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by WARC
Bold Minds. Bold Moves. Get closer to insights, stories and lessons behind bold marketing with conversations hosted by the world’s leading authority on marketing effectiveness.
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The most recent episodes — sign up to get AI-powered summaries of each one.
- 4 days ago50 min
Marketing research you need to know for 2027
We're digging into new effectiveness research, including new thinking on brand coherence, the resurgence of 'ad awareness' and how to get the most out of sports sponsorships, recorded live at the IPA Effectiveness conference in London. Hosted by WARC's Anna Hamill.Guests:Orlando Wood, Chief Creative Officer, System1Paul Simonet, The Whole Brained MarketerRory Natkiel, Founder of Box Count & Chair of the Sponsorship Effectiveness ForumClaire Humphris, Chief Marketing Officer, British CyclingCaitlin McRoy, Senior Sponsorship Manager at SageNic Pietersma, Group Director of Analytics, EbiquityAnthony Jones, Head of Research, ThinkboxJane Christian, EVP - Analytics, WPP Media UKAnna Hamill, Senior Editor, The WARC PodcastChapters:[00:00] Intro: Live at the IPA Effectiveness Conference[01:29] Creative coherence: putting brands back on top[04:57] How the LLM model evaluates brand characteristics[07:14] Coherent brand character: examples from Red Bull, Guinness, and Cadbury[11:38] Brand coherence in an AI-driven world[17:39] Why ad awareness deserves a closer look[19:41] Ad awareness versus brand awareness[23:27] Research findings: ad awareness, consideration, and causality[28:00] Category differences and planning media to drive awareness[34:45] The sponsorship effectiveness gap[38:10] Sage’s approach: connecting sponsorship to broader brand goals[40:18] Three practices for effective sponsorship measurement[44:04] Long-term partnerships, flexibility, and creative platforms[47:45] Lessons learned, and research resources 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
- 1 weeks ago57 min
Marketing success rests on better insights
Live from the Insights to Impact event, Reddit’s Lore Oxford shares how to get the best insights from the platform, Kraft Heinz’s Doug Healy and Zappi’s Julio Franco share how to make marketers love research, and Newell Brands’ Delicia Cooney discusses the importance of human-centric insights in the AI era. Hosted by WARC's David Tiltman.This episode is sponsored by Profound. To learn more, go to tryprofound.comGuests:Lore Oxford, Head of Insights Product, RedditDouglas Healy, Head of North America Insights, The Kraft Heinz CompanyJulio Franco, Chief Customer Officer, ZappiDelicia Cooney, Senior Insights Director, Newell BrandsDavid Tiltman, Chief Content Officer, WARCChapters:00:00 — Intro: Live from Insights to Impact02:21 — Reddit: What “insight slop” means06:30 — Reddit: Curating data and building analysis frameworks10:29 — Reddit: Trust, human perspectives, and the platform’s growing influence12:43 — Reddit: How brands can listen and activate authentically19:26 — Introducing Kraft Heinz and Zappi’s research partnership20:26 — Kraft Heinz: Moving from overtesting to a learning philosophy25:54 — Why research shouldn’t feel like a creative report card29:51 — Kraft Heinz: Flexible testing, business impact, and lessons learned42:12 — Newell Brands: Rethinking the insights function47:10 — Newell Brands: Building a human-needs framework52:17 — Newell Brands: Reframing existing research and choosing clarity 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
- 1 weeks ago27 min
A $1.3 trillion question: the rise of AI media
The future of AI media still feels uncertain: a goldrush where no one knows where to dig. A new report from WARC Media examines whether fragmenting attention leads to a concentration of monetisation in the advertising market and consider what this might mean for the next era of AI media. WARC's Alex Brownsell discusses the impact with Debra Aho Williamson.Chapters:[00:00] — Intro: How AI Media Could Reshape the $1.3 Trillion Ad Market[01:58] — Why WARC Is Measuring AI’s Impact on Advertising Investment[03:30] — What Is AI Media? ChatGPT, Google, and Amazon as Ad Channels[05:00] — Fragmented Consumer Attention and Concentrated Digital Ad Spend[07:23] — Why Google, Meta, and Amazon Attract Advertiser Investment[11:42] — Three Scenarios for AI’s Impact on the Advertising Market[13:58] — Could OpenAI Become a New AI Advertising Leader?[16:19] — Will AI Expand Digital Advertising or Replace Existing Channels?[18:45] — Why Incumbent Platforms May Benefit Most From AI[21:53] — How Consumer Behavior Will Shape the Future of AI Media[22:45] — Why WARC Used Visual Storytelling for the Sightlines Report[26:05] — Where to Read Sightlines and Hear the Report Presented 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
