisa De Bonis CEO at Huge, Nick Baker, founder at Stick & Twist, and Caroline Johnson, co-founder at The Business Model Company. Showing how change is possible by looking at two different types of company that have evolved their client relationships.

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Why agency business models are hurting effectiveness

lona.meza@warc.com (WARC) — Tue, 19 Mar 2024 12:21:35 +0000

In this first episode of a two-part series, WARC’s SVP of content David Tiltman talks to Caroline Johnson, co-founder at The Business Model Company. Discussing whether the financial relationship between clients and agencies is actively undermining the creation of effective work.

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What is media?

lona.meza@warc.com (WARC) — Thu, 14 Mar 2024 10:57:44 +0000

WARC’s Alex Brownsell talks to Matt Hill, director of research and planning at Thinkbox, Jackie Lyons, head of planning at Havas Media Network, and James McDonald, director of data, intelligence and forecasting at WARC. What do we mean by media?

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Why marketers need to build Associative Attention

lona.meza@warc.com (WARC) — Tue, 12 Mar 2024 13:12:38 +0000

WARC’s Lena Roland talks to marketing consultant Samuel Brealey and Max Stricker, client director at Triniti Marketing about their latest article on associative attention. Discussing how marketers can activate attention in a meaningful way to lead to better outcomes such as increased sales.

How Brands Grow and Compete workshop. 21st March in London.

Common sense about How Brands Grow and Compete is often wrong. This highly rated (9.3/10) workshop busts the myths holding back brands from making the right decisions. It’s based on decades worth or data and science-based principles. The content covers the ‘law-like’ principles of how brands grow and compete including aspects of Associative Attention that Max and Sam talked about in the podcast. It particularly focuses on the important question of whose attention we need to seek. This has huge implications on the development and the media choices brand owners make.

The hands-on workshop is for anyone working in marketing, brand or insights who wants to do better marketing and use their budgets more effectively. Find out more here.

Associative Attention ‘Health Check’

Associative Attention is a concept that helps brand owners deliver better executions (think advertising, POS material, packaging). It connects the dots between the WHAT and the HOW of attention. Brands owners need to do well in both areas and those who do can see transformational executions.

Start your Associative Attention journey and find out how your brand is doing with this quick ‘Health Check’ here.

Should we burn the marketing funnel?

lona.meza@warc.com (WARC) — Thu, 7 Mar 2024 09:00:00 +0000

WARC’s America's editor Ann Marie Kerwin talks to creative marketing strategist and author Michael Fanuele about the tension inherent in balancing brand and performance marketing needs for start-up companies. These companies are under tremendous pressure to show growth as soon as possible, but does leaning on performance tactics mean that they're in danger of sacrificing the opportunity to establish their brand identity?

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3 in 15: Contagious Radar report

lona.meza@warc.com (WARC) — Tue, 5 Mar 2024 10:10:30 +0000

WARC's Insight Director Aditya Kishore talks to Alex Jenkins, Editorial Director at Contagious about the key findings from the recent Radar report. Discussing attitudes towards AI, remuneration and value, and the important issues that marketers aren't thinking about.

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Marketing Truth #2: Strong brands have an effectiveness advantage

lona.meza@warc.com (WARC) — Thu, 29 Feb 2024 14:29:01 +0000

In this second episode of WARC’s Marketing Truths series, Ann Marie Kerwin, Americas Editor, and Colin Chow, Global Managing Partner at TwentyFirstCenturyBrand, discuss how having a strong brand boosts effectiveness and yields improved results in all marketing channels, including performance.

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3 in 15: Health of creativity

lona.meza@warc.com (WARC) — Tue, 27 Feb 2024 09:00:00 +0000

WARC’s David Tiltman talks to Amy Rodgers, Head of Content for WARC Creative about the Health of Creativity report. Discussing what percentage of creative ideas are also awarded for effectiveness, and what are some characteristics of these highly awarded ideas?

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Are Chinese brands on to something on the global stage?

lona.meza@warc.com (WARC) — Thu, 22 Feb 2024 09:00:00 +0000

WARC’s China Editor Jenny Chan talks to Chris Baker, founder at Totem Media. Discussing performance versus brand building, evolving TikTok strategies, and how Chinese brand can build trust globally.

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3 in 15: Sports media in the era of fragmentation

lona.meza@warc.com (WARC) — Tue, 20 Feb 2024 09:00:00 +0000

WARC’s SVP Content David Tiltman talks to WARC Media’s Alex Brownsell and Celeste Huang about the latest Global Ad Trends report on sports media in the era of fragmentation. Discussing the evolving relationship between TV media and sport, the consumption of sports content on social platforms and the upcoming Paris 2024 Summer Olympics.

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How brands can support responsible media investment

lona.meza@warc.com (WARC) — Thu, 15 Feb 2024 09:00:00 +0000

WARC’s Cathy Taylor talks to Lou Paskalis, Chief Strategy Officer of Ad Fontes Media, and CEO and Founder of AJL Advisory, and Arielle Garcia, founder of ASG Solutions. Discussing how the media and marketing ecosystem can, and should, move to take more responsibility for how its money flows.

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Did 2024's Super Bowl ads reflect US diversity?

lona.meza@warc.com (WARC) — Tue, 13 Feb 2024 19:56:27 +0000

WARC’s Cathy Taylor talks about 2024’s Super Bowl ads and how well they represented the diversity of the US. A discussion with Morgan Gregory, founder and CEO at Alltold, Walter Geer, chief creative officer, Innovation North America at VML, and Nate Swift, chief strategy officer at O'Keefe Reinhard & Paul.

L'Oréal on how to effectively build brands in the world’s fastest growing markets in the digital age

lona.meza@warc.com (WARC) — Thu, 8 Feb 2024 09:00:00 +0000

WARC’s Asia editor Rica Facundo talks to L'Oréal’ Lex Bradshaw-Zanger, CDMO SAPMENA Region about L'Oréal’s approach to brand building in the era of digital. Discussing beauty tech, applying marketing fundamentals, and what we can learn from the dynamic digital landscape of APAC.

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The Cost of Dull, and Highlights from Creative Impact NYC

lona.meza@warc.com (WARC) — Tue, 6 Feb 2024 12:16:55 +0000

WARC’s Americas Editor Ann Marie Kerwin and SVP Content David Tiltman talk about Creative Impact NYC. Discussing putting creativity back into effectiveness, the importance of having a creative culture, and how ideas get stuck.

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Why signalling matters in media

lona.meza@warc.com (WARC) — Thu, 1 Feb 2024 09:00:00 +0000

WARC’s Alex Brownsell speaks to Rich Kirk, Chief Strategy Officer at EssenceMediacom, and Ian Murray, co-founder of a new consultancy Burst Your Bubble. They discuss new research into ‘signalling’ - in other words, the unspoken qualities that a media channel conveys, and the impact this can have on advertising effectiveness.

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3 in 15: Future of Media 2024

lona.meza@warc.com (WARC) — Tue, 30 Jan 2024 09:00:00 +0000

WARC's Alex Brownsell and Paul Stringer talk about three key themes from 2024's Future of Media report. Discussing platform power in the era of AI, the decline of linear TV as an advertising channel, and attention measurement.

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Marketing Truth #1: Effectiveness is just as important as efficiency

lona.meza@warc.com (WARC) — Thu, 25 Jan 2024 09:00:00 +0000

In this first episode of WARC’s Marketing Truths series, Ann Marie Kerwin, Americas Editor, and Mike Menkes, SVP, Analytic Partners, discuss how organizations can measure and prove how and where their marketing works.

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How brands can shift the sustainability conversation

lona.meza@warc.com (WARC) — Tue, 23 Jan 2024 11:12:53 +0000

WARC’s Lena Roland and Catherine Drsicoll unpack the recent WARC Spotlight on sustainability. Discussing the latest research in effective messaging, the problems with the uptake of sustainably marketed products, and how sustainability needs to be built into every facet of your business.

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How Heineken built a culture of creative effectiveness

lona.meza@warc.com (WARC) — Thu, 18 Jan 2024 09:00:00 +0000

This week WARC’s Aditya Kishore talks to Marta Garcia Alonso, CMO at Heineken Mexico. Discussing Heineken’s Creative Ladder and how they foster creativity internally.

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3 in 15: Healthcare category insights

lona.meza@warc.com (WARC) — Tue, 16 Jan 2024 09:37:48 +0000

WARC's Alex Brownsell and Gregory Grudzinski unpack three key takeaways from the latest category insights report on the healthcare category. Discussing healthcare’s current outlook, how brands are responding, and what this means for retailers.

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Marketer's toolkit 2024: Preparing for polarization and Masculinity in crisis in the US

lona.meza@warc.com (WARC) — Thu, 11 Jan 2024 12:59:25 +0000

Today we’re unpacking the two most important themes from the 2024 Marketer’s Toolkit for marketers in the US.

As the US heads into what promises to be a contentious election year that will continue to underscore cultural divides, WARC's Cathy Taylor discusses polarization with Morning's Consult and the state of masculinity with Movember's Sarah Coghlan and Fernando Desouches of BBD Perfect Storm.

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Marketer's toolkit 2024: Building brands through sports sponsorship and a sustainability strategy in EMEA

lona.meza@warc.com (WARC) — Wed, 10 Jan 2024 11:18:05 +0000

Today we’re unpacking the two most important themes from the 2024 Marketer’s Toolkit for marketers in the EMEA region.

WARC’s EMEA Commissioning Editor, Catherine Driscoll talks to Hugo Hensley, Head of Sports Services at Brand Finance, and Mark McGinn, Executive Director, Sustainability and Social Impact at Edelman. Discussing the power in sport sponsorship and how to build brand trust through sustainability.

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Marketer's toolkit 2024: How investing in local communities and AI will shape marketing strategy in Asia

lona.meza@warc.com (WARC) — Tue, 9 Jan 2024 11:26:28 +0000

Today we’re unpacking the two most important themes from the 2024 Marketer’s Toolkit for marketers in the APAC region.

WARC’s Asia Editor, Rica Facundo talks to Trezelene Chan, head of sustainability, APAC, Kantar and Seema Punwani, Partner, R3. Discussing why its important to invest in local communities and how AI will shape marketing strategy in Asia.

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dentsu's media trends 2024

lona.meza@warc.com (WARC) — Thu, 4 Jan 2024 09:00:00 +0000

This week WARC's Alex Brownsell talks to dentsu’s Dan Calladine, head of media futures, about media trends in 2024. Discussing generative, monetization and a growing uniformity across platforms, and the role of DE&I and sustainability in media.

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Why sonic branding is a marketer’s untapped distinctive asset for effectiveness

lona.meza@warc.com (WARC) — Thu, 21 Dec 2023 09:00:00 +0000

WARC's APAC editor Rica Facundo speaks to MassiveMusic’s Ralph van Dijk, director of music and brands APAC, and Aifric Lennon, director of research strategy. Discussing new formats and tactics for sonic branding in a modern marketing landscape and how to use it effectively to deliver both short- and long-term results.

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A Deep Dive into the ANA's New Programmatic Report

lona.meza@warc.com (WARC) — Tue, 19 Dec 2023 09:00:00 +0000

WARC’s Cathy Taylor talks to Bill Duggan, group EVP at the ANA and Tom Triscari, programmatic economist at Lemonade Projects. Discussing the latest ANA Programmatic Report and providing recommendations for marketers on how to optimize their programmatic spend.

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The year in digital commerce

lona.meza@warc.com (WARC) — Thu, 14 Dec 2023 12:32:27 +0000

Today we’re summarising the biggest talking points from this year in digital commerce and retail media. WARC's David Tiltman and Gregory Grudzinski discuss the explosive growth of retail media, the impact it’s having on marketing structures, and what we’re seeing in social commerce.

Listen to the other episodes mentioned here: Why brand building is essential to scaling up profitably on digital marketplaces, How retail media is disrupting marketing structures, and Retail media trends with Colin Lewis

The year in creative effectiveness

lona.meza@warc.com (WARC) — Wed, 13 Dec 2023 09:46:58 +0000

Today we’re summarising the biggest talking points from this year in creative effectiveness. WARC's David Tiltman and Amy Rodgers discuss the move from purpose to post-purpose, the return of humour in advertising, and a host of important new research studies.

