The WARC Podcast

Strategy legends Suzanne Powers and Tom Morton left agency-land to build their own independent strategy businesses, discovering brands need new solutions to strategy problems outside of the agency model. They join WARC's David Tiltman to discuss what they've learned so far, the opportunities for strategists in going indie, and how to build a successful independent strategy proposition. Guests: Suzanne Powers, Co-Founder, All& Tom Morton, Founder, Narratory Capital David Tiltman, Chief Content Officer, WARC Chapters: (00:00) — Intro: Why more senior strategists are going indie (02:07) — Why independent strategists are finding success (04:30) — How to build a independent strategy consultancy (05:27) — Reclaiming power and confidence (08:21) — Value propositions for strategy beyond ad briefs (10:56) — Is the independent strategy market becoming more competitive? (13:09) — New opportunities in brand strategy consulting (15:42) — Strategic planning for business pivots and growth (18:57) — Making brand strategy Board-ready (23:12) — How CMOs Can drive growth beyond advertising (24:38) — Finding hidden strengths (27:23) — Productized strategy vs. bespoke consulting (31:37) — Using AI to improve marketing workflows (35:44) — Why optimism matters for strategists For 40 years, WARC has been providing the marketing industry with rigorous, unbiased evidence and expert effectiveness guidance. The WARC Podcast publishes a new episode every Tuesday and Thursday. Subscribe to The WARC Podcast here: https://www.warc.com/en/warc-podcasts Sign up to daily WARC News for free: https://www.warc.com/en/latest Book a demo: https://www.warc.com/en/subscribe

AI makes it easier to compete inside markets that already exist. That does not make strategy less important; it makes the search for new sources of demand more important. Erich Joachimsthaler, founder and CEO at VIVALDI, joins WARC's Lena Roland to discuss new 'demand spaces' for strategy. Guests: Erich Joachimsthaler, founder and CEO, VIVALDI; co-author of 'Brand Leadership: Building Assets in an Information Economy' Lena Roland, Content Director, WARC Chapters: [00:00] Intro: Why strategists are moving upstream [03:23] AI and the changing source of competitive advantage [04:40] Finding growth beyond existing categories [06:47] Demand spaces vs. traditional market segmentation [09:23] Goodles: uncovering adult demand for mac and cheese [11:29] Rhode skincare: building a brand around a simpler routine [14:41] Demand-led portfolio strategy and product innovation [16:59] Tesla: meeting demand for luxury and sustainability [19:10] Where to compete vs. how to compete [20:20] Figma: redefining design software through collaboration [22:05] How to spot market shifts, workarounds, and new demand [23:49] Liquid Death: brand differentiation and copycat risk [27:32] How consumer needs, technology, and regulation create markets [30:11] Sizing demand spaces and making the investment case #business #marketing #innovation For 40 years, WARC has been providing the marketing industry with rigorous, unbiased evidence and expert effectiveness guidance. The WARC Podcast publishes a new episode every Tuesday and Thursday. Subscribe to The WARC Podcast here: https://www.warc.com/en/warc-podcasts Sign up to daily WARC News for free: https://www.warc.com/en/latest Book a demo: https://www.warc.com/en/subscribe

How can strategy deliver measurable business value? Catherine Driscoll speaks with Martin Beverley (Ace of Hearts) and Baiba Matisone about value-based agency models, business-minded collaboration, timeless principles, and staying distinctive and evidence-led in an AI-shaped industry. Guests: Martin Beverley, Founder & Chief Strategy Officer, Ace of Hearts Baiba Matisone, Brand & Creative Strategy Consultant Catherine Driscoll, Commissioning Editor - EMEA, WARC Chapters: (00:00) — Intro: Strategy's Commercial Calue in 2026 (01:54) — Why Time-Based Agency Fees Undervalue Creative Strategy (05:05) — Value-Based Pricing and Bespoke Agency Models (06:02) — Four Agency Pricing Models: Outputs, Outcomes, IP and Equity (09:40) — Systems Thinking for Client-Centered Strategy (11:13) — How to Demonstrate the Business Value of Strategy (13:16) — Helping CMOs Make the Case for Strategy to the Board (16:08) — Applying Creativity Beyond Advertising (20:23) — Timeless Marketing Principles vs. Industry Trends (26:15) — AI, Critical Thinking and the Future of Strategy Skills (28:40) — Why Brand Distinctiveness Matters More in the AI Era (30:18) — Is the Future of Strategy Worth Being Optimistic About? For 40 years, WARC has been providing the marketing industry with rigorous, unbiased evidence and expert effectiveness guidance. The WARC Podcast publishes a new episode every Tuesday and Thursday. Subscribe to The WARC Podcast here: https://www.warc.com/en/warc-podcasts Sign up to daily WARC News for free: https://www.warc.com/en/latest Book a demo: https://www.warc.com/en/subscribe

Ad strategists are navigating two realities on AI: its benefit as a research tool, and the fear it may take their jobs. In the first of WARC's Future of Strategy series, Nikita Walia (U.N.N.A.M.E.D) and Joe Burns (Quality Meats) join Ann Marie Kerwin to examine whether AI is a strategist's friend, foe, or something in the middle, based on new data from WARC research. Guests: Nikita Walia, Partner & Strategist, U.N.N.A.M.E.D; Joe Burns, Partner and Head of Strategy, Quality Meats Creative Ann Marie Kerwin, Americas Editor, WARC Supporting resources: The Future of Strategy 2026: The future is hard to measure (Joe Burns) https://www.warc.com/en/article/the-future-is-hard-to-measure-1dbdbd7a20454b65b97470b36407f6e8 The Future of Strategy 2026: The skills strategists need to thrive in 2026 and beyond (Nikita Walia) https://www.warc.com/en/article/the-skills-strategists-need-c3a1888f29e6467299bf892259f1b7e1 The Future of Strategy 2026 (full report) https://www.warc.com/en/article/the-future-of-strategy-2026-d9afde10c3a948d789a91159ae7f23ce Chapters: (00:00) - Intro: The Future of Strategy 2026 (02:30) - AI Anxiety: Will AI Replace Marketing Strategists? (04:57) - Using AI to Prototype and Stress-Test Strategic Ideas (08:45) - Why Strategic Insight Is More Than a Polished Deck (11:27) - Avoiding AI’s Legibility Trap in Brand Strategy (15:26) - Building Brand Differentiation Beyond Advertising (17:52) - How Strategists Can Lead Upstream Business Thinking (21:26) - Bringing Strategy Into Early Brand Decisions (24:07) - Aligning Agency Teams With AI and Shared Context (27:04) - The Human Skills AI Can’t Replace: Client Relationships (31:11) - Why Beauty Creates Commercial Value for Brands (35:02) - Career Advice for Strategists: Look Beyond Marketing (36:28) - Start a Business to Build Practical Strategy Skills For 40 years, WARC has been providing the marketing industry with rigorous, unbiased evidence and expert effectiveness guidance. The WARC Podcast publishes a new episode every Tuesday and Thursday. Subscribe to The WARC Podcast here: https://www.warc.com/en/warc-podcasts Sign up to daily WARC News for free: https://www.warc.com/en/latest Book a demo: https://www.warc.com/en/subscribe

New research looks into unspoken qualities that different out-of-home formats convey, and the impact this can have on campaign effectiveness. WPP Media's Richard Kirk and Ocean Outdoor's Steve Bernard join Alex Brownsell to discuss why not all outdoor formats are created equal. Guests: Richard Kirk, EVP - Planning, WPP Media Steve Bernard, Head of Insight, Ocean Outdoor Alex Brownsell, Head of Content, WARC Media Chapters: [00:00] — Intro: The Hidden Powers of Out-of-Home Media [01:47] — Meet the Guests: WPP Media's Richard Kirk & Ocean Outdoor's Steve Bernard [02:10] — Media Signaling: How Channels Shape Brand Perceptions [06:07] — Why Out-of-Home Advertising Needs Format-Level Research [09:38] — Attention vs. Signaling: Two Measures of Media Quality [12:16] — UK Digital Out-of-Home: Premium Formats and 3D Creative [14:53] — How the Out-of-Home Signaling Study Was Conducted [16:36] — Study Results: Premium OOH, Iconic Formats, and TV [19:15] — Using Brand Signaling to Justify Premium Media CPMs [23:20] — How Premium OOH Can Amplify Omnichannel Campaigns [25:43] — What Signaling Research Means for Media Planners [28:46] — Key Takeaways: Trust, Reach, and Attentive Signaling [32:02] — Quality-Adjusted Reach: Planning Media for Business Outcomes #marketing #advertising #mediaplanning #OOH For 40 years, WARC has been providing the marketing industry with rigorous, unbiased evidence and expert effectiveness guidance. The WARC Podcast publishes a new episode every Tuesday and Thursday. Subscribe to The WARC Podcast here: https://www.warc.com/en/warc-podcasts Sign up to daily WARC News for free: https://www.warc.com/en/latest Book a demo: https://www.warc.com/en/subscribe