- 2 weeks ago41 min
Why more strategists are going independent
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 CapitalDavid Tiltman, Chief Content Officer, WARCChapters: — Intro: Why more senior strategists are going indie — Why independent strategists are finding success — How to build a independent strategy consultancy — Reclaiming power and confidence — Value propositions for strategy beyond ad briefs — Is the independent strategy market becoming more competitive? — New opportunities in brand strategy consulting — Strategic planning for business pivots and growth — Making brand strategy Board-ready — How CMOs Can drive growth beyond advertising — Finding hidden strengths — Productized strategy vs. bespoke consulting — Using AI to improve marketing workflows — 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
- 2 weeks ago36 min
Strategy beyond the ad brief
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. WARC's Lena Roland speaks to Erich Joachimsthaler, founder and CEO at VIVALDI, about 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, WARCChapters:00:00 - Intro: Why strategists are moving upstream03:23 - AI and the changing source of competitive advantage04:40 - Finding growth beyond existing categories06:47 - Demand spaces vs. traditional market segmentation09:23 - Goodles: uncovering adult demand for mac and cheese11:29 - Rhode skincare: building a brand around a simpler routine14:41 - Demand-led portfolio strategy and product innovation16:59 - Tesla: meeting demand for luxury and sustainability19:10 - Where to compete vs. how to compete20:20 - Figma: redefining design software through collaboration22:05 - How to spot market shifts, workarounds, and new demand23:49 - Liquid Death: brand differentiation and copycat risk27:32 - How consumer needs, technology, and regulation create markets30:11 - 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
- 3 weeks ago36 min
Reworking strategy's value proposition
How can strategy deliver measurable business value? Catherine Driscoll speaks with Martin Beverley (Ace of Hearts) and Baiba Matisone (Planning Folklore) 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, Founder, Planning FolkloreCatherine Driscoll, Commissioning Editor - EMEA, WARCChapters: — Intro: Strategy's Commercial Calue in 2026 — Why Time-Based Agency Fees Undervalue Creative Strategy — Value-Based Pricing and Bespoke Agency Models — Four Agency Pricing Models: Outputs, Outcomes, IP and Equity — Systems Thinking for Client-Centered Strategy — How to Demonstrate the Business Value of Strategy — Helping CMOs Make the Case for Strategy to the Board — Applying Creativity Beyond Advertising — Timeless Marketing Principles vs. Industry Trends — AI, Critical Thinking and the Future of Strategy Skills — Why Brand Distinctiveness Matters More in the AI Era — 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
- 3 weeks ago37 min
Is AI a strategist's friend or foe?
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 CreativeAnn 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-1dbdbd7a20454b65b97470b36407f6e8The 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-c3a1888f29e6467299bf892259f1b7e1The 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
- Oct 1, 202637 min
The hidden powers of out of home media
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 MediaSteve Bernard, Head of Insight, Ocean OutdoorAlex Brownsell, Head of Content, WARC MediaChapters:00:00 — Intro: The Hidden Powers of Out-of-Home Media01:47 — Meet the Guests: WPP Media's Richard Kirk & Ocean Outdoor's Steve Bernard02:10 — Media Signaling: How Channels Shape Brand Perceptions06:07 — Why Out-of-Home Advertising Needs Format-Level Research09:38 — Attention vs. Signaling: Two Measures of Media Quality12:16 — UK Digital Out-of-Home: Premium Formats and 3D Creative14:53 — How the Out-of-Home Signaling Study Was Conducted16:36 — Study Results: Premium OOH, Iconic Formats, and TV19:15 — Using Brand Signaling to Justify Premium Media CPMs23:20 — How Premium OOH Can Amplify Omnichannel Campaigns25:43 — What Signaling Research Means for Media Planners28:46 — Key Takeaways: Trust, Reach, and Attentive Signaling32:02 — 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
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About The WARC Podcast
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