Listen to the other episodes mentioned here: Emotion in advertising and Do stronger relationships produce stronger results?

The year in media

lona.meza@warc.com (WARC) — Tue, 12 Dec 2023 10:09:23 +0000

Today we’re summarising the biggest talking points from this year in media. WARC’s David Tiltman and Alex Brownsell discuss Meta’s remarkable resurgence as a force in the global ad market, the fragmentation of attention measurement, and some important new thinking on reach.

Listen to the other episodes mentioned here: Global ad spend outlook 2023/24, ESOV, attention and creative effectiveness, New thinking in reach.

The year in strategy

lona.meza@warc.com (WARC) — Mon, 11 Dec 2023 10:55:09 +0000

This week we’re summarising the biggest talking points from this year in strategy. WARC’s David Tiltman and Lena Roland discuss a call for strategy to become more revolutionary, why marketers need to banish generational marketing, and why the rise of niche communities are becoming a key opportunity for strategists.

Listen to the other episodes mentioned here: WARC x Cannes Lions: Future of Strategy, plus building brands for a new economy, The Future of Strategy and why marketers need a reality check, Is popular culture dead?

Sports sponsorship marketing: How to secure long-term relevance and resonance

lona.meza@warc.com (WARC) — Thu, 7 Dec 2023 11:11:53 +0000

This week WARC’s Lena Roland talks to sports marketing consultant James Williams and 5T Sports Group’s Aileen McManamon. Discussing values aligned partnerships, brands that are making sponsorship work, and advice for marketers starting out.

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How marketers and agencies can get started with Generative AI

lona.meza@warc.com (WARC) — Tue, 5 Dec 2023 09:00:00 +0000

This week WARC’s Cathy Taylor and Ann Marie Kerwin look at how American marketers are getting started with Gen AI tools. Discussing definitions, benefits and pitfalls, and advice for getting started.

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Sorrell on the 2024 economy, China and AI

lona.meza@warc.com (WARC) — Fri, 1 Dec 2023 09:37:02 +0000

WARC’s China editor, Jenny Chan, speaks to Sir Martin Sorrell, executive chairman at S4 Capital and Rogier Bikker, managing director at Media.Monks, Greater China. Discussing the China macroeconomic outlook for both inbound and outbound brands, applications of the ‘AI Industrial Revolution’, and the impact on the agency remuneration model.

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APG Creative Strategy Awards: What the judges are really thinking

lona.meza@warc.com (WARC) — Tue, 28 Nov 2023 09:00:00 +0000

This week John Bizzell, WARC’s awards lead, talks to Martin Beverley, chief strategy officer at adam&eveDDB and Kate Waters, director of client strategy and planning at ITV.

Discussing winning campaigns from APG Creative Strategy Awards 2023.

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CMOs on 2024: Asahi's Grant McKenzie on the evolution of beer marketing

lona.meza@warc.com (WARC) — Thu, 23 Nov 2023 09:00:00 +0000

In an exclusive podcast interview for WARC’s Marketer’s Toolkit, Grant McKenzie - Chief Marketing Officer, Europe and International at Asahi - talks to WARC’s Anna Hamill about sports sponsorship, media fragmentation, moving on from gender stereotypes, and the impact of climate change on the beer industry.

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CMOs on 2024: Mondelez's Jon Halvorson on the future of CPG marketing

lona.meza@warc.com (WARC) — Wed, 22 Nov 2023 09:00:00 +0000

In an exclusive podcast interview for WARC’s Marketer’s Toolkit, Mondelez’s Global Senior Vice-President for Consumer Experience and Digital Commerce, Jonathan Halvorson, spoke to WARC’s Anna Hamill about pricing strategies through inflation, the artificial intelligence revolution, and brand purpose in a polarized world.

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CMOs on 2024: Ally's Andrea Brimmer breaks new ground in sponsorship

lona.meza@warc.com (WARC) — Tue, 21 Nov 2023 10:24:19 +0000

In an exclusive interview on The WARC Podcast, Andrea Brimmer, Ally Financial’s Chief Marketing and PR Officer, discusses brand trust during economic upheaval, the power of investing in women’s sports, piloting generative AI and much more.

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Three marketing trends for 2024

lona.meza@warc.com (WARC) — Thu, 16 Nov 2023 10:15:40 +0000

WARC’s David Tiltman, SVP Content, and Aditya Kishore, Insight Director unpack the Marketer’s Toolkit 2024. They discuss political polarisation, generative AI’s evolution into content creation, and masculinity in crisis. Interested to learn more, click here to read the report.

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3 in 15: Cultural advantage

lona.meza@warc.com (WARC) — Tue, 14 Nov 2023 09:55:51 +0000

WARC’s Lena Roland and Rica Facundo unpack the latest WARC Guide to creating cultural advantage. They discuss the end of monoculture, how culture is both polarised and connected, and how marketers need to move beyond a “just enough” understanding of their consumers.

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Why APAC needs to play catchup in ensuring media quality

lona.meza@warc.com (WARC) — Thu, 9 Nov 2023 10:37:01 +0000

This week WARC’s Rica Facundo talks about the state of media quality in APAC with Wei Tuck NG, senior manager client analytics APAC, Double Verify and Veneeta Ranjan, head of media, Ferrero. We discuss why the region is lagging behind, how to raise the bar of media quality in high growth digital markets in the region. For more insights, check out WARC’s media quality report in collaboration with Double Verify.

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Insights from the WARC Awards – brave brands

lona.meza@warc.com (WARC) — Tue, 7 Nov 2023 10:56:53 +0000

The third and final episode in a special three-part series that looks at creative effectiveness through the lens of the winners of 2023 WARC Awards.

This week, WARC’s Amy Rodgers and John Bizzell discuss brave brands – those that have taken a risk, stepped outside of their category norms and comfort zones, and thought outside the box when it comes to their creative ideas.

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How Mars built a culture of creative effectiveness

lona.meza@warc.com (WARC) — Thu, 2 Nov 2023 10:42:32 +0000

This week WARC’s Aditya Kishore talks to Sorin Patilinet, Senior Director Marketing Effectiveness at Mars. Discussing Mars’ constant innovation in creative measurement.

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Insights from the WARC Awards – using data to spark creativity

lona.meza@warc.com (WARC) — Tue, 31 Oct 2023 09:00:00 +0000

The second episode in a special three-part series that looks at creative effectiveness through the lens of the winners of 2023 WARC Awards. This week, WARC’s Amy Rodgers and John Bizzell discuss the brands that have used data to spark creativity, which has subsequently generated results for their business.

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Learnings from SXSW Sydney – investing in creativity

lona.meza@warc.com (WARC) — Thu, 26 Oct 2023 10:20:30 +0000

WARC’s Rica Facundo discusses the learnings from SXSW Sydney with WPP Australia and New Zealand’s President Rose Herceg, and Chief Strategy Officer Katie Rigg-Smith.
Why should we invest in creativity, and what lessons can marketers take with them to fight for creativity in the boardroom, and cultivate it with their teams?

In this episode we also hear from Severine Vauleon, Global VP at LUX, Josh Faulks, CEO at AANA, Michelle Martinis, Head of Marketing at National Australia Bank, Stephen Connor, Managing Director at Volvo Australia, Pete Randeria, Director of Global Innovation at Treasury Premium Brands, David Dahan, Managing Director at WPP@Unilever, Gavin Gibson, Managing Partner at Mindshare, David Redhill, ex-CMO of Deloitte, Sam Evans, Head of Digital Marketing and E-commerce at Modus Beer, Toby Talbot, Chief Creative Officer at Ogilvy.

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Insights from the WARC Awards – product solutions to marketing challenges

lona.meza@warc.com (WARC) — Tue, 24 Oct 2023 08:00:00 +0000

The first episode in a special three-part series that looks at creative effectiveness through the lens of the winners of 2023 WARC Awards.

This week, WARC’s Amy Rodgers and John Bizzell discuss brands that have used real-world solutions or products to communicate marketing messages and meet their objectives.

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3 in 15: Retail media's path to consolidation

lona.meza@warc.com (WARC) — Thu, 19 Oct 2023 08:00:00 +0000

WARC’s David Tiltman and Alex Brownsell unpack the latest Global Ad Trends report on retail media. They discuss retail media’s ad spend numbers, which retailers are benefitting the most from this growth, and why the most exciting thing about retail media is the data.

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Stories behind winning campaigns at the Marketing Society Awards

lona.meza@warc.com (WARC) — Tue, 17 Oct 2023 10:05:23 +0000

This week WARC’s Anna Hamill shares insights from some of the stand out cases from this year’s Marketing Society Awards. This episode features three interviews from the marketers behind the Mayor of London’s campaign to tackle misogyny, Yorkshire Tea’s long term growth success, and the Campaign Against Living Miserably’s fight against suicide.

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WARC x IPA EffWorks: Why relevance rules and the case for marketing as an investment

lona.meza@warc.com (WARC) — Thu, 12 Oct 2023 17:22:18 +0000

The final episode of the WARC Podcast from EffWorks 2023. Lena Roland, Head of Content for WARC Strategy, is joined by EssenceMediacomX’s Chief Transformation Officer Sue Unerman and Jake Webster, Senior Associate Strategy Director, to discuss new research on the new communications economy.

Ian Whittaker, Managing Director and owner of Liberty Sky Advisors shares research that makes the case for marketing as a long-term investment; James Hurman, founder of Previously Unavailable, and WARC’s Amin Mrini advise marketers on how to scale-up profitably on digital marketplaces.

The final guest, Hannah Gillett, Senior Communications Strategist at LEGO tells us about the importance of owned channels and an owned-first strategy.

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WARC x IPA EffWorks: 10 years of Long & Short, plus Unilever on retail media

lona.meza@warc.com (WARC) — Wed, 11 Oct 2023 17:05:51 +0000

The second of three daily episodes of the WARC Podcast from EffWorks 2023. Anna Hamill, WARC’s senior editor for brands, is joined by marketing effectiveness legends Les Binet and Peter Field to discuss the state of the industry 10 years on from their groundbreaking research study, ‘The Long and the Short of it’.

Fiona Blades, President and Chief Experience Officer at MESH Experience explains the importance of owned media channels in the marketing mix.

Finally, Pawan Marella, Strategy Director at Unilever and Nilam Atodaria, Global Product Director at The GOAT Agency, talk about all things retail media, social commerce and influencers.

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WARC x IPA EffWorks: Brands & pricing power, plus digital creative excellence

lona.meza@warc.com (WARC) — Tue, 10 Oct 2023 18:01:24 +0000

The first of three daily episodes of the WARC Podcast from EffWorks 2023.

Catherine Driscoll, WARC's Commissioning Editor EMEA, is joined by Laurence Green, Director of Effectiveness at the IPA to introduce the day alongside three effectiveness experts.

Dr Grace Kite from Magic Numbers shares what brands need to know managing price rises and planning for inflationary times, and Tom Roach, VP Brand Strategy at Jellyfish, shares insights from his masterclass on excellence in digital creative. The final guest, Orlando Wood, Chief Innovation Officer at System 1, looks back to enduring creative principles and discusses what they mean for attention and digital channels today.

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The Future of Strategy and why marketers need a reality check

lona.meza@warc.com (WARC) — Thu, 5 Oct 2023 09:03:39 +0000

This week WARC’s Lena Roland talks about the future of strategy with Richard Huntington, CSO at Saatchi & Saatchi and Mark Hadfield, founder of Meet the 85%. Discusses the calls for a research revolution as many popular methods used today leave marketers far removed from the reality of peoples’ lives.

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How to bring bravery back to strategy

lona.meza@warc.com (WARC) — Tue, 3 Oct 2023 08:38:47 +0000

This week, WARC's Ann Marie Kerwin talks about bravery in strategy with Elizabeth Paul, chief strategy officer at The Martin Agency and Tomas Gonsorcik, chief strategy officer at DDB North America. A conversation about doing breakthrough work, the power of creativity, and advising clients on how to tackle thorny issues.