The US produces some of the most careful, literal commercials in the world. Is this 'vanilla' approach a creative failure? Or is it a structural necessity? Shann Biglione, author of 'The Vanilla Imperative: Why US Advertisers Are So Carefully Bland' joins WARC's Ann Marie Kerwin to discuss the nuances of US consumer psychology and why, in a nation as culturally loose yet ideologically polarized as the United States, playing it safe isn't a sign of creative cowardice but the only rational economic move to avoid alienating a fragmented market. Guests: Shann Biglione, Co-founder, Kumkuat AI Ann Marie Kerwin, Americas Editor, WARC Chapters: 00:00 Intro: Why US Advertising is so carefully bland 02:10 U.S. Ads vs. Global Ads: A creative gap? 03:52 Is bland advertising a result of fiduciary duties? 05:49 Why American ads favor literal, verifiable claims 08:20 American identity and the challenge of mass marketing 11:28 Cultural identity in US consumer audiences 13:44 Media fragmentation, algorithms, and US consumer Tribes 17:39 Nike, Liquid Death, and Yeti: Winning niche audiences 21:47 The 'stretch but don’t break' brand framework 23:34 The snap, overlap, and trip-wire tests for brand strategy 27:14 Screenshot and Boomerang tests for advertising campaigns 30:22 Protecting your brand core and exploring new flavors #marketing #advertising #creativity #brandstrategy For 40 years, WARC has been providing the marketing industry with rigorous, unbiased evidence and expert effectiveness guidance. The WARC Podcast publishes a new episode every Tuesday and Thursday. Subscribe to The WARC Podcast here: https://www.warc.com/en/warc-podcasts Sign up to daily WARC News for free: https://www.warc.com/en/latest Book a demo: https://www.warc.com/en/subscribe

Video campaigns are 2x more likely to grow B2B market share and 1.7x more likely to deliver stronger ROI, according to new research from LinkedIn's B2B Institute and WARC. Amazon Business's Kate Rundell, LinkedIn's Vita Molis and LIONS Advisory's Imaad Ahmed join Anna Hamill to share insights from the research and practical applications for B2B marketing. Chapters: [00:00] Intro: Why video matters in B2B marketing [02:34[ Methodology: 1,025 Award-Winning B2B Campaigns Comparing Video vs Non-Video [05:03] How B2B Video Drives Market Share, ROI and Search Performance [07:14] The “Video Paradox”: High B2B Video Effectiveness but Flat Investment Budgets [09:35] Winning Over The B2B Buying Group [12:34] Amazon Business's CMO on Using Video Across the Full B2B Marketing Funnel [15:05] Creative Lessons: Designing Silent-First B2B Video and Proving ROI with Data [16:34] Discoverable, Credible, Winnable: How Video Builds B2B Brand Trust and Recall [18:35] Why B2B Marketers Underinvest in Video and Misjudge Business Buyers [22:32] Use Cases For B2B Video [24:40] Make Video Work Harder: Jobs-to-Be-Done and Journey-Led Planning [27:22] The Future of B2B Video: AI, Hidden Buyers and CFO-Friendly Measurement Supporting resources on WARC.com: Unlocking the Value of Video in B2B: https://www.warc.com/en/article/unlocking-the-value-of-video-in-b-2-b-728926f28b29431c9493c568690fefea #B2Bmarketing #marketing #advertising #videomarketing #media #B2B #marketingscience For 40 years, WARC has been providing the marketing industry with rigorous, unbiased evidence and expert effectiveness guidance. The WARC Podcast publishes a new episode every Tuesday and Thursday. Subscribe to The WARC Podcast here: https://www.warc.com/en/warc-podcasts Sign up to daily WARC News for free: https://www.warc.com/en/latest Book a demo: https://www.warc.com/en/subscribe

2026 has been a challenging year for marketers, with constant upheaval forcing consequential decisions. Amid all this: the impact of the K shaped economy. WARC's Catherine Driscoll and Carat's Tony de Vizio join Anna Hamill to discuss marketing in economically challenging times, based on insights from WARC's recent report 'Marketing In The K-Shaped Economy'. Guests: Catherine Driscoll, EMEA Commissioning Editor, WARC Tony de Vizio, Global Partnerships Director, Carat Anna Hamill, Senior Editor - The WARC Podcast, WARC Chapters: [00:00] Intro: Marketing in the K-shaped Economy [00:09] What Is the K-Shaped Economy? Setting the Marketing Context [02:28] A Two-Speed Consumer Reality: Hermes vs Buy Now Pay Later [03:09- How the K-Shaped Economy Changes Demand, Resilience and Marketing [05:46] Top of the K: Affluent Consumers Driving Global Marketing Spend [07:31] The End of the “Average Consumer” and What It Means for Marketers [10:33] Mid-Market Brands in a K-Shaped Economy [11:55] Redefining Value in Marketing: Beyond Low Price to Emotional Return [14:07] Category, Occasion and Pricing Strategy in a K-Shaped Economy [17:29] Marketing to Affluent Consumers: Luxury Lessons on Depth and Pricing Power [19:27] Marketing to Pressured Consumers: Value, Dignity and Life-on-a-Budget [22:00] How Technology Accelerates the K-Shaped Economy [24:07] K-Shaped AI Adoption and Strategic Questions for Marketing Leaders For 40 years, WARC has been providing the marketing industry with rigorous, unbiased evidence and expert effectiveness guidance. The WARC Podcast publishes a new episode every Tuesday and Thursday. Subscribe to The WARC Podcast here: https://www.warc.com/en/warc-podcasts Sign up to daily WARC News for free: https://www.warc.com/en/latest Book a demo: https://www.warc.com/en/subscribe

Brands are increasingly looking toward micro and nano creators for social cut-through. Marcus Yong, VP - Global Marketing at travel brand Klook, joins WARC's Rica Facundo to discuss how smaller creators can help target niche segments while still scaling for reach, based on frameworks from WARC's Pace Principle 2.0 research. Guests: Marcus Yong, VP - Global Marketing, Klook Rica Facundo, Managing Editor - Asia, WARC For 40 years, WARC has been providing the marketing industry with rigorous, unbiased evidence and expert effectiveness guidance. The WARC Podcast publishes a new episode every Tuesday and Thursday. Subscribe to The WARC Podcast here: https://www.warc.com/en/warc-podcasts Sign up to daily WARC News for free: https://www.warc.com/en/latest Book a demo: https://www.warc.com/en/subscribe

The gap between creative and media is closing, with large scale creative data and next-gen measurement tools combining to predict commercial outcomes, not just clicks. Boots' Peter Grant, CreativeX's Anastasia Leng and DAIVID's Ian Forrester join the pod to share the lessons from a pilot experiment at health and beauty retailer Boots, and what its taught them about the future of creative effectiveness. Hosted by WARC's David Tiltman. Guests: Peter Grant, interim media and marketing effectiveness director, Boots Anastasia Leng, founder and CEO of CreativeX Ian Forrester, founder and CEO of DAIVID Chapters: [00:00] Boots, CreativeX and DAIVID’s Real‑World Test [03:55] Boots’ effectiveness journey [05:49] 3,500 assets at scale: how CreativeX built creative observability for Boots [07:43] What is a creative quality score? [09:32] Inside DAIVID’s model: attention and brand recall metrics [11:41] Human ground truth vs synthetic data panels [12:52] Linking creative signals to real‑world commercial outcomes [14:55] Results of the testing on Meta and YouTube [17:22] Diagnosing boredom, confusion and underperforming creative at scale [20:02] How Boots uses creative data to reinvest, not cut, media spend [22:02] From one‑off analysis to always‑on optimization [24:34] Feeding signals into GenAI and creator workflows [27:26] Fixing long‑tail content waste in digital media [30:18] Common language for creative and media teams [38:06] Boots’ 18‑month vision: operationalized creative effectiveness For 40 years, WARC has been providing the marketing industry with rigorous, unbiased evidence and expert effectiveness guidance. The WARC Podcast publishes a new episode every Tuesday and Thursday. Subscribe to The WARC Podcast here: https://www.warc.com/en/warc-podcasts Sign up to daily WARC News for free: https://www.warc.com/en/latest Book a demo: https://www.warc.com/en/subscribe

Failing to usher buyers from discovery to purchase in the fewest possible steps is often seen as a setback. This belief misunderstands the consumer purchase journey, according to new research. Mindscope's Lea Karam and TikTok's Elias W. Bassil join WARC's Alex Brownsell to discuss the alchemy of customer consideration. Guests: Lea Karam, CEO & Founder of Mindscope Elias W. Bassil, Regional Head of Business Marketing, TikTok METAP Alex Brownsell, Head of Content, WARC Media Chapters: [0:10] – Introducing “The Alchemy of Consideration” with TikTok & Mindscope [1:56] – Does Marketing Misunderstand the Consideration Phase in the Customer Journey? [3:28] – Why Traditional Journey Models Are Broken [5:51] – Reframing Decision-Making Beyond Funnel Thinking [10:41] – What Is a Behavioral Pause? [12:57] – Desire vs Need: Liking, Wanting, and Value Alignment in Consumer Choice [13:42] – How Pauses Show Up on TikTok [16:54] – The Cost of Forcing Narratives in the Consideration Phase [18:18] – Short-Term KPIs vs Long-Term Brand Building: Rethinking the Attention Economy [21:10] – The Four Forces of Consideration: Social, Cognitive, Contextual, and Emotional [23:18] – Why Context Has Veto Power: Viewing Environment and Mental Availability [27:44] – How Brands Can Improve Consideration Effectiveness For 40 years, WARC has been providing the marketing industry with rigorous, unbiased evidence and expert effectiveness guidance. The WARC Podcast publishes a new episode every Tuesday and Thursday. Subscribe to The WARC Podcast here: https://www.warc.com/en/warc-podcasts Sign up to daily WARC News for free: https://www.warc.com/en/latest Book a demo: https://www.warc.com/en/subscribe

Effectiveness expert James Hurman joins to discuss the key ideas in his new book 'Future Demand', why performance marketing is plateauing, how brands really grow, and the nuances of building a dual measurement system. Hosted by WARC's David Tiltman. Guests: James Hurman, marketing effectiveness expert and author, 'Future Demand' David Tiltman, Chief Content Officer, WARC Chapters: [00:00] Introduction to James Hurman’s new book 'Future Demand' [03:21] Solving diminishing returns in performance marketing [07:07] Explaining 'future vs current demand' with the 95–5 rule and Ehrenberg-Bass insights [09:39] Why advertising doesn’t directly cause short-term sales [11:18] How consideration sets drive 84% of brand choice [13:20] Making marketing make sense to the C-suite [16:19] Advertising’s true role is misunderstood [22:38] Two jobs of advertising: brand building for future demand vs performance for current demand [23:20] How to measure brand and performance impact [27:15] Using emotional metrics as leading indicators [31:10] How digital-first brands rebalanced brand and performance [35:41] The 'two audience problem': why brands must be machine-readable and human-lovable For 40 years, WARC has been providing the marketing industry with rigorous, unbiased evidence and expert effectiveness guidance. The WARC Podcast publishes a new episode every Tuesday and Thursday. Subscribe to The WARC Podcast here: https://www.warc.com/en/warc-podcasts Sign up to daily WARC News for free: https://www.warc.com/en/latest Book a demo: https://www.warc.com/en/subscribe

Instacart's Laura Jones returns to share practical lessons from Instacart's brand transformation, including prioritising effectiveness, brand-first marketing strategy, partnerships, Instacart's chase to win a Cannes Lion and much more. Guests: Laura Jones, Chief Marketing Officer, Instacart Ann Marie Kerwin, Americas Editor, WARC Chapters: [00:00] Introduction: Instacart’s marketing transformation project [01:36] Building the Instacart brand: From performance-pnly to full-funnel marketing [03:47] Balancing functional messaging and emotional storytelling [05:24] Redefining marketing measurement: From last-touch ROAS to portfolio impact [08:02] Explaining marketing effectiveness to the C-suite [09:25] Scaling an in-house creative agency [12:31] Instacart's 2026 Super Bowl campaign [16:41] Brand-building partnerships: WNBA and Feeding America [19:27] Brand stewardship: A new view on marketing effectiveness [21:22] Embedding brand across product, CX and culture [21:33] Learning from Cannes Lions and Raising the Creative Bar For 40 years, WARC has been providing the marketing industry with rigorous, unbiased evidence and expert effectiveness guidance. The WARC Podcast publishes a new episode every Tuesday and Thursday. Subscribe to The WARC Podcast here: https://www.warc.com/en/warc-podcasts Sign up to daily WARC News for free: https://www.warc.com/en/latest Book a demo: https://www.warc.com/en/subscribe

The biggest creative risk? Not being creative enough. System1's Andrew Tindall joins WARC's Ann Marie Kerwin to discuss the multiplier effect of creativity, how brands can be more creative, and why it's essential to marketing that truly moves the dial for brands. Read The Multiplier Playbook research from WARC here: https://www.warc.com/en/the-multiplier-playbook-2026 Watch WARC's podcast on The Creative Dividend, a major new effectiveness study from System1 and Effie Worldwide, based on more than 1,200 Effie cases: https://studio.youtube.com/video/wH_tJ8xBfHA/ Guests: Andrew Tindall, Chief Advertising Officer, System1 Ann Marie Kerwin, Americas Editor, WARC Chapters: [00:00] Intro: The multiplier effect of creativity [01:52] Why future demand matters in brand building [02:18] How advertising drives brand growth [03:30] Why interesting, engaging creative beats narrow targeting [06:33] Creativity’s impact on short-term sales vs long-term brand effects [07:02] Emotional, distinctive, entertaining ads drive immediate response [10:46] The real 'cost of dull' in advertising [15:03] The Creativity Stack: distinctiveness, emotion, showmanship, and consistency [18:30] Why distinctiveness is table stakes for profitable brand growth [20:17] Showmanship in advertising: stopping the scroll [22:30] Consistency in creativity: how campaigns wear in, not wear out [27:01] Build, nudge, connect: a modern framework to replace the traditional funnel [29:43] Distinctive brand assets [33:46] Creative quality and media planning [42:00] Why marketers should let effective ads run much longer [45:10] Getting back to 'the big idea' [47:30] Tightening the creative brief [49:30] Why modern marketing feels overwhelming For 40 years, WARC has been providing the marketing industry with rigorous, unbiased evidence and expert effectiveness guidance. The WARC Podcast publishes a new episode every Tuesday and Thursday. Subscribe to The WARC Podcast here: https://www.warc.com/en/warc-podcasts Sign up to daily WARC News for free: https://www.warc.com/en/latest Book a demo: https://www.warc.com/en/subscribe

'How Brands Grow' is one of the most influential books in marketing, exploring rules of brand growth such as mental and physical availability, double jeopardy, and increasing penetration. Professor Byron Sharp, its author and director of the Ehrenberg-Bass Institute, joined WARC's David Tiltman at Cannes Lions to revisit its core principles and how they apply to today's marketing landscape. Guests: Byron Sharp, author, How Brands Grow; Professor of Marketing Science, University of Adelaide; Director, Ehrenberg Bass Institute David Tiltman, Chief Content Officer, WARC Chapters: [00:00] Introduction: Prof. Byron Sharp joins The WARC Podcast [02:40] Mental and physical availability: Where Byron Sharp and Mark Ritson align [04:00] Inside 'How Brands Grow': Laws of brand growth explained [05:20] The NBD-Dirichlet Model and Ehrenberg’s Law of Buyer Frequency [07:15] Andrew Ehrenberg’s influence on marketing science [09:30] Brand awareness and brand salience [12:40] Why CMOs must know the laws of marketing science [15:30] What brand image data really shows [18:50] Navigating recession: Should brands cut advertising spend? [22:10] Inflation, private label growth and CPG brand strategy [26:00] Mental availability as a brand asset [29:40] How small brands grow [32:20] Differentiation vs distinctiveness [36:12] Byron Sharp's advice on pricing power [37:30] How does brand image differ from mental availability? [40:16] How Ehrenberg-Bass laws work in disrupted and high-growth markets [42:24] The future of marketing science & fact-checking hype For 40 years, WARC has been providing the marketing industry with rigorous, unbiased evidence and expert effectiveness guidance. The WARC Podcast publishes a new episode every Tuesday and Thursday. Subscribe to The WARC Podcast here: https://www.warc.com/en/warc-podcasts Sign up to daily WARC News for free: https://www.warc.com/en/latest Book a demo: https://www.warc.com/en/subscribe

Procter & Gamble is one of the world's biggest advertisers. Marc Pritchard, P&G's long-time Chief Brand Officer, joins WARC's Anna Hamill to share insights and lessons from almost 40 years in marketing at the CPG giant, including the enduring power of brand building, the evolution of media, adapting to the AI era, and how brand purpose and cultural insights delivered real business growth for its brands. This episode is sponsored by Circana. Learn more about their AI-powered marketing mix solution LiquidMix at circana.com/warc. Guests: Marc Pritchard, Chief Brand Officer, Procter & Gamble Anna Hamill, Senior Editor, The WARC Podcast Topics covered: [00:00] – Intro: P&G’s Marc Pritchard joins The WARC Podcast [02:01] – Defining marketing effectiveness: P&G’s 'five-fecta' growth framework [04:08] – P&G's brand-building fundamentals: the “who, what, how” model [07:09] – From TV to AI: How media fragmentation is changing marketing [07:51] – Media transparency and the missing sales attribution signal [10:18] – Why retail media is reshaping commerce at P&G [12:09] – How P&G is adopting retail media, algorithms and content flywheels [15:01] – AI as a brand-building and accelerator [18:32] – In-housing media, content and ad testing to speed up innovation [21:38] – Inside P&G's culture of marketing effectiveness [23:13] – Balancing content volume, quality and media spend [29:51] – How brand purpose and cultural insights grew P&G's brands [34:29] – How CMOs can navigate uncertainty around brand purpose [36:42] – Marc Pritchard's career advice for young marketers For 40 years, WARC has been providing the marketing industry with rigorous, unbiased evidence and expert effectiveness guidance. The WARC Podcast publishes a new episode every Tuesday and Thursday. Subscribe to The WARC Podcast here: https://www.warc.com/en/warc-podcasts Sign up to daily WARC News for free: https://www.warc.com/en/latest Book a demo: https://www.warc.com/en/subscribe

What do the winning campaigns from the 2026 Cannes Lions for Creative Effectiveness tell us about successful marketing in 2026? WARC's Amy Rodgers and Effie Insight's John Bizzell examine the big narratives emerging from this year's winners, in a category that rewards creativity that has also met business goals. Read the full report 'Creative Effectiveness Lions: Insights from the 2026 winners' here: https://www.warc.com/en/article/creative-effectiveness-lions-insights-from-the-2026-winners-c0d6c1492bb549a68c1e15dc36855364 Guests: Amy Rodgers, Head of Content, WARC Rankings and Effie Insights John Bizzell, Content Lead, Effie Insights Bertille Toledano, Jury President, Cannes Lions Creative Effectiveness 2026 Jane Wakely, Juror, Cannes Lions Creative Effectiveness 2026 João Gabriel Fernandes, Chief Strategy Officer, almapBBDO Chapters: [00:00] – Introduction: Creative Effectiveness Trends from Cannes Lions [01:30] – Inside the Cannes Lions Creative Effectiveness jury room [02:23] – What Makes a Creative Effectiveness Lion Different [05:09] – Cultural Intelligence in Action: Pedigree's Caramello and AXA's Three Words [09:33] – How Creative Campaigns Drive Real Business Growth and Societal Impact [12:20] – Turning Brand Assets into Interactive Tools: Vaseline, Ziploc, IKEA [14:21] – Reimagining Social to Build Brands: Uber Eats, IKEA “You up?” and Tips for Future Entrants For 40 years, WARC has been providing the marketing industry with rigorous, unbiased evidence and expert effectiveness guidance. The WARC Podcast publishes a new episode every Tuesday and Thursday. Subscribe to The WARC Podcast here: https://www.warc.com/en/warc-podcasts Sign up to daily WARC News for free: https://www.warc.com/en/latest Book a demo: https://www.warc.com/en/subscribe