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Do we need to rethink ‘brand vs. performance’?

lona.meza@warc.com (WARC) — Thu, 28 Sep 2023 08:00:00 +0000

WARC’s David Tiltman talks brand vs. performance marketing with Jim Stengel, Cait Lamberton and Ken Favaro, authors of a recent article on the need to move beyond this dichotomy. Interrogating entrenched industry metaphors, they discuss better ways of conceiving and measuring brand equity and why performance needs to take greater accountability for brand.

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3 in 15: The future of programmatic

lona.meza@warc.com (WARC) — Tue, 26 Sep 2023 08:00:00 +0000

This week, WARC’s Alex Brownsell is joined by Paul Stringer, our Managing Editor, Research and Insight, to unpack three key trends from WARC’s recent report, ‘The future of programmatic’. Covers programmatic in the post-cookie era, how to improve the efficiency and sustainability of the supply chain, and the spread of programmatic into emerging channels.

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Why anime is the next big subculture for marketing

lona.meza@warc.com (WARC) — Thu, 21 Sep 2023 06:00:00 +0000

This week WARC’s Rica Facundo talks anime with Robin Lau, global strategist of digital and entertainment at Dentsu. Discussing the rise of anime as a cultural force, anime fandoms, and why marketers should be paying attention to this.

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3 in 15: Drivers of brand growth

lona.meza@warc.com (WARC) — Tue, 19 Sep 2023 08:00:00 +0000

This week, WARC's Lena Roland is joined by Catherine Driscoll, Commissioning Editor EMEA for WARC Strategy to discuss three themes from the recent EMEA spotlight on drivers of brand growth. Discussing Paul Dyson’s drivers of advertising profitability, optimizing the balance between brand and performance marketing, and brand assets.

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How McDonald’s built a culture of creative effectiveness

lona.meza@warc.com (WARC) — Thu, 14 Sep 2023 09:41:04 +0000

This week WARC’s Aditya Kishore talks to Joan Colletta, Senior Director of Global Brand Leadership Team at McDonald's. Discussing how McDonald’s overhauled its marketing communications to become a real driver of commercial growth.

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WARC Talks: Redefining ESG

lona.meza@warc.com (WARC) — Tue, 12 Sep 2023 08:00:00 +0000

This week WARC talks ESG with Cathy Taylor, commissioning editor at WARC and Whitney Dailey, EVP of purpose at Allison. How is ESG being perceived and how are these perceptions changing?

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Consumer Trends: What’s driving the US Gen Z consumer

lona.meza@warc.com (WARC) — Thu, 7 Sep 2023 08:00:00 +0000

The third episode in a three-part series exploring the most important trends influencing global consumers. In this episode WARC’s Ann Marie Kerwin talks about the trends affecting the US with Amanda Peters, head of strategy at adam&eveDDB New York.

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Consumer Trends: Inflation, social commerce and data privacy in Asia

lona.meza@warc.com (WARC) — Wed, 6 Sep 2023 04:00:00 +0000

The second episode in a three-part series exploring the most important trends influencing global consumers. In this episode WARC’s Rica Facundo talks about the trends affecting APAC with Josh Gallagher, COO of EssenceMediacom APAC.

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Consumer Trends: Using behavioural science to tackle cost of living and sustainability

lona.meza@warc.com (WARC) — Tue, 5 Sep 2023 08:00:00 +0000

The first episode in a three-part series exploring the most important trends influencing global consumers. In this episode WARC’s Catherine Driscoll talks about the trends affecting Europe with Crawford Hollingworth global chairman and founder of The Behavioural Architects.

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WARC Talks: Differentiation and distinctiveness

lona.meza@warc.com (WARC) — Thu, 31 Aug 2023 08:00:00 +0000

This week WARC’s David Tiltman talks about differentiation and distinctiveness with Jenni Romaniuk, Research Professor at the Ehrenberg-Bass Institute, and Koen Pauwels, Distinguished Professor of Marketing at Northeastern University. How do these two ideas differ and does this difference matter?

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Making a Promise to the Customer - 4. Where next for the research?

lona.meza@warc.com (WARC) — Tue, 29 Aug 2023 08:00:00 +0000

The fourth and final episode in a series with the B2B Institute at LinkedIn on a concept called Promise to the Customer. In this episode we look at where this research goes next - how the team behind it plan to use it and apply it, and what they hope to achieve with it over the coming months and years. WARC's David Tiltman speaks to renowned strategist Roger Martin, Jann Schwarz, founder and global head of B2B Institute at LinkedIn, and Mimi Turner, head of EMEA & Latin America at the B2B Institute at LinkedIn.

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WARC Talks: Global ad spend outlook 2023/24

lona.meza@warc.com (WARC) — Thu, 24 Aug 2023 08:00:00 +0000

This week we are talking about the health of the global ad market with James McDonald, WARC’s Director of Data, Intelligence & Forecasting, and Kate Scott-Dawkins, global president of GroupM's Business Intelligence unit. WARC’s brand new ad spend forecast suggests a more positive outlook for investment, however, that return to growth will be uneven across channels and platforms.

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Making a Promise to the Customer - 3. Applying the model in real life

lona.meza@warc.com (WARC) — Tue, 22 Aug 2023 08:00:00 +0000

The third episode in a series with the B2B Institute at LinkedIn on a concept called Promise to the Customer. In this episode we go beyond the research to look at some real-life examples - two marketing initiatives that have a Promise to the Customer at their heart. WARC's David Tiltman speaks to Jason Carmel, global lead for creative data at Wunderman Thompson, Rachel Kerrone, director of brand and marketing at Starling Bank, and Jess Lovell, founder and CSO at Wonderhood.

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3 in 15: Connected TV's next episode

lona.meza@warc.com (WARC) — Thu, 17 Aug 2023 08:00:00 +0000

This week, WARC's David Tiltman is joined by Celeste Huang, Data Journalist for WARC Media and Alex Brownsell, Head of Content for WARC Media to discuss three themes from the recent Global Ad Trends report called Connected TV’s Next Episode. CTV is growing quickly as viewers and advertisers migrate from linear broadcast television. However, on closer inspection, that growth in CTV ad investment may be less impressive than first thought.

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Making a Promise to the Customer - 2. Proving it works

lona.meza@warc.com (WARC) — Tue, 15 Aug 2023 08:00:00 +0000

The second episode in a series with the B2B Institute at LinkedIn on a concept called Promise to the Customer. In this episode, WARC's David Tiltman speaks to Mimi Turner, head of EMEA & Latin America at the B2B Institute at LinkedIn, and Paul Stringer, managing editor for research at WARC.

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WARC Talks: Insights from the Creative Effectiveness winners

lona.meza@warc.com (WARC) — Thu, 10 Aug 2023 08:00:00 +0000

This week WARC's David Tiltman is joined by Amy Rodgers, Head of Content for WARC Creative to discuss the winners of the Creative Effectiveness category at the Cannes Lions festival this year, and the trends among these winners.

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Making a Promise to the Customer - 1. Explaining the framework

lona.meza@warc.com (WARC) — Tue, 8 Aug 2023 07:59:01 +0000

The first episode in a series with the B2B Institute at LinkedIn on a concept called Promise to the Customer. In this episode, WARC's David Tiltman speaks to renowned strategist and CEO advisor Roger Martin and Jann Schwarz, founder and global head of B2B Institute at LinkedIn.

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WARC Talks: P&G's culture of creative effectiveness

lona.meza@warc.com (WARC) — Thu, 3 Aug 2023 08:00:00 +0000

This week WARC’s Aditya Kishore talks about creative effectiveness at Proctor and Gamble with P&G’s David Grebert. Discussing how advertisers can build ways of working that help them invest in creativity and proves its effectiveness.

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3 in 15: Cross-media effects

lona.meza@warc.com (WARC) — Tue, 1 Aug 2023 08:00:00 +0000

This week Ann Marie Kerwin WARC's Americas Editor is joined by Cathy Taylor, WARC's US Commissioning Editor to dive into the themes from the WARC Guide to Cross-Media Effects. Discussing channel selection, creative customization, and measurement.

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WARC Talks: Learning social commerce from APAC

lona.meza@warc.com (WARC) — Thu, 27 Jul 2023 08:00:00 +0000

This week WARC talks about how APAC is leading developments in social commerce and what other markets can learn from the region about how to effectively leverage this new channel.

WARC’s Asia Editor Rica Facundo is joined by Manasa Harikar, E-Commerce Strategy Director for Unilever, Mindshare, Amandeep Singh, VP of Commerce & Customer Experience at VMLY&R, and Fionn Hyndman, Founder at Stickler.

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CMO Conversations: Diageo's Susan Jones on media, gen AI and pivoting through the pandemic

lona.meza@warc.com (WARC) — Tue, 25 Jul 2023 08:00:00 +0000

The fourth and final episode in the series interviewing CMOs. WARC's Anna Hamill is joined by Susan Jones, Chief Digital Officer at Diageo. Discussing how Diageo and its brands pivoted through the pandemic and opportunities in generative AI.

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WARC Talks: Emotion in advertising

lona.meza@warc.com (WARC) — Thu, 20 Jul 2023 08:00:00 +0000

This week WARC talk emotion in advertising with Ian Forrester, founder and CEO of DAVID, and Lynette Poh, Head of Marketing Communications at Singtel. Discussing the power of AI and applying it to the optimisation of creative and media strategies, and Singtel’s approach to the use and measurement of emotion in its advertising.

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CMO Conversations: HSBC's Becky Moffat on the current economic outlook, humour, and storytelling

lona.meza@warc.com (WARC) — Tue, 18 Jul 2023 08:19:47 +0000

The third in a four-part series interviewing CMOs. WARC's Anna Hamill is joined by Becky Moffat, CMO at HSBC UK. Discussing the current economic upheaval, how she makes the case for marketing investment, and how humour and storytelling increases engagement for a low interest category.

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WARC Talks: Retail Media Trends with Colin Lewis

lona.meza@warc.com (WARC) — Thu, 13 Jul 2023 08:00:00 +0000

Colin Lewis, founder of RetailMedia.works, speaks with Gregory Grudzinski of WARC Digital Commerce about the interest in retail media at the recent Cannes Lions International Festival of Creativity and the trends he sees shaping retail media in the year to come.

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CMO Conversations: L’Oréal's Asmita Dubey on the evolution of beauty, creators and tech innovation

lona.meza@warc.com (WARC) — Tue, 11 Jul 2023 08:00:00 +0000

The second in a four-part series interviewing CMOs. WARC's Anna Hamill is joined by Asmita Dubey, Chief Digital & Marketing Officer at L'Oréal. Discussing opportunities in tech innovation, the shift from followers to creator content, and the commitment to sustainability.

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WARC Talks: Inside the Jury Room

lona.meza@warc.com (WARC) — Thu, 6 Jul 2023 08:00:00 +0000

This week, WARC’s Awards Lead John Bizzell is joined by JJ Healan, Vice President, U.S. Marketing, Brand, Content, & Culture at McDonald's and Wendy Walker, Vice President of Marketing at Salesforce. Discussing the winners and themes that emerged from the 2023 WARC Awards for Effectiveness.

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CMO Conversations: General Mills' Doug Martin on brand-building, fandoms and AI

lona.meza@warc.com (WARC) — Tue, 4 Jul 2023 08:00:00 +0000

The first in a four-part series interviewing CMOs. WARC's Anna Hamill is joined by Doug Martin, chief brand and disruptive growth officer at General Mills. Discussing the challenges and opportunities of artificial intelligence, keeping iconic brands relevant, and the importance of staying the course on brand building investment.

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WARC talks gaming: Unpacking opportunities for brands

lona.meza@warc.com (WARC) — Thu, 29 Jun 2023 08:58:16 +0000

This week WARC Strategy's Head of Content Lena Roland talks gaming with Oliver Feldwick, Head of Innovation at The&Partnership, and Colleen Nuffer, Senior Director of Integrated Planning at EA.

They discuss the upcoming opportunities in this space that brands need to know.