New research by PHD and WARC explores the scale, timeline and implications of agentic AI for the wider marketing ecosystem. PHD's Rohan Tambyrajah and WARC's David Tiltman join Anna Hamill to discuss the implications for marketing as decision-making increasingly evolves from human consumers to machine intermediaries, including the 'Four Modes' frameworks, and key recommendations to navigate this new dynamic. Read 'From abundance to agents: How the delegation of choice is transforming marketing' on WARC: https://www.warc.com/en/article/from-abundance-to-agents-how-the-delegation-of-choice-is-transforming-marketing-dda80ff252d141c4bdb7211d230f407d Guests: David Tiltman, Chief Content Officer, WARC Rohan Tambyrajah, Worldwide Chief Strategy Officer, PHD Anna Hamill, Senior Editor, The WARC Podcast Chapters: [00:00 – Introduction: Agentic AI and the new customer journey [02:18] – Defining the 'two audience problem': humans and AI agents [02:47] – Why this agentic AI research matters for marketing [04:47] – Utopia vs dystopia: The realistic business case for agentic AI [06:34] – The abundance problem: fragmented attention and declining effectiveness [07:00] – Delegation to AI agents: From discovery and planning to automated action [09:30] – Which categories will agentic commerce disrupt first? [11:49] – 'Four Modes' framework overview [15:25] – Applying the 'Four Modes' framework by category [17:26] – Diagnosing your category’s current mode and spot signals of shift [20:15] – Developing human meaning and machine readability [22:31] – Effective advertising in an agentic AI world [25:02] – Balancing brand building, performance and agentic optimization [33:26] – Category entry points and mapping the agentic customer journey For 40 years, WARC has been providing the marketing industry with rigorous, unbiased evidence and expert effectiveness guidance. The WARC Podcast publishes a new episode every Tuesday and Thursday. Subscribe to The WARC Podcast here: https://www.warc.com/en/warc-podcasts Sign up to daily WARC News for free: https://www.warc.com/en/latest Book a demo: https://www.warc.com/en/subscribe

New research from WARC finds that social and creator marketing – for all its speed and cultural relevance – hits three structural ceilings that no amount of additional content or paid media can break through alone. Tackling these ceilings is key to sustained growth. Rob Brittain and Rica Facundo join WARC's Biprorshee Das to discuss Pace Principle 2.0, WARC's latest research on marketing effectiveness from Asia. Guests: Rob Brittain, Marketing Effectiveness Consultant and co-author of Pace Principle 2.0 Rica Facundo, Managing Editor - APAC, WARC and co-author of Pace Principle 2.0 Biprorshee Das, India Editor, WARC Chapters: [00:00] Introduction: WARC's Pace Principle 2.0 research [02:39] What is a “social sprint”? [04:16] Content virality is an outcome, not a growth strategy [06:30] What is the difference between social strategy and emotional strategy? [09:35] Why do broad emotional strategies outperform social? [12:21] How should brands choose between micro creators and celebrity influencers? [16:28] The three ceilings of social media (platform, cultural, self-sustaining) [19:17] Aligning target market and creative strategy boosts effectiveness by 70 percent [23:03] Moving from “always on” content to always relevant [25:32] Social and creator campaign measurement [29:42] Key Pace Principle 2.0 recommendations for marketing leaders For 40 years, WARC has been providing the marketing industry with rigorous, unbiased evidence and expert effectiveness guidance. The WARC Podcast publishes a new episode every Tuesday and Thursday. Subscribe to The WARC Podcast here: https://www.warc.com/en/warc-podcasts Sign up to daily WARC News for free: https://www.warc.com/en/latest Book a demo: https://www.warc.com/en/subscribe

How did ad agency economics become so challenging? Fee-cutting and low growth are part of the equation, but the roots of the issue go back decades. Ad industry analyst and author Michael Farmer joins WARC's David Tiltman to discuss his new book 'Madison Avenue Revisited' and offer his take on 30+ years of change to advertising business models, including the impact of dysfunctional client-agency relationships, increased creative workloads and AI. Guests: Michael Farmer, Chairman and CEO, Farmer&Co; Professor of Branding and Integrated Communications at The City College of New York David Tiltman, SVP - Content, WARC Chapters: [00:00] Introduction: Michael Farmer joins The WARC Podcast [06:49] From 'Madison Avenue Manslaughter' to 'Madison Avenue Revisited' [11:25] How ad agency workloads doubled while fees halved [18:29] Why big advertisers are underperforming GDP [23:44] Short-termism and the failure to brief for brand growth [27:51] The key factors undermining advertising economics [30:11] Artificial intelligence threatens advertising agencies [32:28] 'Infinite creative' doesn’t equal brand growth [35:18] Using AI to fund strategy and reinvesting in senior talent [37:01] How hold-cos, commissions, and cheap CPMs undermined creative value [40:29] Why do CFOs block long-term marketing investment? [41:02] How AI can optimise the marketing mix for growth For 40 years, WARC has been providing the marketing industry with rigorous, unbiased evidence and expert effectiveness guidance. The WARC Podcast publishes a new episode every Tuesday and Thursday. Subscribe to The WARC Podcast here: https://www.warc.com/en/warc-podcasts Sign up to daily WARC News for free: https://www.warc.com/en/latest Book a demo: https://www.warc.com/en/subscribe

Just 29% of creator ads outperform the average brand ad. Research from System 1, WPP Media and Tiktok uncovers what drives attention, emotion and brand recognition across creator content. System 1's Andrew Tindall and brand strategist Eugene Healey join WARC's Anna Hamill to break down creator effectiveness hacks, how to brief creators properly, and why so many marketers are using the wrong metrics to measure success. Guests: Andrew Tindall, Chief Advertising Officer, System1 Eugene Healey, Brand Strategist and Content Creator (@eugbrandstrat) Anna Hamill, Senior Editor, The WARC Podcast Chapters: 00:00 - Intro: Welcome to The WARC Podcast 00:10 - How do creators build brands? 02:17 - Methodology of the WPP Media/TikTok/System1 creator research 04:09 - What really drives brand memory: engagement, deep engagement or creativity? 05:37 - How should creators and brands think about brand fit and long-term impact? 07:54 - What metrics should marketers prioritise in creator marketing? 13:55 - Characteristics of the most effective creator campaigns 16:27 - What creator content actually performs on social? 20:03 - 3x brand memory lift from early brand cues 22:43 - Briefing creators for authenticity and effectiveness 27:54 - Why you can’t outbrief a bad strategy in creator marketing 29:27 - What are social devices and what is the one thing marketers should do next? For 40 years, WARC has been providing the marketing industry with rigorous, unbiased evidence and expert effectiveness guidance. The WARC Podcast publishes a new episode every Tuesday and Thursday. Subscribe to The WARC Podcast here: https://www.warc.com/en/warc-podcasts Sign up to daily WARC News for free: https://www.warc.com/en/latest Book a demo: https://www.warc.com/en/subscribe

Uber's Lucinda Barlow offers advice for marketers on how to build a safe culture for creative experimentation, identifying strategic blind spots, making decisions in times of extraordinary uncertainty and how to localise a global brand. Hosted by WARC's Rica Facundo. Guests: Lucinda Barlow, Head of International Marketing, Uber Rica Facundo, Marketing Editor - Asia Pacific, WARC Chapters: 00:00 – Introduction to The WARC Podcast with Uber's Lucinda Barlow 01:14 – Uber’s growth and category creation 03:43 – What is 'smart' risk taking? 07:13 – Overcoming fear, hierarchy, and failure in marketing organizations 11:51 – Proving long-term brand impact 15:36 – Explaining marketing terms to CEOs and CFOs 17:28 – Why entertaining creative beats rational promos in brand building 19:41 – Inside Uber’s “Skip the Kung Fu” Hong Kong campaign 23:35 – How Uber localizes a global brand 28:06 – Uber Eats' World Cup campaign with Gordon Ramsey 28:30 – Why AI alone can’t replace human creativity For 40 years, WARC has been providing the marketing industry with rigorous, unbiased evidence and expert effectiveness guidance. The WARC Podcast publishes a new episode every Tuesday and Thursday. Subscribe to The WARC Podcast here: https://www.warc.com/en/warc-podcasts Sign up to daily WARC News for free: https://www.warc.com/en/latest Book a demo: https://www.warc.com/en/subscribe

How do the best marketers actually integrate brand and performance – not just in theory, but in org design, planning and measurement? Prophet’s Kate Price and Monica El Hassan join WARC's Ann Marie Kerwin to discuss strategies for a more integrated approach, based on WARC's marketing effectiveness research The Multiplier Playbook. Guests: Kate Price, Partner - Marketing Transformation, Prophet Monica El-Hassan, Partner - Media, Prophet Chapters: 00:00 – Intro: The Multiplier Playbook on The WARC Podcast 01:49 – Why brand and performance marketing teams are siloed 03:18 – Cultural divides: traditional brand vs digital performance 04:28 – Specialist skills, loss of generalists and pressure on CMOs 07:15 – Shared language: bridging brand, demand and media teams 09:58 – Customer-centric marketing: changing behaviour to drive growth 14:30 – Integrated planning: how overperforming marketers organise 19:45 – Budget rebalancing: brand investment vs performance metrics 24:19 – B2B SaaS case: US Open sponsorship as a brand–demand engine 31:23 – Shared KPIs: proving commercial impact of brand marketing 38:34 – Org design: generalists, team structures and planning rhythms 40:21 – Key takeaways for marketing leaders For 40 years, WARC has been providing the marketing industry with rigorous, unbiased evidence and expert effectiveness guidance. The WARC Podcast publishes a new episode every Tuesday and Thursday. Subscribe to The WARC Podcast here: https://www.warc.com/en/warc-podcasts Sign up to daily WARC News for free: https://www.warc.com/en/latest Book a demo: https://www.warc.com/en/subscribe

Brand equity is essential to win on AI platforms. Equity can't be built without memory, and memory can't be built without attention. WARC's Alex Brownsell discusses what role attention plays in AI visibility for brands, and practical advice to implement, with experts Dr. Karen Nelson Field, Carl Wåreus and Scott Reinders. Guests: Dr Karen Nelson-Field, Founder & CEO of Amplified Carl Wåreus, Head of Partners & Specialists, Google Nordics Scott Reinders, COO, Connect - part of The Up&Up Group Chapters: 00:00 - Intro: Brand, AI Search and Attention on The WARC Podcast 02:08 - From Blue Links to Conversations: How AI is Changing Search Behaviour 03:31 - Collapsing the Messy Middle: LLMs as the New Consideration Engine 04:41 - Brand Equity as an AI Ranking Signal: Google Example from Sweden 06:54 - Levers vs Drift: Managing Brand Signals AI and LLMs Can See 08:21 - Automated Creative at Scale: Avoiding the ‘AI Slop’ Trap 10:32 - Visibility Starvation: The Risk of Low-Attention, Fast-Decay Media 12:32 - Misattribution and Invisibility: How Low Attention Hurts LLM Visibility 14:54 - Media Quality Redefined: High-Attention vs High-Intent Environments 16:14 - Silent Zone vs Vocal Zone: Human Noise, Reviews and AI Training Data 18:37 - Moving Beyond an Attention Metric: Attention as System Architecture 19:35 - Inside Attention AI: Generative Attention Modelling for Media and Creative 22:54 - Media Ceilings, Creative Hooks: How Formats and Assets Shape Attention 26:58 - Practical Advice: Multiplying Brand Equity, Attention and AI Visibility For 40 years, WARC has been providing the marketing industry with rigorous, unbiased evidence and expert effectiveness guidance. The WARC Podcast publishes a new episode every Tuesday and Thursday. Subscribe to The WARC Podcast here: https://www.warc.com/en/warc-podcasts Sign up to daily WARC News for free: https://www.warc.com/en/latest Book a demo: https://www.warc.com/en/subscribe

Cultural intelligence is high stakes for brands in the era of infinite content. Developing culturally-fluent talent is essential for brands seeking an edge. Cultural strategist Rachel Lowenstein and Effie LIONS Foundation CEO Allison Knapp Womack join WARC's Rica Facundo to discuss what's motivating young marketers, emerging cultural strategy trends and what it really means to move at "the speed of culture". Guests: Allison Knapp Womack, CEO, Effie LIONS Foundation Rachel Lowenstein, Cultural Strategist and Content Creator Chapters: 00:00 – Intro: Talking cultural intelligence on The WARC Podcast 00:48 – What is cultural intelligence? 02:28 – Why brands get culture wrong: the Ipsos x Effie Lions Foundation study explained 04:47 – What’s at stake now: AI, social media backlash, and reputational risks for brands 07:26 – Talent vs jobs: The case for inclusive marketing talent 10:12 – Building a diverse pipeline of culturally intelligent marketers 16:43 – New talent models: Flash Teams, flexible cultural strategists, and moving at the speed of culture 19:45 – Romantasy and why centering new cultural perspectives drives growth 22:48 – Practical ways to develop young marketing talent 24:37 – Squiggly line careers: practical advice for emerging cultural strategists and CMOs For 40 years, WARC has been providing the marketing industry with rigorous, unbiased evidence and expert effectiveness guidance. The WARC Podcast publishes a new episode every Tuesday and Thursday. Subscribe to The WARC Podcast here: https://www.warc.com/en/warc-podcasts Sign up to daily WARC News for free: https://www.warc.com/en/latest Book a demo: https://www.warc.com/en/subscribe

New data from CreativeX reveals the alarming extent of 'churn and burn' short-termism among advertisers, based on a study of 633,000 ads over two years. Content volume is way up, but media budgets aren't. So what's going on? Anastasia Leng, CEO of CreativeX, joins WARC's David Tiltman to break down the data, examine the most concerning trends, and discuss how brands can turn the ship around. Guests: Anastasia Leng, CEO, CreativeX Chapters: 00:00 – Fragmentation of creativity and the ‘more with less’ challenge 04:12 – From pre-testing to creative auditing at scale 05:18 – Why media and creative must come back together 06:54 – Explaining ‘fewer, bigger, longer, better’ 09:19 – From scarcity to abundance: when ‘more content’ goes wrong 10:14 – Inside the study: 633k ads, $2bn spend, 143 Fortune 500 brands 12:52 – Content production up 29% in two years 14:01 – Media spend per ad down 15%: weaker support for each asset 15:34 – Short runs: 32 days for direct response ads, 40 days for brand ads 17:28 – Algorithms as creative directors and a crisis of confidence 19:49 – 93% of ads under $10k; 70% under $1k in spend 21:32 – Low-budget ads score 20% lower on creative quality 24:48 – Sub-$10k ads absorbing 30% of a $2bn media budget 32:05 – Three fixes: big ideas, media thresholds, better learning loops 35:29 – ‘Big swings’: $100k+ ads run 89 days but get only 18% of spend For 40 years, WARC has been providing the marketing industry with rigorous, unbiased evidence and expert effectiveness guidance. The WARC Podcast publishes a new episode every Tuesday and Thursday. Subscribe to The WARC Podcast here: https://www.warc.com/en/warc-podcasts Sign up to daily WARC News for free: https://www.warc.com/en/latest Book a demo: https://www.warc.com/en/subscribe

Creative Strategy Lions jury president Sarah Lemarié and juror Dan Hill share powerful advice on how to level up strategic thinking, their stand out campaigns from Cannes Lions, why they look for 'strategic firsts' in the jury room, and a warning on using AI in awards entries. Hosted by Effie Insight's John Bizzell. Guests: Sarah Lemarié, Chief Strategy Officer, Publicis France Dan Hill, Global Chief Strategy Officer, Wieden+Kennedy Chapters: 00:00 – Intro: Cannes Lions Creative Strategy Winners 2026 01:46 – Meet the Jury: Sarah Lemarié & Dan Hill on Judging Creative Strategy Lions 03:43 – Creating a Benchmark: Why Creative Strategy Lions Build a “Body of Work” 07:11 – Defining ‘What Good Looks Like’ in Creative Strategy at Cannes Lions 10:21 – Human Ingenuity & Empathy in a World of AI: What the Winners Proved 11:38 – Grand Prix Breakdown: Heineken’s “The Pub That Refused to Die” in Ireland 13:18 – Community Ownership & Brand Purpose: How Heineken Helped Save Local Pubs 16:09 – Gold Winner Spotlight: Faroe Islands Space Program and Tidal Energy Reframing 17:48 – “Simple but Clever” Strategy: Making Sustainable Tech Feel Playful & B2B-Friendly 20:12 – AI and Creative Strategy: Dove Real Reviews, Claude and LLM‑Ready Ideas 23:37 – Classic vs New Media: How Dove and Claude Blend Old CPG and New Tech 24:38 – How to Win a Creative Strategy Lion: Entry Writing, Storytelling & Results 26:40 – The Fosbury Flop of Strategy: Novelty, Firsts and Playful Creativity at Cannes For 40 years, WARC has been providing the marketing industry with rigorous, unbiased evidence and expert effectiveness guidance. The WARC Podcast publishes a new episode every Tuesday and Thursday. Subscribe to The WARC Podcast here: https://www.warc.com/en/warc-podcasts Sign up to daily WARC News for free: https://www.warc.com/en/latest Book a demo: https://www.warc.com/en/subscribe

Mark Ritson is back to talk all things marketing skills, back-to-basics brand fundamentals, the impact of AI on the marketing workforce and why he's tired of marketing's 'culture of bullsh*t'. Hosted by WARC's David Tiltman. Guest: Mark Ritson, Founder, miniMBA Chapters: 00:00 – Intro: Mark Ritson joins The WARC Podcast 02:33 – Ritson & Byron Sharp: surprising areas of agreement 07:40 – The Multiplier Playbook and the effectiveness “say–do” gap 09:09 – Ipsos x Ritson test: two‑thirds of marketers fail basics 11:28 – Marketing’s skillset problem 15:20 – Fewer, bigger, longer: brand building vs short‑termism 18:58 – Why “idiot competitors” help smart brands win in recessions 19:41 – CreativeX data: 93% of big‑brand digital ads spend under $10k 22:38 – When performance thinking invades long‑term brand building 23:08 – AI and synthetic data: what will really change in marketing 24:56 – AI‑built marketing plans and a 60–65% cut in jobs 28:45 – Creator marketing, TikTok and the distinctiveness challenge 32:31 – The “uncivil war” in effectiveness and why debate matters For 40 years, WARC has been providing the marketing industry with rigorous, unbiased evidence and expert effectiveness guidance. The WARC Podcast publishes a new episode every Tuesday and Thursday. Subscribe to The WARC Podcast here: https://www.warc.com/en/warc-podcasts Sign up to daily WARC News for free: https://www.warc.com/en/latest Book a demo: https://www.warc.com/en/subscribe