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WARC x Cannes Lions: Future of Strategy

lona.meza@warc.com (WARC) — Fri, 23 Jun 2023 16:44:55 +0000

Lena Roland hosts the fifth and final episode of WARC’s daily podcast from Cannes Lions 2023. Joyce Kigathi, head of strategy, creative and content at Havas Africa, shares her view on WARC’s Future of Strategy debate on the question, “Is popular culture dead?” Anna Hamill shares insights from a week of CMO conversations, while David Tiltman wraps up our Cannes coverage with some highlights from the Creative Impact programme.

WARC x Cannes Lions: The triple opportunity of attention

lona.meza@warc.com (WARC) — Thu, 22 Jun 2023 15:52:34 +0000

Amy Rodgers hosts the fourth of WARC's daily podcasts from Cannes Lions 2023. Alex Brownsell summarises the latest attention insights from the Festival, while Imaad Ahmed, Head of Advisory EMEA at WARC, outlines a new whitepaper on how to give B2B campaigns a competitive edge. And Yusuf Chuku, EVP, Strategic Planning and Commercial Impact at NBCUniversal, drops in to share some new research on the importance of media context.

WARC x Cannes Lions: Culture of creative effectiveness

lona.meza@warc.com (WARC) — Wed, 21 Jun 2023 15:59:38 +0000

Alex Brownsell hosts the third of WARC's daily podcasts from Cannes Lions 2023. We hear about a brand new whitepaper on 'Culture of Creative Effectiveness' from WARC Insight Director Adi Kishore. R/GA's Yael Cesarkas shares her perspective on the AI debate raging up and down the Croisette, and McCann Worldgroup Global CSO Harjot Singh drops in to talk about purpose and sustainability.

WARC x Cannes Lions: The third age of effectiveness

lona.meza@warc.com (WARC) — Tue, 20 Jun 2023 17:20:39 +0000

Anna Hamill hosts the second of WARC’s daily podcasts from Cannes Lions 2023. We hear about a major new presentation from Les Binet, Dr Grace Kite and Tom Roach. Jocelyn Tse, Chief Strategy Officer for UM Worldwide in China, offers insights from the Creative Data Lions judging room. And WARC’s Sam Pena-Taylor reports on ChatGPT making a splash at the Festival.

WARC x Cannes Lions: The state of creativity, plus insights from WAFE

lona.meza@warc.com (WARC) — Mon, 19 Jun 2023 18:13:41 +0000

The first of five daily episodes of the WARC Podcast from Cannes Lions 2023. David Tiltman, WARC's SVP Content, is joined by Effectiveness Partnership founding partner Gurdeep Puri to discuss new research into creative effectiveness. Wunderman Thompson CSO Ellie Bamford previews the upcoming Future of Strategy debate. And John Bizzell, WARC's Awards Lead, highlights some winners from the WARC Awards for Effectiveness.

WARC x Cannes Lions: Creative Impact preview

lona.meza@warc.com (WARC) — Thu, 15 Jun 2023 10:00:39 +0000

This week, SVP Content David Tiltman talks creative effectiveness with Jenni Middleton, SVP Content and Editor-in-chief at LIONS, and Jamie Peate of McCann Worldgroup. David, Jenni and Jamie, as well as three of WARC’s editors, then offer a preview of WARC and LIONS’ Creative Impact content programme, which will be taking place across the 2023 Cannes Lions International Festival of Creativity.

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WARC Talks: How retail media is disrupting marketing structures

lona.meza@warc.com (WARC) — Thu, 8 Jun 2023 14:53:57 +0000

This week, WARC’s Gregory Grudzinski and Lauren Livak, Director of the Digital Shelf Institute, unpack key themes and takeaways from WARC Digital Commerce’s latest report into organizational readiness for the world of e-commerce. Topics include the rise of retail media, the value of temporary Centers of Excellence and the need to standardize internal metrics.

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3 in 15: YouTube platform insights

lona.meza@warc.com (WARC) — Tue, 6 Jun 2023 08:00:16 +0000

This week, SVP Content David Tiltman is joined by WARC Media’s Alex Brownsell and Celeste Huang. They discuss key themes and takeaways from WARC Media’s latest platform insights report on YouTube, covering ad spend, reach, evolving media formats and audience data.

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WARC Talks: Pricing

lona.meza@warc.com (WARC) — Thu, 1 Jun 2023 07:54:39 +0000

This week, WARC’s Catherine Driscoll is joined by Professor Koen Pauwels of Northeastern University and Amazon, and Billy Ryan, Head of Analytics and Effectiveness at the7stars. Examining the close relationship between advertising and pricing power, the episode addresses diverse advertising effects, from sales to distribution, and how marketers add value throughout their organisations.

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3 in 15: Lessons from the Effective 100

lona.meza@warc.com (WARC) — Tue, 30 May 2023 08:16:10 +0000

This week, David Tiltman, WARC's SVP Content, is joined by Amy Rodgers, Head of Content for WARC Creative to discuss some of the key findings from the Lessons from the Effective 100 report.

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WARC Talks: How culture is key to influencing behavior

lona.meza@warc.com (WARC) — Thu, 25 May 2023 08:24:07 +0000

WARC’s Cathy Taylor is joined by Dr. Marcus Collins of Wieden+Kennedy and the Ross School of Business to discuss his new book, For the Culture: The Power Behind What We Buy, What We Do, and Who We Want to Be. Cathy and Marcus define culture and what it means for marketers, and why it is ignored at their peril.

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3 in 15: Working with creators

lona.meza@warc.com (WARC) — Tue, 23 May 2023 07:54:58 +0000

This week, Lena Roland, Head of Content for WARC Strategy talks to Catherine Driscoll, Commissioning Editor for EMEA, about the latest WARC Guide to working with creators. They discuss new dynamics in the creator-brand partnership, why creators are beginning to challenge legacy brands in their own categories and how marketers can measure the impact of influencer campaigns.

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WARC Talks: Data and privacy in Australia

lona.meza@warc.com (WARC) — Thu, 18 May 2023 09:13:04 +0000

This week, Rica Facundo, WARC Strategy’s Asia Editor, is joined by Juan Mendoza, guest editor and CEO of The Martech Weekly, to unpack the insights from our latest Spotlight series on Australia’s push to data privacy. They discuss the recent high-profile data breaches in Australia, the changing regulatory landscape, its impact on the consumer value exchange and how brands can turn the risk of data privacy concerns into an opportunity.

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WARC Talks: Driving impact with entertainment

lona.meza@warc.com (WARC) — Tue, 16 May 2023 08:09:41 +0000

This week Rica Facundo, WARC Strategy’s Asia Editor, is joined by Manjusha Subramanian, B2B Marketing Lead, TikTok APAC, Kunal Sinha, Group Chief Strategy Officer at M&C Saatchi Indonesia and Leah Jackson, Head of Digital Marketing, Goodman Fielder. Rica and her guests discuss how entertainment is changing the marketing and media landscape in Asia and beyond.

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WARC Talks: Reddit identifies 5 global movements shaping society

lona.meza@warc.com (WARC) — Thu, 11 May 2023 08:00:00 +0000

This week Cathy Taylor, WARC Strategy’s US Commissioning Editor talks to Matt Klein, Head of Global Foresight at Reddit about five global movements shaping society, and the implications for consumers and brands.

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3 in 15: The Future of Measurement

lona.meza@warc.com (WARC) — Tue, 9 May 2023 08:00:29 +0000

David Tiltman, WARC's SVP Content, is joined by Paul Stringer, managing editor of Research and Insight at WARC to talk about The Future of Measurement report. Discussing the renaissance of marketing mix modelling, cross media measurement and the growing pains in retail media.

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WARC Talks: What should brands expect from Chinese consumers as China reopens?

lona.meza@warc.com (WARC) — Thu, 4 May 2023 06:00:56 +0000

This week WARC’s Asia editor, Rica Facundo talks to Reno Yue, SVP of Brand, Innovation & Digital Transformation at HYPERS, and Jenny Chan, WARC’s China Editor. Since China's reopening what has changed, what has stayed the same, and what do marketers need to know about the Chinese consumer?

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WARC Talks: Reputation versus brand

lona.meza@warc.com (WARC) — Thu, 27 Apr 2023 08:00:33 +0000

This week, WARC’s SVP content, David Tiltman is joined by Shann Biglione, Head of Strategic Solutions at Signal AI to discuss reputation and brand. What do these two things mean, and could we ever swap one for the other?

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3 in 15: Trends in search media

lona.meza@warc.com (WARC) — Tue, 25 Apr 2023 08:00:37 +0000

This week, WARC’s SVP content, David Tiltman is joined by WARC Media’s Head of Content Alex Brownsell and Data Journalist Celeste Huang to discuss the latest Global Ad Trends report on search media.

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WARC Talks: Behavioural science in an age of volatility

lona.meza@warc.com (WARC) — Thu, 20 Apr 2023 08:00:40 +0000

Marketing consultant and founder of Astroten, Richard Shotton joins WARC’s Imaad Ahmed, Head of Advisory in EMEA and Americas to discuss Richard’s latest book, The Illusion of Choice, and how marketers can use behavioural science to make their work more effective.

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Planning for Effective Outcomes #7: The Downfall of Media Measurement

lona.meza@warc.com (WARC) — Tue, 18 Apr 2023 08:00:24 +0000

The seventh and final episode in our series on effectiveness. Hosted by Fergus O'Carroll, this episode is all about the downfall of measurement with Karen Nelson-Field of Amplified Intelligence.

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WARC Talks: ESOV, attention and creative effectiveness

lona.meza@warc.com (WARC) — Thu, 13 Apr 2023 08:00:41 +0000

Marketing consultants Peter Field and Rob Brittain, and Professor Karen Nelson-Field, founder and CEO of Amplified Intelligence, join Alex Brownsell, WARC Media’s Head of Content, to discuss a new report published by the Advertising Council Australia analysing the ability of a media platform to amplify or undermine a campaign’s creative strength.

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Planning for Effective Outcomes #6: The Creative Relationship

lona.meza@warc.com (WARC) — Tue, 11 Apr 2023 17:48:56 +0000

The sixth episode in a seven-part series on effectiveness. Hosted by Fergus O'Carroll, this episode is all about the creative relationship with Greg Hahn, Co-Founder of Mischief USA and James Hurman of Previously Unavailable.

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3 in 15: Luxury marketing in an era of change

lona.meza@warc.com (WARC) — Thu, 6 Apr 2023 08:00:10 +0000

This week, Lena Roland, head of content for WARC Strategy is joined by Anna Hamill, senior editor for brands to discuss the recently published report, the WARC Guide to luxury marketing.

Topics covered include recent changes in the luxury market, big macro trends shaping marketing for luxury brands, and the impact on digitisation, e-commerce and the rise of the influencer economy on the luxury industry.

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Planning for Effective Outcomes #5: Writing Creative Briefs

lona.meza@warc.com (WARC) — Tue, 4 Apr 2023 08:28:43 +0000

The fifth episode in a seven-part series on effectiveness. Hosted by Fergus O'Carroll, this episode is all about writing creative briefs with Strategy Finishing School’s Julian Cole.

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WARC Talks: Lessons from the WARC Rankings

lona.meza@warc.com (WARC) — Thu, 30 Mar 2023 13:55:51 +0000

This week David Tiltman, WARC’s SVP Content, is joined by Amy Rodgers, Head of Content for WARC Creative. They discuss the top ranked campaigns from this year's Creative, Media and Effective Rankings, and look at the themes that come through across the highly ranked campaigns.

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Planning for Effective Outcomes #4: Metrics and Measurements

lona.meza@warc.com (WARC) — Tue, 28 Mar 2023 09:00:27 +0000

The fourth episode in a seven-part series on effectiveness. Hosted by Fergus O'Carroll, this episode is all about metrics and measurement with Harry Davies, VP of marketing investment and effectiveness at Sage.

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3 in 15: TikTok platform insights

lona.meza@warc.com (WARC) — Thu, 23 Mar 2023 09:45:46 +0000

David Tiltman, WARC’s SVP Content, is joined by Alex Brownsell, Head of Content for WARC Media, to talk about the first Platform Insights report from WARC Media. Tackling TikTok, they explore the platform’s market-defying levels of advertising investment, key user and audience groups and the prospect of bans in Europe and the US.