Cannes Lions jury president Bertille Toledano and juror Jane Wakely share tips for aspiring winners of the Creative Effectiveness Lions, including lessons from this year's Grand Prix and Gold winners, how to present data, outline cultural context & and demonstrate brand growth with rigorous evidence. Guests: Bertille Toledano, CEO of BETC and Havas Creative Middle East, President of Havas Creative Network Jane Wakely, EVP, Chief Consumer & Marketing Officer, PepsiCo; Chief Growth Officer, International Foods Chapters: 00:00 – Intro: Welcome to The WARC Podcast 01:32 – Meet the Jury: Bertille Toledano & Jane Wakely 02:47 – Inside the Jury Room: Setting a Vision for Creative Effectiveness 04:25 – Diversity, Debate & Data: How the Jury Worked Together 06:51 – Measuring Impact: Retention, Acquisition & Growth Metrics 08:25 – Case Study: ‘My Japan Railway’ and Design Meets Effectiveness 10:26 – Is Creative Effectiveness Getting Stronger? 13:15 – Grand Prix Decision: Why AXA’s ‘Three Words’ Won 15:51 – Reframing Low-Interest Categories with Human-Centric Ideas 18:10 – Pedigree in Brazil: Mutt Adoption, Culture and Category Growth 22:17 – Another Standout Case: IKEA’s ‘Hidden Tags’ 25:25 – How to Write a Winning Effectiveness Paper: Data & Sources 28:36 – Cultural Context for Global Juries: Don’t Assume Understanding 29:25 – Category Growth vs Share Growth: What Really Matters For 40 years, WARC has been providing the marketing industry with rigorous, unbiased evidence and expert effectiveness guidance. The WARC Podcast publishes a new episode every Tuesday and Thursday. Subscribe to The WARC Podcast here: https://www.warc.com/en/warc-podcasts Sign up to daily WARC News for free: https://www.warc.com/en/latest Book a demo: https://www.warc.com/en/subscribe

How do you break out of a performance plateau without extra budget? Footwear brand FitFlop is walking the talk (in FitFlops, of course). Fitflop's Brittany Ellam and Ash Singh from Jellyfish join WARC's David Tiltman to discuss how the brand tapped into thinking from The Multiplier Effect, and the impressive results it achieved by embracing a better approach to investing in brand and performance marketing. Guests: Brittany Ellam, Interim Global Head of Acquisition & Media, FitFlop Ashwin Singh, Media Strategy Director, Jellyfish Chapters: 00:00 – Intro: Why FitFlop is a ‘multiplier effect’ case study 02:57 – FitFlop’s story: from comfort innovation to global brand 04:46 – Hitting the performance plateau: shrinking baselines, falling CVR 08:00 – Jellyfish's diagnosis: mental availability, not demand, is the problem 12:59 – Funding brand without extra budget: cutting low-intent traffic 17:46 – The “dynamic replenishment loop” explained 22:17 – Build–Nudge–Connect: rethinking creative and social proof 29:35 – Results: +68% ROAS, +30% revenue and rising conversion rates 36:24 – Internal buy-in, learnings and advice for marketers For 40 years, WARC has been providing the marketing industry with rigorous, unbiased evidence and expert effectiveness guidance. The WARC Podcast publishes a new episode every Tuesday and Thursday. Subscribe to The WARC Podcast here: https://www.warc.com/en/warc-podcasts Sign up to daily WARC News for free: https://www.warc.com/en/latest Book a demo: https://www.warc.com/en/subscribe

Land O' Lakes is working to change the cultural narrative around rural America while building B2B and B2C brands trusted by generations of farmers and consumers alike. CMO Heather Malenshek joins WARC's Ann Marie Kerwin to discuss why representation is key to building brand trust, overcoming AI biases, and much more. For 40 years, WARC has been providing the marketing industry with rigorous, unbiased evidence and expert effectiveness guidance. The WARC Podcast publishes a new episode every Tuesday and Thursday. Subscribe to The WARC Podcast here: https://www.warc.com/en/warc-podcasts Sign up to daily WARC News for free: https://www.warc.com/en/latest Book a demo: https://www.warc.com/en/subscribe

CMOs often struggle to secure long-term brand investment, missing out on its multiplier effect on performance. Mike Menkes and Jason McNellis of Analytic Partners explain why performance metrics mislead, how to align with CFOs using incremental measurement, and why scenario planning builds trust and defends budgets effectively, based on WARC's Multiplier Playbook research. Hosted by Ann Marie Kerwin. Guests: Mike Menkes, Group Senior Vice President, Analytic Partners Jason McNellis, Vice President, Commercial Analytics, Analytic Partners Ann Marie Kerwin, Americas Editor, WARC Chapters: 00:00 – Introduction: Welcome to The WARC Podcast 01:44 – Why CMOs struggle to secure brand investment 02:45 – The risks of over-focusing on performance metrics 03:46 – Are CMOs and CFOs speaking different languages? 06:58 – What “incrementality” really means for marketers 08:54 – Matching marketing metrics to CFO and investor language 10:40 – Inside the “doom loop” of last-click and search over-crediting 13:28 – Balancing brand building and performance marketing 14:26 – Why most brands overspend on performance media 18:08 – Redefining ROI and ROMI with finance 20:22 – Short-term vs long-term effects of marketing investment 22:52 – Proving marketing as a growth investment, not a cost 29:03 – Using scenario planning to defend marketing budgets 31:19 – Case study: Luxury retailer increases spend instead of cutting 33:07 – One action CMOs can take tomorrow with finance For 40 years, WARC has been providing the marketing industry with rigorous, unbiased evidence and expert effectiveness guidance. The WARC Podcast publishes a new episode every Tuesday and Thursday. Subscribe to The WARC Podcast here: https://www.warc.com/en/warc-podcasts Sign up to daily WARC News for free: https://www.warc.com/en/latest Book a demo: https://www.warc.com/en/subscribe

Bonsoir from Cannes Lions! On our last daily pod, we chat to Les Binet and Mel Arrow on the new /old rules of brand growth, Coinbase discusses brand building through crypto winter and finally, creative effectiveness themes with Gurdeep Puri and Emma de la Fosse. The WARC Podcast in Cannes is sponsored by Circana. Learn more at circana.com/warc For 40 years, WARC has been providing the marketing industry with rigorous, unbiased evidence and expert effectiveness guidance. The WARC Podcast publishes a new episode every Tuesday and Thursday. Subscribe to The WARC Podcast here: https://www.warc.com/en/warc-podcasts Sign up to daily WARC News for free: https://www.warc.com/en/latest Book a demo: https://www.warc.com/en/subscribe

It's day 4 in Cannes. Today, 12x Cannes Lions winner Fernando Machado joins to discuss why creativity matters more than ever in the 'efficiency era', Mastercard shares the secrets of building brands with creators, and Kantar offers a new framework to avoid greenwashing. Hosted by WARC's Alex Brownsell. The WARC Podcast in Cannes is sponsored by Circana. Download the latest insights at circana.com/warc Guests: Fernando Machado, Chief Brand Officer, Chipotle Kaveri Khullar, SVP - Marketing, Mastercard Jonathan Hall, Managing Partner - Sustainable Transformation Practice, Kantar Alex Brownsell, Head of Content, WARC Media Rica Facundo, Managing Editor - APAC, WARC For 40 years, WARC has been providing the marketing industry with rigorous, unbiased evidence and expert effectiveness guidance. The WARC Podcast publishes a new episode every Tuesday and Thursday. Subscribe to The WARC Podcast here: https://www.warc.com/en/warc-podcasts Sign up to daily WARC News for free: https://www.warc.com/en/latest Book a demo: https://www.warc.com/en/subscribe

Bonjour! On day 3 in Cannes, we learn more about the power of surprise with Jon Evans and Adam Morgan, TNT Sports and Twitch take on Gen Z sports media trends, and finally, insights from new B2B buyability research with LinkedIn and ServiceNow. The WARC Podcast in Cannes is sponsored by Circana. Download the latest insights today at circana.com/warc. Guests: Adam Morgan, co-founder, eatbigfish Jon Evans, Host, The Uncensored CMO Mike Minton, Chief Product Officer, Twitch Adam Davidson, Head of Sales Strategy, TNT Sports / Warner Bros Discovery Jim Lesser, Chief Brand Officer, ServiceNow Mimi Turner, Head of Marketplace Innovation, LinkedIn Chapters: 00:00 – Welcome to The WARC Podcast at Cannes Lions Day 3 01:20 – Ad Spend and Social Commerce: Circana’s Influencer Insights 01:56 – Cannes Lions Awards Update: Entertainment, Craft, Social & Creator 02:44 – Edelman Trust Barometer: Insularity and Brand Boycotts 03:45 – Sephora Case Study: Fandom, Women’s Sports and 12x Sponsorship ROI 04:43 – The Power of Surprise in Advertising 08:20 – The Extraordinary Cost of Dull: Why Most Ads Fail to Move People 13:05 – Short ‘Oh’ vs Long ‘Oooh’: Strategic vs Executional Surprise 19:58 – Tubi Super Bowl Stunt: Surprise as a Challenger Brand Growth Hack 21:39 – Gen Z Sports Fans: Twitch, TNT Sports and Creator-Led Leagues 27:29 – Athletes as Creators: Streams, Podcasts and New Sponsorship Models 38:08 – Women’s Sports and Athlete-Creators: Growing Audiences and Equity 44:12 – LinkedIn & WARC's B2B Buyability: 700-Campaign Effectiveness Study 48:46 – ServiceNow & Idris Elba: Building a Relatable B2B Creative System For 40 years, WARC has been providing the marketing industry with rigorous, unbiased evidence and expert effectiveness guidance. The WARC Podcast publishes a new episode every Tuesday and Thursday. Subscribe to The WARC Podcast here: https://www.warc.com/en/warc-podcasts Sign up to daily WARC News for free: https://www.warc.com/en/latest Book a demo: https://www.warc.com/en/subscribe