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Planning for Effective Outcomes #3: Performance v Brand

lona.meza@warc.com (WARC) — Tue, 21 Mar 2023 09:00:55 +0000

The third episode in a seven-part series on effectiveness. Hosted by Fergus O'Carroll, this episode is all about performance versus brand with Jellyfish's Claire Strickett and Tom Roach.

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WARC Talks: How measuring effectiveness combats ad fraud

lona.meza@warc.com (WARC) — Thu, 16 Mar 2023 09:00:47 +0000

This week WARC talks ad fraud with US Commissioning Editor Cathy Taylor and David Beaton, of Navigation ME and Crater Lake & Company. How measuring and optimizing against real-world effectiveness outcomes can help to make bots irrelevant.

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Planning for Effective Outcomes #2: Starting out right

lona.meza@warc.com (WARC) — Tue, 14 Mar 2023 10:53:58 +0000

The second episode in a seven-part series on effectiveness. Hosted by Fergus O'Carroll, this episode is all about starting out right with Mark Ritson.

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WARC Talks: Better brand health tracking

lona.meza@warc.com (WARC) — Thu, 9 Mar 2023 09:00:41 +0000

This week we're talking about better brand health tracking with Jenni Romanuik, research professor at the Ehrenberg-Bass Institute. How can brands get the most out of their brand health tracking?

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Planning for Effective Outcomes #1: Setting the Scene

lona.meza@warc.com (WARC) — Tue, 7 Mar 2023 09:31:27 +0000

The first in a seven-part series on effectiveness. Hosted by On Strategy’s Fergus O’Carroll, the series kicks off with James Hurman of Previously Unavailable.

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WARC Talks: Do stronger relationships produce stronger results?

lona.meza@warc.com (WARC) — Thu, 2 Mar 2023 09:42:58 +0000

This week we're talking about client-agency relationships with founder of Aprais, Kim Walker. Do stronger relationships make more effective work? The latest WARC Creative report, in collaboration with Aprais, overlays WARC's Rankings data with Aprais' client-agency evaluation data to answer this question.

A complimentary copy of the report is available to read for a limited time here.

Brands in culture

lona.meza@warc.com (WARC) — Tue, 28 Feb 2023 09:00:55 +0000

The third and final episode in a special three-part series that looks at creative effectiveness through the lens of the winners of 2022's WARC Awards for Effectiveness. In this episode we discuss brands in culture and how that approach was used to capture the attention of target audiences.

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3 in 15: Media models in flux

lona.meza@warc.com (WARC) — Thu, 23 Feb 2023 09:00:04 +0000

David Tiltman, WARC's SVP Content, is joined by Alex Brownsell, Head of Content for WARC Media, to talk about the latest Global Ad Trends report, called ‘Media Models in Flux’. Discussing how traditional media models are becoming unsustainable, advertising as a driver of profitability, and what it means to be a media owner is being re-written.

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Collaboration baked into industry-shifting ideas

lona.meza@warc.com (WARC) — Tue, 21 Feb 2023 09:00:23 +0000

The second episode in a special three-part series that looks at creative effectiveness through the lens of the winners of 2022's WARC Awards for Effectiveness. In this episode, we discuss collaboration and how it was at the root of many industry-shifting ideas. Featuring campaigns from Michelob Ultra, Unilever, and Skinny.

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WARC Talks 2023 Super Bowl ads: What worked and what didn’t

lona.meza@warc.com (WARC) — Thu, 16 Feb 2023 09:48:25 +0000

This week Cathy Taylor, US Commissioning Editor, talks with Lauriann Serra, Managing Director USA, The GOAT Agency and Ben Wolan, Executive Creative
Director of DDB San Francisco about this year’s crop of Super Bowl ads. Discussing distinctive assets, the most effective use of celebrities, and predictions of what we hope to see in the future.

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Impactful creativity across sectors

lona.meza@warc.com (WARC) — Tue, 14 Feb 2023 09:00:56 +0000

The first in a special three-part series that looks at creative effectiveness through the lens of the winners of 2022's WARC Awards for Effectiveness. In this episode, we discuss how brands from different sectors can lean in on creativity to deliver impactful ideas. Featuring campaigns from Maersk, Pepsi and Deutsche Bahn.

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WARC Talks: Driving growth through new usage occasions

lona.meza@warc.com (WARC) — Thu, 9 Feb 2023 11:57:45 +0000

This week WARC talks driving growth through new usage occasions with Jennifer English, Global Brand Director at Bailey's and Carlos Grande, Effectiveness Editor at the IPA. How do you maintain existing customers and consumption moments while also attracting new customers?

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WARC Talks Special! The gravity of e-commerce

lona.meza@warc.com (WARC) — Tue, 7 Feb 2023 09:14:25 +0000

In this special episode David Tiltman is joined by JP Castlin, a strategic management consultant, and James Hankins, Global VP Marketing Strategy and Planning at Sage, who have co-authored a new WARC report, ‘The gravity of e-commerce’. As marketers come to terms with the rapidly changing world of digital commerce, they may need to return to the four Ps in response. The full report is available to WARC subscribers at this link.

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WARC Talks: Unpacking retail media in Asia

lona.meza@warc.com (WARC) — Thu, 2 Feb 2023 11:23:32 +0000

This week we're unpacking retail media in Asia with Miranda Dimopoulos, Regional CEO at IAB Southeast Asia and India, and JJ Eastwood, Managing Director at Carousell Media Group. Discusses the report launched by the IAB Southeast Asia and India in partnership with the Carousell Media Group called "Digital Advertising's Next Big Wave".

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WARC Talks: New thinking in reach

lona.meza@warc.com (WARC) — Thu, 26 Jan 2023 09:00:50 +0000

This week WARC talks about the changing role of reach in media planning with Rich Kirk, Chief Strategy Officer at Zenith UK, and Sam Dias, Head of Data Sciences for Publicis Media. Reach has been a vital pillar of media strategies for decades, however, this orthodoxy is being questioned in light of an increasingly fragmented media market.

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WARC talks putting theory into practice

lona.meza@warc.com (WARC) — Thu, 19 Jan 2023 09:00:39 +0000

This week WARC talks putting theory into practice with Cheryl Calverley, former CEO at Eve Sleep and Tom Roach, VP of Brand Strategy at Jellyfish. There's no shortage of theory - but how do marketers take that theory and turn it into marketing plans, budget allocation and creative choices?

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WARC Talks: The future of digital commerce

lona.meza@warc.com (WARC) — Thu, 12 Jan 2023 15:32:18 +0000

Gregory Grudzinski, Head of Content for WARC Digital Commerce is joined by Briana Finelli, US Head of Ecommerce at Wavemaker to discuss the future of digital commerce. This podcast along with our report on the future of digital commerce is part of WARC’s Marketer’s Toolkit 2023 series.

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3 in 15: The Future of Media

lona.meza@warc.com (WARC) — Thu, 5 Jan 2023 10:00:14 +0000

David Tiltman, WARC's SVP Content, is joined by Alex Brownsell, Head of Content for WARC Media, to discuss the launch of a new report on The Future of Media. Part of The Marketer's Toolkit 2023 series, the report covers key trends in advertising investment, audience fragmentation and reform of the media ecosystem.

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WARC Talks: The best of Jeremy Bullmore

lona.meza@warc.com (WARC) — Thu, 15 Dec 2022 09:05:27 +0000

This week we’re looking at some of the wisdom of one of the greatest writers about advertising there is – Jeremy Bullmore. Here to guide us to his best thinking we have Alex Steer, chief data officer, Wunderman Thompson, and Sarah Walker, global CMO, Essence MediaCom.

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3 in 15: Leveraging retail media networks

lona.meza@warc.com (WARC) — Thu, 8 Dec 2022 10:46:27 +0000

Explores the latest WARC Spotlight on the exponential growth of retail media networks (RMNs) – covering current channel fragmentation, the need for industry-wide universal KPIs and how RMNs can be utilized across all parts of the marketing funnel.

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WARC Talks sustainability

lona.meza@warc.com (WARC) — Thu, 1 Dec 2022 09:10:40 +0000

This week US Commissioning Editor Cathy Taylor discusses marketing's role in building sustainability behaviors with executives at two B Corps: Pip Cross, Sustainability Lead at Barkley, and Mikey Sadowski, General Manager, Global PR & Communications, at Intrepid Travel.

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WARC Talks dentsu’s media trends 2023

lona.meza@warc.com (WARC) — Thu, 24 Nov 2022 09:10:43 +0000

This week WARC talks 2023 media trends with dentsu’s Dan Calladine Head of Media Futures, and author of dentsu’s ‘Change and Opportunity’ media trends report.

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3 in 15: Marketing trends for 2023

lona.meza@warc.com (WARC) — Thu, 17 Nov 2022 09:15:31 +0000

This week we’re joined by Aditya Kishore WARC’s insight director who oversaw the creation of The Marketer’s Toolkit 2023. Discussing themes from the report, including marketing in a cost-of-living crisis, the disruption in the global supply chain, and the future of big tech.

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3 in 15: Brazilian consumers during volatile times

lona.meza@warc.com (WARC) — Thu, 10 Nov 2022 14:57:47 +0000

This week we're joined by Mirela Dufrayer, marketing leader, Latin America at WGSN who contributed to the recent Spotlight on how Brazil's consumers are responding to volatile times. Discussing World Cup optimism, political polarization and how businesses are dealing with consumers spending less.

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WARC Talks brand purpose

lona.meza@warc.com (WARC) — Thu, 3 Nov 2022 09:30:33 +0000

This week WARC talks brand purpose with David Aaker, vice chairman at Prophet. Discussing the role of purpose in the marketing industry and how marketers can use purpose to help solve societal problems.

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3 in 15: Using brand assets

lona.meza@warc.com (WARC) — Thu, 27 Oct 2022 08:30:34 +0000

This week we’re joined by Catherine Driscoll, WARC’s Commissioning Editor EMEA and editor of a recent WARC Guide to brand assets in a hybrid world. Catherine explores how to create strong brand assets when you don’t have a physical product, the increasing importance of sonic branding and details the top tips for maximising brand assets.

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WARC Talks Finding Gen Z

lona.meza@warc.com (WARC) — Thu, 20 Oct 2022 09:00:20 +0000

WARC Media's Celeste Huang summarises the latest Global Ad Trends report Finding Gen Z, which explores media consumption habits among 16- to 24-year-olds. Catrina Dear, entertainment lead at the7stars, and Aliya Gilmore, a strategist at Culture Group, discuss how brands should communicate with younger audiences. Hosted by Alex Brownsell, Head of Content at WARC Media.

WARC Talks Digital Commerce - Retail Media Today

lona.meza@warc.com (WARC) — Mon, 17 Oct 2022 08:30:16 +0000

Gregory Grudzinski, Head of Content for WARC Digital Commerce, and Colin Lewis, author of WARC's Retail Media Primer Series discuss the retail media offerings of Amazon, Kroger, Walmart, Target and Instacart. The complete Retail Media Primer Series is available to subscribers at warc.com/digital-commerce.

WARC Talks brands in culture

lona.meza@warc.com (WARC) — Thu, 13 Oct 2022 14:54:24 +0000

This week WARC talks brands in culture with Marcus Collins, head of strategy at Wieden+Kennedy New York, and author and social anthropologist, Grant McCracken. Discussing how brands can find a space for themselves in culture.

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3 in 15: The Consumer Crunch

lona.meza@warc.com (WARC) — Thu, 6 Oct 2022 08:00:53 +0000

This week Lena Roland, Head of Content for WARC Strategy, and David Tiltman, WARC’s SVP Content discuss the key takeaways from the latest WARC Guide to The Consumer Crunch: Navigating inflation and the threat of recession.

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WARC Talks budgets and ROI

lona.meza@warc.com (WARC) — Thu, 29 Sep 2022 08:00:26 +0000

This week WARC talks budget setting and ROI with Grace Kite, founder and economist at magic numbers, and Paul Dyson, co-founder at Accelero. What is the relationship between what marketers spend, and what kind of return they can expect?