It's day 2 at Cannes Lions! Today we're talking all things effectiveness with new research from Effie, EOS Products shares how it became a marketing effectiveness leader, we review 'effectiveness frenemies' session starring Byron Sharp vs Mark Ritson, and discuss new data on influencer effectiveness based on new data from Circana. Hosted by WARC's Ann Marie Kerwin. Guests: Carley Caldas, Senior Vice President, Marketing & Creative, eos Products Juliet Heygarth, Chief Marketing Officer, Effie Worldwide Emma Delserieys, Global SVP - Commercial, Circana David Tiltman, SVP - Content, WARC Ann Marie Kerwin, Americas Editor, WARC Chapters: 00:00 – Cannes Lions Day 2: WARC Podcast Intro & Episode Overview 01:20 – Circana Message: Why Creative Quality Drives +30% Effectiveness 01:58 – Cannes Awards Round-Up: B2B, Creative Data, Craft & Entertainment Lions 02:49 – Reddit Research: Shoppers Double‑Check AI Recommendations with Human Consensus 04:06 – OpenAI IPO & AI Stock Market Fever: What It Means for Ad Revenue 04:46 – Effie “Outsmart, Outlast”: How Challenger Brands Break Through and Stay on Top 05:49 – EOS Strategy: Maniacal Consumer Focus on Habits, Language and Media 06:23 – Challenger Brand Playbook: Be Choiceful in Culture, Not Everywhere 08:41 – TikTok to Pack Copy: The EOS “Cooch Plus and Cream” Breakthrough Case 12:13 – Beyond Demographics: Effie Insights on Psychographics and Cracking Consumer Insight 13:04 – Small Teams, Big Impact: Empowerment, Trust and Fast Decisions at EOS 17:13 – Sustained Success: Effectiveness is Human, Consistency and Not Getting Bored 21:07 – Effectiveness Frenemies: Setting Up Sharp vs Ritson Live at Cannes Lions 23:56 – Five Things Sharp and Ritson Agree On: Mental Availability, Distinctive Assets, Mass Marketing 33:22 – Influencer ROI & AI Commerce: Circana on Creators as Demand Signals and Measurement For 40 years, WARC has been providing the marketing industry with rigorous, unbiased evidence and expert effectiveness guidance. The WARC Podcast publishes a new episode every Tuesday and Thursday. Subscribe to The WARC Podcast here: https://www.warc.com/en/warc-podcasts Sign up to daily WARC News for free: https://www.warc.com/en/latest Book a demo: https://www.warc.com/en/subscribe

It's Day 1 of Cannes Lions! Today, new research reveals that the top 10 ads preferred by AI versus humans are almost completely different, BYD’s extraordinary journey from homegrown China brand to global automotive giant, and lessons in localising global brands from Heineken. Hosted by WARC's Rica Facundo. This podcast is sponsored by Circana. Check out Circana.com/warc for more info. Guests: Sir Martin Sorrell, Executive Chairman, S4 Capital Stella Li, Executive Vice President of BYD Company Limited and CEO of BYD Americas, Europe, Middle East and Africa Siew Ting Foo, CEO, Soul for Profit Advisory Tom Roach, VP - Brand Strategy, Jellyfish David DuBois, Associate Professor of Marketing, INSEAD Natasha Wallace, Chief Solutions Officer & MD, Jellyfish Dana Katz, Heineken® Integrated Communication Director Stephan Schwarz, Executive Creative Director, LePub Singapore Rica Facundo, Managing Editor - APAC, WARC Chapters: 00:00 – Intro: WARC Cannes Lions 2026 Special 01:17 – Retail Media Measurement with Circana Liquid Mix 03:11 – Creativity for Dual Audiences: Introducing Jellyfish & INSEAD Research 04:20 – Humans vs AI: How Ads Differ When Machines Do the Judging 06:32 – Emotional Storytelling vs Rational Signals in AI-Era Creativity 07:59 – Luxury & Premium Advertising: When AI Misreads Desire Cues 10:34 – Influence Mix, YouTube and Advocacy: Training the Models on Your Brand 13:21 – What Is Contextual Brand Architecture? 18:53 – China’s Second Chu Hai Wave: How Chinese Brands Go Global with Soul 21:02 – From Price to Meaning: Explaining the Chu Hai Brand Growth Model 23:12 – Martin Sorrell on Geopolitics, China and the New Global Expansion Playbook 26:33 – BYD’s Globalisation Strategy: Localising Chinese EV Innovation for the West 29:22 – Speed, Agility, Emotion and Culture: What’s Next in the BYD Playbook 32:37 – Cultural Relevance in APAC: Heineken and Le Pub on “No Single Asia” 39:23 – Balancing Global Scale with Local Nuance For 40 years, WARC has been providing the marketing industry with rigorous, unbiased evidence and expert effectiveness guidance. The WARC Podcast publishes a new episode every Tuesday and Thursday. Subscribe to The WARC Podcast here: https://www.warc.com/en/warc-podcasts Sign up to daily WARC News for free: https://www.warc.com/en/latest Book a demo: https://www.warc.com/en/subscribe

The months-long closure of the Strait of Hormuz remains a serious test of global ad market resilience. WARC Media's Alex Brownsell and Kate Scott-Dawkins, Global President for Business Intelligence at WPP Media, join WARC's Anna Hamill to make sense of complicated dynamics for advertisers in 2026. Guests: Kate Scott-Dawkins, Global President for Business Intelligence, WPP Media Alex Brownsell, Head of Content, WARC Media Anna Hamill, Senior Editor - The WARC Podcast Chapters: 00:00 – Intro: WARC Global Ad Spend trends 02:43 – Why ad spend is booming while consumers feel pessimistic 06:39 – Gulf crisis, oil prices & WARC scenario modeling for global ad growth 08:32 – Travel, auto and FMCG: categories most exposed to energy and inflation shocks 09:51 – Regional impact: Gulf, Latin America, Europe, SE Asia, US and China 11:00 – WPP vs WARC forecasts: cross-border advertising, AI investment and big media owners 13:40 – Inflation, pricing power and why the classic CPG playbook is weakening 16:50 – Generative search ads to 2030: search, social and retail media dominance 19:27 – AI gold rush: how advertising is funding big tech and AGI ambitions 21:28 – Future of retail media, AI-driven purchase journeys and resilient news publishers For 40 years, WARC has been providing the marketing industry with rigorous, unbiased evidence and expert effectiveness guidance. The WARC Podcast publishes a new episode every Tuesday and Thursday. Subscribe to The WARC Podcast here: https://www.warc.com/en/warc-podcasts Sign up to daily WARC News for free: https://www.warc.com/en/latest Book a demo: https://www.warc.com/en/subscribe

Jim Stengel has spent his career shaping the practice of modern marketing, and helping aspiring CMOs to take the next step in their career. He joins WARC's Catherine Driscoll to reflect on what he's learned about leadership, creativity and growth from his conversations with hundreds of marketers, and to discuss what today's marketers can do to build influence, navigate change and create lasting impact at their brands. Guests: Jim Stengel, President and CEO of The Jim Stengel Company, Host of The CMO Podcast Catherine Driscoll, Commissioning Editor - EMEA, WARC Chapters: 00:00 – Intro: Welcoming Jim Stengel to The WARC Podcast 02:02 – How the CMO Role Has Evolved: Tenure, CEO Path, Comms 05:04 – Good vs Transformational CMOs: What Really Sets Them Apart 06:23 – Building Future-Ready Marketing Teams and Culture 09:20 – Bad Habits Holding CMOs Back (and How to Avoid Them) 13:17 – Lessons from Digital for Today’s AI Transformation 16:30 – Where to Start with AI: Strategy, Experiments, Ownership 18:34 – Brand as a Financial Asset: Inside the Multiplier Playbook 22:55 – Earning Influence in the C-Suite and with the CFO 25:56 – Where CMOs Should Focus Time for Maximum Growth Impact 30:27 – Curiosity, Learning Rituals, and the Power of External Inspiration 33:34 – Setbacks, Trust, and Tough People Decisions in Marketing Leadership For 40 years, WARC has been providing the marketing industry with rigorous, unbiased evidence and expert effectiveness guidance. The WARC Podcast publishes a new episode every Tuesday and Thursday. Subscribe to The WARC Podcast here: https://www.warc.com/en/warc-podcasts Sign up to daily WARC News for free: https://www.warc.com/en/latest Book a demo: https://www.warc.com/en/subscribe