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3 in 15: Ad investment forecasts

lona.meza@warc.com (WARC) — Thu, 22 Sep 2022 08:00:58 +0000

Alex Brownsell, Head of Content for WARC Media, and James McDonald, WARC’s Director of Data, Intelligence & Forecasting, examine the latest global ad spend forecasts and the impact of the economic slowdown.

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WARC Talks Anti-personalisation

lona.meza@warc.com (WARC) — Thu, 15 Sep 2022 15:20:44 +0000

This week WARC talks anti-personalisation with marketing consultant Samuel Brealey and Michael Taylor, founder of Vexpower. With the death of the cookie and data privacy concerns, marketers are rethinking their approach to personalisation. Discussing how personalisation adds complexity to an ad campaign and may not be good value for money.

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3 in 15: The state of creative effectiveness

lona.meza@warc.com (WARC) — Thu, 8 Sep 2022 10:52:56 +0000

This week we’re joined by Warwick Cairns, strategy partner at The Effectiveness Partnership and an editor of the state of creative effectiveness report. Warwick shares the key takeaways from the report; including how marketers are finding marketing effectiveness challenging, the importance of creating a unifying set of KPIs, and how vital it is that marketers make their case to the c-suite.

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WARC Talks: What does 'brand' actually mean?

lona.meza@warc.com (WARC) — Thu, 1 Sep 2022 09:59:36 +0000

This week WARC talks about one of the most ill-defined words in the marketing lexicon; brand. Claire Strickett, brand strategy director at Jellyfish, and Paul Bailey, brand strategy director at Halo explore what brand actually means, and why it is so important to use the word clearly.

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WARC Talks Communities and Creative Effectiveness

lona.meza@warc.com (WARC) — Thu, 25 Aug 2022 08:00:07 +0000

This week WARC talks engaging communities with the strategists behind two of the 2022 Creative Effectiveness Lions winners. Discussing tapping into fandoms, audience empowerment and successful partnerships, Wieden+Kennedy's Tass Tsitsopoulos and FCB Canada's Shelley Brown give insights into how connecting with communities led to their work's success.

WARC Talks Inflation and Economic Slowdown

lona.meza@warc.com (WARC) — Thu, 18 Aug 2022 09:08:26 +0000

This week WARC talks inflation and economic slowdown with J. Walker Smith and Karine Trinquetel - insights experts at market research company Kantar. Discusses new consumer sentiment data and how brands can focus on resilience and serving consumer needs.

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WARC Talks US automotive marketing

lona.meza@warc.com (WARC) — Thu, 11 Aug 2022 13:45:36 +0000

This week WARC talks American automotive marketing with Scotty Reiss, founder of A Girls Guide to Cars. Discusses the increased popularity of the electric vehicle in the US, and what problems that may arise for marketers in the face of inflation.

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3 in 15 - Media Inflation

lona.meza@warc.com (WARC) — Thu, 4 Aug 2022 08:00:50 +0000

This week we’re joined by WARC’s Head of Media Alex Brownsell, who is the editor of the recent Global Ad Trends report on the rising cost of incremental reach. Alex explores the increased costs of advertising on linear TV, looks at this inflation across the media ecosystem, and explains how attention metrics are muddying these waters even further.

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3 in 15 - Conscious Consumerism in Southeast Asia

lona.meza@warc.com (WARC) — Thu, 28 Jul 2022 10:10:36 +0000

This week we’re joined by WARC’s Asia Editor Rica Facundo, who is also the editor of the recent Spotlight on conscious consumerism in Southeast Asia. Rica takes us through the cultural barriers in the way of the green economy growing, the role of sustainable packaging, and innovative products and services making sustainability more inclusive.

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Faris Yakob on Attention - 3. Attention Culture

lona.meza@warc.com (WARC) — Thu, 21 Jul 2022 08:00:10 +0000

Faris Yakob, co-founder of the nomadic creative consultancy Genius Steals and author of Paid Attention, hosts a special three-part podcast series exploring human attention and advertising.

In this third and final episode, Faris turns his attention to how advertising and the media impacts society, and how brands can navigate a complex polarized media environment. Guests include Dr Gwenyth Jackaway, a former media professor at Fordham University, Jared Grant, integrated strategy director at Publicis agency Le Truc, and Sara Tate, ex-CEO of TBWA\London.

Faris Yakob on Attention - 2. Quantities and Qualities of Attention

lona.meza@warc.com (WARC) — Thu, 14 Jul 2022 12:25:40 +0000

Faris Yakob, co-founder of the nomadic creative consultancy Genius Steals and author of Paid Attention, hosts a special three-part podcast series exploring human attention and advertising.

In this second episode, Faris and his guests address how attention is measured and valued, and what this means for the media industry now in the very near future. Faris is joined by former General Mills CMO Ivan Pollard, Lumen Research founder Mike Follett, and Katie Hartley, managing director - product and innovation at Dentsu Data Labs.

Faris Yakob on Attention - 1. The Attention Economy

lona.meza@warc.com (WARC) — Thu, 7 Jul 2022 08:00:19 +0000

Faris Yakob, co-founder of the nomadic creative consultancy Genius Steals and author of Paid Attention, hosts a special three-part podcast series exploring human attention and advertising.

In episode one, discussion focuses on the origins of the ‘attention economy’, how it has evolved in the digital age, and how marketers can attract attention. Faris is joined by Zoe Scaman, founder of integrated strategy studio Bodacious, Matt Locke, partner at content studio Storythings, and Tony Haile, senior director of product at Twitter.

3 in 15: The CMO Agenda in Cannes

lona.meza@warc.com (WARC) — Thu, 30 Jun 2022 14:43:03 +0000

This week we're joined by Anna Hamill, Senior Editor - Brands at WARC, to discuss what was driving the CMO agenda in Cannes. Anna’s key insights include why sustainability is table stakes for CMOs, how brands are preparing for a recession, and the changing role of brand purpose in the growth equation.

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WARC x Cannes Lions: Effective creativity and the WARC Awards for Effectiveness

lona.meza@warc.com (WARC) — Fri, 24 Jun 2022 15:58:46 +0000

Wrapping up WARC’s coverage of the 2022 Cannes Lions International Festival of Creativity.

Host Lena Roland, Head of Content for WARC Strategy, is joined by WARC editors David Tiltman, Chiara Manco and Anna Hamill. They reveal the winners of this year’s WARC Awards for Effectiveness, share insights from the previous day’s Brands in Culture sessions featuring McDonald’s and Nestle, and outline James Hurman (Previously Unavailable) and Tom Morton’s (R/GA) session on whether we need new rules for a new generation of brands. Plus David Tiltman, WARC’s SVP Content, reflects on the key highlights from this year’s festival.

WARC x Cannes Lions: The Future of Strategy and Ehrenberg-Bass research

lona.meza@warc.com (WARC) — Thu, 23 Jun 2022 15:05:56 +0000

All the latest from day four of Cannes Lions 2022.

Host Alex Brownsell, Head of Content for WARC Media, is joined in the Palais des Festivals by WARC editors Lena Roland and Anna Hamill to talk about this morning’s Future of Strategy sessions, and recap yesterday’s presentation from Jenni Romaniuk, Research Professor at Ehrenberg-Bass Institute.

WARC x Cannes Lions: Brand-building in an e-commerce world and B2B best practice

lona.meza@warc.com (WARC) — Wed, 22 Jun 2022 14:58:15 +0000

News and insights from day three at Cannes Lions 2022.

Host David Tiltman, WARC’s SVP Content, is joined by WARC editors Alex Brownsell and Sam Pena-Taylor. They discuss James Hurman’s latest presentation on the WARC stage, and reveal Benedict Evans’s long-range view on the future of e-commerce and media.

WARC x Cannes Lions: Digital commerce and when targeting doesn't work

lona.meza@warc.com (WARC) — Tue, 21 Jun 2022 16:27:47 +0000

All the latest from day two of Cannes Lions 2022.

Host Alex Brownsell, Head of Content for WARC Media, is joined by David Tiltman and Imaad Ahmed to talk about the collision of marketing and digital commerce - a hot topic at this year’s festival - and reveal fresh research from Creative X and Analytic Partners. Plus Anna Hamill provides insights into the key priorities among CMOs in Cannes.

WARC x Cannes Lions: Attention jeopardy and the Anatomy of Effectiveness

lona.meza@warc.com (WARC) — Mon, 20 Jun 2022 14:00:26 +0000

The first of five daily episodes of The WARC Podcast from Cannes Lions 2022.

Host David Tiltman, WARC’s SVP Content, is joined in the Palais des Festivals by WARC editors Alex Brownsell, Lena Roland and Chiara Manco. They discuss new attention research from Peter Field, Professor Karen Nelson-Field and Orlando Wood, WARC’s updated Anatomy of Effectiveness whitepaper, and preview the upcoming Effectiveness Show.

WARC Talks the Crypto Winter - Implications for Marketers

lona.meza@warc.com (WARC) — Thu, 16 Jun 2022 08:00:04 +0000

This week WARC talks the crypto winter and the implications for marketers with Cary Tilds, co-founder of Web3 Marketing Association, and CSO at Frameplay, and David Wallace, co-founder of Web3 Marketing Association, and founder at NMD+. Looking at the current situation in the crypto-currency world and what this means for marketers.

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3 in 15 - Sustainability Marketing in India

lona.meza@warc.com (WARC) — Thu, 9 Jun 2022 08:00:18 +0000

This week we’re joined by WARC’s Biprorshee Das, India Editor and the editor of the recent Spotlight on sustainability marketing in India. Bipro takes us through the cultural context of this issue, the need for sustainability to be at the core of a brand’s strategy, and the consumer perspective.

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WARC Talks Fragmentation

lona.meza@warc.com (WARC) — Thu, 2 Jun 2022 08:00:02 +0000

This week WARC talks fragmentation with Oliver Feldwick, head of innovation at The&Partnership and Ana Andjelic, a global C-level executive. Discussing the challenges and opportunities around fragmentation.

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3 in 15 - Connected TV

lona.meza@warc.com (WARC) — Thu, 26 May 2022 09:09:08 +0000

This week we’re joined by WARC’s Cathy Taylor, US Commissioning Editor for WARC Strategy, and editor of the recent WARC guide on connected TV. Cathy explores the reasons why we should be paying attention to CTV, the role of first party data and cookies, and what the future of CTV might look like.

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WARC Talks Digital Brand Growth

lona.meza@warc.com (WARC) — Thu, 19 May 2022 08:00:01 +0000

This week WARC talks digital brand growth with Tom Morton, Chief Strategy Officer at R/GA. Discusses how the established laws of marketing apply to brands that have started or scaled up in a digital economy.

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WARC Talks Marketing and the Cost of Living Crisis

lona.meza@warc.com (WARC) — Thu, 12 May 2022 13:44:18 +0000

This week WARC talks marketing and the cost of living crisis with Ananda Roy, Senior Vice President, Strategic Growth Insights at IRI, and Louise Martell, CSO at Yonder Media. Discusses the cost of living crisis and how marketers and businesses can respond.

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3 in 15 - Big Tech ad spend

lona.meza@warc.com (WARC) — Thu, 5 May 2022 10:41:32 +0000

This week we’re joined by WARC’s Alex Brownsell, Head of Content for WARC Media, and editor of the recent Global Ad Trends report on Big Tech advertising investment. Alex discusses Big Tech ad spend and growth rates, the spend by retail platforms growing faster than media, and the trends in ad spend as a percentage of total sales.

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WARC Talks Connected TV

lona.meza@warc.com (WARC) — Thu, 28 Apr 2022 13:27:03 +0000

This week WARC talks connected TV with Kim Thompson, a president at Spark Foundry in New York and Seth Marquart, director of experience strategy for LUCKIE in Nashville. Discussing Netlfix's potential move towards AVOD, the need for disruption in the market, and the future of connected TV.