Beauty giants L'Oréal have built a new framework to quantify the impact of creators on marketing effectiveness. L'Oréal's Vas Kourakis and Meta's Maria Pavlova join WARC's Anna Hamill to discuss how the measurement framework came together, essential best practices, and what marketers can learn from their experience. Guests: Vasileios Kourakis, Global Marketing Effectiveness Director, Loreal Maria Pavlova, Marketing Science Manager - Agencies, Meta Anna Hamill, Senior Editor - The WARC Podcast, WARC Chapters: 00:00 – Why creator ROI now matters for beauty brands 01:49 – The industry gap: influencer spend without KPIs or ROI 03:40 – How L’Oreal and Meta built a shared creator taxonomy 06:10 – Fixing fragmented creator data with global standards 08:12 – The four dimensions of creator measurement 10:23 – Full-funnel creator ROI: from reach to sales 12:30 – L’Oreal’s dual learning structure: creator strategy and tactics 14:45 – Balancing MMM with rapid experimentation in creator campaigns 18:43 – Case studies: Kiehl’s Turkey and CeraVe Spain creator playbooks 21:04 – Building a culture of marketing effectiveness with creators For 40 years, WARC has been providing the marketing industry with rigorous, unbiased evidence and expert effectiveness guidance. The WARC Podcast publishes a new episode every Tuesday and Thursday. Subscribe to The WARC Podcast here: https://www.warc.com/en/warc-podcasts Sign up to daily WARC News for free: https://www.warc.com/en/latest Book a demo: https://www.warc.com/en/subscribe

Nostalgia. Cultural déjà vu. Kidulting. Why are so many people desperate to escape the present? Welcome to our new sister podcast, This Is Contagious. In this episode, Contagious investigates everything from why adults are rebuilding their teenage bedrooms, to landlines for kids and the return of the iPod, and revealing why the past has become one of culture’s most powerful refuges. If you work in marketing, you should almost definitely subscribe to Contagious IQ - an intelligence platform that helps brands and agencies supercharge their creativity by learning from the world's most impactful brands, campaigns and trends. Hosted by Contagious's Alex Jenkins, Chloe Markowicz and Katrina Stirton Dodd. For 40 years, WARC has been providing the marketing industry with rigorous, unbiased evidence and expert effectiveness guidance. The WARC Podcast publishes a new episode every Tuesday and Thursday. Subscribe to The WARC Podcast here: https://www.warc.com/en/warc-podcasts Sign up to daily WARC News for free: https://www.warc.com/en/latest Book a demo: https://www.warc.com/en/subscribe

With billions pouring into sports marketing this year, the stakes are high for brands. Ahead of the FIFA World Cup, and with more advertisers backing women's sports, We Are Social Sport's Joe Weston and Fuse's Matt Bailey join WARC's Anna Hamill to discuss the emerging trends in sports marketing. Guests: Joe Weston, Head Of Sport, We Are Social Matt Bailey, Managing Partner, Fuse Anna Hamill, Senior Editor, The WARC Podcast Chapters: 00:00 – Intro: Why 2026 is a massive year for sport and sponsors 00:09 – Super Bowl to World Cup: The new stakes in global sports marketing 02:17 – Making sponsorships famous: Social-first sports activation strategy 04:10 – Mega platforms: UEFA Champions League, FIFA World Cup and long-term rights 05:43 – Asynchronous viewing: How to reach fans beyond live broadcast 07:37 – Culture as a brief: Tapping fandoms and social communities in sport 09:42 – Rise of athlete content creators: Players as media brands 11:49 – Athletes owning their narrative: Authenticity, IP and brand partnerships 14:12 – The boom in women’s sport: Why sponsors are rushing in 17:18 – Brand upside in women’s football: Audience growth and safer fan environments 21:49 – Innovation in women’s sport 22:48 – World Cup 2026: Big brand campaigns vs. “win the day” real-time content 27:10 – Creator-led World Cup: 24/7 content, fan hubs and algorithm playbooks 33:33 – Go big vs lots of little For 40 years, WARC has been providing the marketing industry with rigorous, unbiased evidence and expert effectiveness guidance. The WARC Podcast publishes a new episode every Tuesday and Thursday. Subscribe to The WARC Podcast here: https://www.warc.com/en/warc-podcasts Sign up to daily WARC News for free: https://www.warc.com/en/latest Book a demo: https://www.warc.com/en/subscribe

How do social values and environmental sustainability boost marketing effectiveness? Goodvertising's Thomas Kolster joins WARC's Amy Rodgers to discuss how sustainability is a driving factor on the most effective advertising campaigns, based on WARC Rankings data. Guests: Thomas Koster, Founder, Goodvertising Amy Rodgers, Head of Content, WARC Creative Chapters: Here’s a 15‑chapter structure with SEO-friendly titles and timestamps based on the transcript you shared. Timestamps are approximate but aligned to clear content shifts in the audio. 00:00 – Intro: The WARC Effective 100 Rankings Explained 01:43 – Goodvertising, Climate and Brand Effectiveness 02:20 – Inside the Study: 12 Years of WARC Effective 100 Sustainability Data 03:28 – What Does “Sustainability” Really Mean for Brands and People? 05:38 – How Brand Sustainability Evolved 10:26 – How Many Top Effective Campaigns Are Truly Sustainable? 13:02 – Category Winners: Toiletries, Cosmetics and Retail in Sustainability 14:28 – Luxury, Premium and the Risk of Sustainability for the Wealthy Only 18:56 – Making Sustainability Affordable: Ugly Produce, IKEA and Circularity 21:32 – Why Financial Services Brands Over-Index on Sustainability Messaging 24:28 – AXA’s “Three Words”: Closing the Gender Risk Gap in Insurance 25:54 – Dove Real Beauty: Long-Term Brand Building and Creative Bravery 30:05 – DP World’s “Minus Three Degrees” Idea 32:58 – Bold, Consistent, Life-Centric Sustainability for Marketers For 40 years, WARC has been providing the marketing industry with rigorous, unbiased evidence and expert effectiveness guidance. The WARC Podcast publishes a new episode every Tuesday and Thursday. Subscribe to The WARC Podcast here: https://www.warc.com/en/warc-podcasts Sign up to daily WARC News for free: https://www.warc.com/en/latest Book a demo: https://www.warc.com/en/subscribe

How does a 175-year-old news brand thrive in a volatile media economy? Amy Weisenbach, Chief Marketing Officer at The New York Times, joins WARC's Anna Hamill to discuss the strategies behind the publication's outsized revenue growth, as well as how to build brand trust and daily habits across news, games, sports and much more. Guests: Amy Weisenbach, Chief Marketing Officer, New York Times Anna Hamill, Senior Editor, The WARC Podcast Chapters: 00:00 – Intro: The Effective CMO with The New York Times 01:00 – The New York Times by the numbers: subs, ads, longevity 02:07 – What “marketing effectiveness” means at The New York Times 03:24 – Beyond news: Games, The Athletic, Cooking and Wirecutter 08:22 – Building an ecosystem brand: the All Access Bundle strategy 09:32 – Wordle, daily habits and turning free users into subscribers 11:26 – Why early bundle messaging failed – and what actually worked 14:30 – Brand platform explained: “It’s Your World to Understand” 18:00 – One brand, many audiences: readers, subscribers and advertisers 19:27 – Global, national, local: balancing consistency and personalization 21:10 – Trust, misinformation and defending the New York Times brand 23:30 – Durability: protecting core journalism while growing new products 25:43 – Video-first future: NYT’s video and social channel strategy 29:37 – Case study: Taylor Swift, Jay-Z and the 30 greatest songwriters 32:42 – Live events, Wordle game show and the rise of AI in marketing For 40 years, WARC has been providing the marketing industry with rigorous, unbiased evidence and expert effectiveness guidance. The WARC Podcast publishes a new episode every Tuesday and Thursday. Subscribe to The WARC Podcast here: https://www.warc.com/en/warc-podcasts Sign up to daily WARC News for free: https://www.warc.com/en/latest Book a demo: https://www.warc.com/en/subscribe

AI companions, social media concerns and 'comfort spending' are among key trends shaping consumer behaviour in 2026. WARC's Adi Kishore speaks to Stephanie Siew and GWI's Jason Mander about the big changes marketers need to know, based on WARC's 2026 Consumer Trends Report. Guests: Jason Mander, Chief Insight Officer, GWI Stephanie Siew, Analyst, WARC Adi Kishore, Insights Director, WARC Chapters: 0:00 – Intro: WARC Podcast & 2026 Consumer Trends Report 2:03 – Permacrisis: Why Consumer Sentiment Is Fragmented in 2026 3:30 – Trend 1: Uncertainty Fuels Comfort Consumption & “Small Joys” 6:05 – Where Spend Is Shifting: Comfort Food, Streaming, Affordable Luxury 6:27 – Trend 2: AI Redefining Companionship and Emotional Connection 10:06 – Ethics, Safety & Vulnerable Users in AI Companionship 11:57 – Trend 3: Youth Social Media Restrictions & Digital Safety Backlash 13:49 – Influencer Marketing, Regulation & Reaching Gen Z Safely 16:16 – Trend 4: Reassessing “Made in China” & the Rise of Eastfluence 19:15 – Chinese & Asian Brands: Electronics, Beauty, EVs and Culture 20:37 – Trend 5: Generative AI in Content – Efficiency vs Authenticity 22:20 – Consumer Trust, AI Labeling and the Role of Human Creativity 24:15 – Balancing Innovation and Trust in 2026 24:55 – Action Points for CMOs: Where to Start With These 5 Trends For 40 years, WARC has been providing the marketing industry with rigorous, unbiased evidence and expert effectiveness guidance. The WARC Podcast publishes a new episode every Tuesday and Thursday. Subscribe to The WARC Podcast here: https://www.warc.com/en/warc-podcasts Sign up to daily WARC News for free: https://www.warc.com/en/latest Book a demo: https://www.warc.com/en/subscribe