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3 in 15 - Scale Up Brands

lona.meza@warc.com (WARC) — Thu, 21 Apr 2022 16:00:36 +0000

This week we’re joined by WARC’s Catherine Driscoll, Commissioning Editor and the editor of the WARC guide to scale up brands. Catherine takes us through why scale up brands have to be bold in their media plans, the importance of developing their branding, and the challenges for scale-up CMOs.

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WARC Talks QSR

lona.meza@warc.com (WARC) — Thu, 14 Apr 2022 06:00:00 +0000

This week WARC Talks QSR with Alice Crowder, chief marketing officer at Krystal, a QSR brand based in the south US. Diving into this fundamentally American category, we discuss Krystal’s celebrity integration with rapper 2 Chainz, the impact of delivery on the business, and how to manage the brand in an inflationary time.

WARC Talks Online Video in Asia

lona.meza@warc.com (WARC) — Thu, 7 Apr 2022 04:00:00 +0000

This week WARC talks online video in Asia with Kate Choi, Head of Ads Marketing at Google Korea, Anil Viswanathan, Vice President of Marketing at Mondelez, and Leigh Reyes, C3PO at MullenLowe TREYNA. Discussing the opportunities and trends that can help marketers make their investment in this channel more effective.

WARC Talks Strategy and Insight

lona.meza@warc.com (WARC) — Thu, 31 Mar 2022 17:14:29 +0000

This week WARC talks strategy and insight with Michael Lee, Chief Strategy Officer at VCCP, and Chair of the Account Planning Group and Mark Hadfield, Strategy Partner at Cravens. We discuss why strategists need to burst the strategy bubble, and how to do this.

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3 in 15 - Net Zero Marketing

lona.meza@warc.com (WARC) — Thu, 24 Mar 2022 10:10:55 +0000

This week we’re joined by WARC’s Lena Roland, managing director, warc.com, and the editor of the WARC guide to net zero marketing. Lena takes us through what net zero marketing is, the key challenges of net zero, how the industry is responding, and lots of practical advice for marketers to drive behavioural change.

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3 in 15 - 2022 WARC Rankings

lona.meza@warc.com (WARC) — Thu, 17 Mar 2022 10:00:00 +0000

This week we're joined by WARC's Zoe McCready, senior research executive, and the manager of the 2022 launch. Zoe takes us through the most awarded campaigns in the Creative, Media and Effective 100, and the lessons to be learned from these campaigns.

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3 in 15 - The IRL ad economy

lona.meza@warc.com (WARC) — Thu, 10 Mar 2022 20:03:11 +0000

This week we're joined by WARC's Alex Brownsell, Head of Content for WARC Media, and the editor of the recent Global Ad Trends report on the IRL ad economy. Alex takes us through the forecast for investment in ‘IRL’ media, the differences in investment across regions and OOH formats, and the state of cinema advertising.

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WARC Talks Distinctive Assets

lona.meza@warc.com (WARC) — Thu, 3 Mar 2022 10:00:00 +0000

This week WARC talks distinctive assets with Will Caruso, senior marketing scientist at Ehrenberg-Bass Institute, and Alana King, planning director at VCCP. What are distinctive brand assets, how do you use them creatively, and how to avoid confusing consumers?

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WARC Talks DEI with Huenited Collective

lona.meza@warc.com (WARC) — Thu, 24 Feb 2022 16:35:12 +0000

This week WARC talks diversity, equity and inclusion in the marketing industry with Cincinnati’s Huenited Collective. Its four founders, Tysonn Betts, Jamie Grady, Sean Rugless and Molly Baker discuss how and why Huenited got started, the local model that they have adopted, and how others can follow in Huenited's footsteps.

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3 in 15 - Customer Journeys

lona.meza@warc.com (WARC) — Thu, 17 Feb 2022 10:02:22 +0000

This week we're joined by WARC's Anna Hamill, Senior Editor for Brands, and the editor of the recent WARC guide to customer journeys in an omnichannel world. Anna takes us through new thinking on the customer journey, foundations of customer journey planning, and building consistent omnichannel experiences.

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Behind the Winning Idea – 'Michelin Impossible'

lona.meza@warc.com (WARC) — Thu, 10 Feb 2022 10:00:00 +0000

This week, in Behind the Winning Idea, we explore the strategy, execution and outcome of KFC Australia: Michelin Impossible, awarded Gold in Instant Impact in the 2021 WARC Awards for Effectiveness. KFC shifted perceptions around its food quality with a bold quest to gain a Michelin Star for one of its restaurants in Australia.

We spoke to Sally Spriggs, Group Marketing Director at KFC South Pacific, and Ryan O'Connell, Chief Strategy Officer at Ogilvy Australia to find out more.

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Behind the Winning Idea – 'Kiwiburger'

lona.meza@warc.com (WARC) — Thu, 3 Feb 2022 10:00:00 +0000

This week, in Behind the Winning Idea, we explore the strategy, execution and outcome of McDonald's New Zealand: Kiwiburger, awarded Gold in Collaboration & Culture in the 2021 WARC Awards for Effectiveness. McDonald's increased it's cultural relevance by updating it's Kiwiburger which led to it's best ever sales results.

We spoke to Deb Fell, Head of Marketing at McDonald’s New Zealand, and Charlotte Marks, Strategy Director at DDB New Zealand to find out more.

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3 in 15 – Ad investment in 2022

lona.meza@warc.com (WARC) — Thu, 27 Jan 2022 10:41:18 +0000

This week we're joined by WARC's James McDonald, Director of Data, Intelligence & Forecasting and the editor of the recent Global Ad Trends report which looks at the advertising investment outlook for 2022. James explores the extraordinary growth of 2021, the variation between categories, and e-commerce as a growth driver.

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The ‘double bottom line’: Valuing profit and the planet

lona.meza@warc.com (WARC) — Fri, 21 Jan 2022 15:43:22 +0000

WARC Talks the Marketer's Toolkit 2022. In a series of 5 podcasts we will cover the key themes identified in this year's Marketer's Toolkit, closing off this series with the ‘double bottom line’: valuing profit and the planet.
Find out whether brands will be increasingly required to deliver both traditional growth metrics and a framework for sustainable practices with Grace Kite, Founder and Managing Director at Magic Numbers, Jonathan Wise, Co-founder at Purpose Disruptors, and Suresh Balaji, Chief Marketing Officer, Asia Pacific at HSBC.

WARC subscribers can read the full report here or to read the report for free, click here.

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The collision of brand and e-commerce

lona.meza@warc.com (WARC) — Thu, 20 Jan 2022 10:11:39 +0000

WARC Talks the Marketer's Toolkit 2022. In a series of 5 podcasts we will cover the key themes identified in this year's Marketer's Toolkit, next up is the collision of brand and e-commerce.
Find out how rapid digital growth is creating new opportunities to optimise brands for an e-commerce environment with Adam Epstein, Co-president at Perpetua, Mudit Jaju, Global Head of Ecommerce at Wavemaker, and Meg Nieves, Insights Manager at Edge by Ascential.

WARC subscribers can read the full report here or to read the report for free, click here.

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Closing the effectiveness gap

lona.meza@warc.com (WARC) — Wed, 19 Jan 2022 11:00:00 +0000

WARC Talks the Marketer's Toolkit 2022. In a series of 5 podcasts we will cover the key themes identified in this year's Marketer's Toolkit, next up is closing the effectiveness gap.
Find out how marketers are exploring new ad metrics which could blur boundaries between short- and long-term measurement with Nathalie Bordes, EVP of Measurement at the ANA, Sarah Faust, Senior Data Scientist at The Kite Factory and Maren Seitz, Senior Director at Analytic Partners.

WARC subscribers can read the full report here or to read the report for free, click here.

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Social commerce and the creator economy

lona.meza@warc.com (WARC) — Tue, 18 Jan 2022 11:36:37 +0000

WARC Talks the Marketer's Toolkit 2022. In a series of 5 podcasts we will cover the key themes identified in this year's Marketer's Toolkit, next up is Social commerce and the creator economy.
Find out how brands can benefit from working with content creators across various platforms with Ben Grubbs, Founder of Next 10 Ventures and Co-founder of CreatorPlus and Kollyde, Kris Boger, General Manager of UK Sales at TikTok, and Emma Chiu, Global Director at Wunderman Thompson Intelligence.

WARC subscribers can read the full report here or to read the report for free, click here.

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Recalibrating life: The post-lockdown consumer

lona.meza@warc.com (WARC) — Mon, 17 Jan 2022 11:27:37 +0000

WARC Talks the Marketer's Toolkit 2022. In a series of 5 podcasts we will cover the key themes identified in this year's Marketer's Toolkit, starting with Recalibrating Life: The post-lockdown consumer.

Find out how post-lockdown consumers are rethinking their lifestyles and creating new opportunities for marketers with Chase Buckle, Head of Global Trends at GWI, Peter White, Executive Director, Marketing Intelligence at OMD and Zena Arnold, Chief Digital & Marketing Officer at Kimberley-Clark.

WARC subscribers can read the full report here or to read the report for free, click here.

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Behind the Winning Idea – 'The Dance'

lona.meza@warc.com (WARC) — Thu, 13 Jan 2022 10:00:00 +0000

This week, in Behind the Winning Idea, we explore the strategy, execution and outcome of Speight's: The Dance, awarded Bronze in Sustained Growth in the WARC Awards for Effectiveness in 2021.

Speight's reclaimed and redefined "mateship" to turn around it's brand sales to the tune of 14.9% revenue growth. We spoke to Lucinda Sherborne, Executive Planning Director at DDB New Zealand and Rachel Ellerm, National Marketing Director at Lion to find out more.

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WARC Talks 2022 Media Trends

lona.meza@warc.com (WARC) — Thu, 6 Jan 2022 10:00:00 +0000

Welcome back! This week WARC talks 2022 media trends with Dan Calladine, Head of Media Futures at Carat Global, and author of Dentsu’s ‘Reimagining Next’ media trends report.

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Behind the Winning Idea – 'Dirt for Good'

lona.meza@warc.com (WARC) — Thu, 16 Dec 2021 10:00:00 +0000

This week, in Behind the Winning Idea and our last episode of 2021, we explore the strategy, execution and outcome of Persil: Dirt for Good, awarded Gold in Brand Purpose and a Sustainability Award in this year's WARC Awards for Effectiveness.

Persil grew sales and consideration among households in the UK by evolving its Dirt is Good brand platform to communicate its new green brand purpose and the actions it was taking to address environmental concerns. We spoke to Tati Lindenberg, Vice President of Marketing, Dirt Is Good at Unilever and Rachael Stets, Global Strategy Director at MullenLowe to find out more.

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WARC Talks Writing Better Briefs

lona.meza@warc.com (WARC) — Thu, 9 Dec 2021 11:01:00 +0000

This week WARC talks writing better briefs with Pieter-Paul von Weiler and Matt Davies, founders of BetterBriefs. The brief - it's arguably the most important yet overlooked tool in the advertising and marketing industry.

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Behind the Winning Idea – 'SmartPort'

lona.meza@warc.com (WARC) — Thu, 2 Dec 2021 11:23:38 +0000

This week, in Behind the Winning Idea, we explore the strategy, execution and outcome of Trelleborg: SmartPort, awarded a Gold in B2B in this year's WARC Awards for Effectiveness.

Trelleborg repositioned itself from equipment manufacturer to smart technology solutions provider with the launch of its SmartPort brand, and drove change in the global marine market. We spoke to Richard Hepworth, business unit president at Trelleborg Marine & Infrastructure and Tom Stein, chairman and chief client officer at Stein IAS to find out more.

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WARC Talks Targeting Taste Communities

lona.meza@warc.com (WARC) — Thu, 25 Nov 2021 12:04:38 +0000

This week WARC talks targeting taste communities with strategy executive and author of The Business of Aspiration, Ana Andjelic. Instead of focusing on individuals, marketers should focus on the communities they belong to.

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WARC Talks Creativity and Attention

lona.meza@warc.com (WARC) — Thu, 18 Nov 2021 13:21:06 +0000

This week WARC talks creativity and attention with Karen Nelson-Field, CEO and founder of Amplified Intelligence, and Orlando Wood, Chief Innovation Officer at System1 Group. While some organisations have done a huge amount to draw a link between attention and business outcomes in a media context, the creative side of advertising is comparatively under-explored.

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Behind the Winning Idea – 'Setting a New Course for Growth'

lona.meza@warc.com (WARC) — Thu, 11 Nov 2021 16:44:38 +0000

This week, in Behind the Winning Idea, we explore the strategy, execution and outcome of Maersk: Setting a new course for growth, winner of the B2B Grand Prix in this year's WARC Awards for Effectiveness.

Maersk set out to reshape the industry by diversify its offering to become a complete end-to-end logistics provider. We spoke to Dominic Pope, Global Marketing Manager at Maersk and Bryan Hogg, Strategy Director at Havas Media Group to find out more.

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Behind the Winning Idea – 'The Travis Scott Meal'

lona.meza@warc.com (WARC) — Thu, 4 Nov 2021 12:24:43 +0000

This week, in Behind the Winning Idea, we explore the strategy, execution and outcome of McDonald's: The Travis Scott Meal, winner of the Collaboration & Culture Grand Prix in this year's WARC Awards for Effectiveness.

McDonald's had several initiatives in the lead up to it's now-defined brand platform of 'famous orders' which ultimately led to the Travis Scott meal. We spoke to Jennifer Healan, VP of U.S. Marketing at McDonald's and Tass Tsitsopoulos, Planning Director at Wieden+Kennedy New York to find out more.

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3 in 15 – Creator Economy

lona.meza@warc.com (WARC) — Thu, 28 Oct 2021 10:48:39 +0000

This week we're joined by WARC's Catherine Driscoll, commissioning editor and editor of a recent WARC Guide on the creator economy. Catherine talks about the relationship between brands, creators and the social platforms; gaming and their fandoms; and best practice for brands looking to work with creators.

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3 in 15 – EffWorks

lona.meza@warc.com (WARC) — Thu, 21 Oct 2021 13:32:48 +0000

This week we're joined by WARC's Alex Brownsell, Senior Editor, Media, Lena Roland, Managing Editor, WARC.com, and Sam Peña-Taylor, Reporter. The team discusses the IPA's recent EffWorks conference and the three main takeaways from it.

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Behind the Winning Idea - 'A Dad's Job'

lona.meza@warc.com (WARC) — Thu, 14 Oct 2021 08:49:37 +0000

This week, in Behind the Winning Idea, we explore the strategy, execution and outcome of Home Centre: A Dad's Job, winner of the Instant Impact Grand Prix in this year's WARC Awards for Effectiveness.

A father's day campaign that actually celebrates mothers, A Dad's Job sheds a light on the tabboo subject of single mothers. We spoke to Siddarth Sivaprakash, Head of Marketing at Home Centre, and Tahaab Rais, Regional Head of Strategy at FP7 to find out more.

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Behind the Winning Idea - 'Shame to Pride'

lona.meza@warc.com (WARC) — Thu, 7 Oct 2021 12:01:15 +0000

This week, in Behind the Winning Idea, we explore the strategy, execution and outcome of Aldi: Shame to Pride, winner of the Sustained Growth Grand Prix in this year's WARC Awards for Effectiveness.

Aldi ran a ten year multi-channel campaign to improve perceptions, grow share, and become a top-5 grocery retailer in the UK. We spoke to Jamie Peate, Global Head of Retail Strategy at McCann Worldgroup, and Laura McKinlay, Managing Partner at McCann Manchester, to find out more.

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WARC Talks Conscious Media Investment

lona.meza@warc.com (WARC) — Thu, 30 Sep 2021 15:47:53 +0000

This week WARC talks conscious media investment with Jake Dubbins, Co-Founder & Co-Chair at Conscious Advertising Network, Belinda J Smith, CEO, Americas at m/SIX, and Clare Melford, Co-founder & Executive Director at The Global Disinformation Index. What is conscious media investment, why does it matter, and what does it mean for the way we think about planning media?

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WARC Talks Future of Strategy

lona.meza@warc.com (WARC) — Thu, 23 Sep 2021 13:29:43 +0000

This week WARC talks future of strategy with Mark Pollard, Strategy CEO at Mighty Jungle and Host of Sweathead and Mark Lester, Head of Strategy at WE ARE Pi. We discuss the latest Future of Strategy report, which is based on an annual, global survey of strategists, and digs into factors impacting the strategy role within the marketing industry. Download a sample of the report here.

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Behind the Winning Idea - 'Small Business Drive'

lona.meza@warc.com (WARC) — Thu, 16 Sep 2021 09:00:00 +0000

This week, in Behind the Winning Idea, we explore the strategy, execution and outcome of Lexus: Small business drive, awarded a Silver in Customer Experience and the Personalisation & Insight Award in this year's WARC Awards for Effectiveness.

The team identified an underserved target and invested in branded content and the lower funnel test drive experience to increase both lead flow and conversion. We spoke to TBWA Hong Kong's Jerome Ooi, Executive Creative Director and Terence Ling, Head of Strategy to find out more.

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Behind the Winning Idea - 'Unforgettable Bag'

lona.meza@warc.com (WARC) — Thu, 9 Sep 2021 11:59:32 +0000

This week, in Behind the Winning Idea, we explore the strategy, execution and outcome of Tesco: Unforgettable Bag, winner of the Customer Experience Grand Prix in this year's WARC Awards for Effectiveness.

Applying behavioural economics thinking, Tesco greatly reduced the use of single-use plastic bags. In the 12 months after the campaign, bag reuse rates jumped from 5% to an amazing 60%. We spoke to Azliza Azmel, Corporate Services Director at Tesco Malaysia and Graham Drew, Chief Creative Officer at Grey Group to find out more.

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3 in 15 – Reaching the Brazilian consumer

lona.meza@warc.com (WARC) — Thu, 2 Sep 2021 13:07:44 +0000

This week we're joined by WARC's Cathy Taylor, US commissioning editor and the editor of this WARC Spotlight on Brazil. Cathy explores how brands can pursue strategies that both help the common good and allow them to grow, the impact of more Brazilians joining the banking system, and the importance of reality shows as a really engaging platform for brands.

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Behind the Winning Idea - 'Skip the Rinse'

lona.meza@warc.com (WARC) — Thu, 26 Aug 2021 12:00:00 +0000

This week, in Behind the Winning Idea, we explore the strategy, execution and outcome of Finish: Skip the Rinse, winner of the Brand Purpose Grand Prix in this year's WARC Awards for Effectiveness.

Dishwasher brand Finish grew sales and market share in the US with a multichannel campaign to encourage Americans to save water. Sales grew by 33% year on year as a result. We spoke to Kelsey Steele, Group Strategy Director at HAVAS New York and Umar Khan, US VP of Marketing at Reckitt to find out more.

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WARC Talks Creative Effectiveness

lona.meza@warc.com (WARC) — Thu, 12 Aug 2021 15:39:26 +0000

This week WARC talks creative effectiveness with Shazia Ginai, CEO of Neuro-Insight UK and Todd Sussman, Chief Strategy Officer at FCB New York. Together we explore insights from the 2021 Creative Effectiveness Lions winners, featuring themes from this year’s work to uncover what it takes to be both creative and effective. WARC subscribers can view all winners and the full report here or you can download the sample report.

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3 in 15 - The Future of Identity

lona.meza@warc.com (WARC) — Thu, 29 Jul 2021 08:00:00 +0000

This week we’re joined by WARC’s Alex Brownsell, senior editor for media and editor of the WARC Guide to the future of identity. Alex takes us through the implication of Google postponing its ban on third-party cookies, the best way for brands to avoid any data disruptions, and what the future of identity will really look like.

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WARC Talks Creativity and Fame

lona.meza@warc.com (WARC) — Thu, 15 Jul 2021 13:50:17 +0000

This week WARC talks creativity and fame with Paul Feldwick, former strategist and author of Why Does The Pedlar Sing?, and Jane Wakely, lead CMO of Mars Inc. Do marketers need to rethink their approach to creativity and are they underplaying the power of fame?

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WARC Talks Rainbow-washing

lona.meza@warc.com (WARC) — Thu, 8 Jul 2021 08:35:08 +0000

This week WARC talks rainbow-washing with Nic Allum, SVP and principal of strategy and culture at New Moon. We explore LGBTQ+ marketing best practices, and consider whether brands should be focused on Pride month at all. Isn’t it time for a year-round commitment?

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3 in 15 - Brand-building and the Rise of Digital Commerce

lona.meza@warc.com (WARC) — Thu, 1 Jul 2021 09:00:00 +0000

This week we're joined by WARC's David Tiltman, VP of content, to talk us through the recent white paper launched by WARC. David discusses whether brand matters in digital commerce, balancing brand-building and performance, and how many assumptions around brand and performance will be challenged in the future. Read the full white paper here.

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WARC Talks Movable Middle

lona.meza@warc.com (WARC) — Thu, 17 Jun 2021 10:16:04 +0000

This week WARC talks movable middle with Joel Rubinson, president of Rubinson Partners, and Greg Stuart, CEO of MMA Global. It’s a new way to target consumers but could it replace reach as the basis of effective media planning?

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3 in 15 - Customer Retention

lona.meza@warc.com (WARC) — Thu, 3 Jun 2021 09:07:59 +0000

This week we’re joined by WARC’s Anna Hamill, senior editor for brands and editor of the recent WARC Guide to Customer Retention. Anna discusses the debate about acquisition and retention, how e-commerce is changing the way brands think about customer retention, and how loyalty programmes might adapt for a digital world.

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WARC Talks Attention

lona.meza@warc.com (WARC) — Thu, 20 May 2021 08:25:27 +0000

This week WARC talks attention with Karen Nelson-Field, CEO and founder of Amplified Intelligence, Mike Follett, managing director at Lumen Research, and Ian Edwards, head of connection planning at Facebook. What is attention and what does it mean for the way we think about media and effectiveness?

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3 in 15 – New Thinking in B2B Marketing

lona.meza@warc.com (WARC) — Thu, 6 May 2021 13:51:31 +0000

This week we’re joined by WARC’s Lena Roland, managing editor of WARC.com and editor of the recent WARC Guide to rethinking B2B. Lena discusses the similarities in B2B and B2C marketing best practice, the role of emotion in B2B marketing, and the new generation of B2B buyers reaching leadership positions.

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WARC Talks Digital Rent and Digital Availability

lona.meza@warc.com (WARC) — Thu, 22 Apr 2021 08:22:14 +0000

This week WARC talks digital rent and digital availability with Grace Kite, founder of Gracious Economics, and Gemma Spence, chief commerce officer at PHD Media. Digital rent and digital availability were both featured in the recent WARC Guide to new research in marketing - and both have implications for the way marketers approach their budgets.

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3 in 15 – Shoppable Media

lona.meza@warc.com (WARC) — Thu, 22 Apr 2021 08:19:06 +0000

This week we’re joined by WARC’s Alex Brownsell, senior editor for media and editor of the WARC Guide to Shoppable Media, published earlier this year. Alex takes us through why social commerce is so important, the role of influencers in effective livestream shoppable content and what shoppable media might look like in five years’ time.

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WARC Talks Share of Search

lona.meza@warc.com (WARC) — Thu, 22 Apr 2021 08:13:02 +0000

This week WARC talks share of search with James Hankins, founder of Vizer Consulting, and Shann Biglione, head of strategy at Zenith New York. How can marketers use share of search as a metric and could it be a new way to prove the effectiveness of advertising?

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Welcome to the WARC Podcast

lona.meza@warc.com (WARC) — Thu, 22 Apr 2021 08:08:43 +0000

Welcome to the WARC Podcast. Hosted by WARC’s VP of content, David Tiltman, we’ll be using this channel to focus on key topics and trends in the world of marketing effectiveness. We’ll be doing that through conversations with some of the industry’s finest to bring you closer to insights, stories and lessons behind great marketing.

We have always championed evidence-based decisions and there’ll be something here for anyone who wants to make marketing choices that work.

So stay tuned and join us on this journey. And if you have feedback or have a particular topic in mind you want us to cover, let us know.

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