The WARC Podcast
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.
Secrets of breakthrough creativity
From the Insight to Impact event in Denver, WARC’s David Tiltman hears about Heineken’s formula for breakthrough creativity from Alison Payne, discovers the secrets of good strategy from Mischief’s Jeff McCrory, and learns how Marriott Bonvoy Traveller is making content that travels well with Talia Salem. This episode is sponsored by Profound. To learn more, go to tryprofound.com
Guests:
Alison Payne, Chief Marketing Officer - US, Heineken;
Jeff McCrory, Partner and Chief Strategy Officer, Mischief;
Talia Salem, Editorial Strategist; Marriott Bonvoy Traveller
David Tiltman, Chief Content Officer, WARC
Chapte...
The Effective CMO: Mercado Libre's Sean Summers
Mercado Libre is Latin America’s largest fintech and e-retailer. CMO Sean Summers joins WARC's Ann Marie Kerwin to discuss the importance of business impact, how the brand's creative makeover won them multiple Cannes Lions, building a culture of innovation, and what effectiveness means in the e-commerce space.
Guests:
Sean Summers, Chief Marketing Officer / EVP - Mercado Ads, Mercado Libre
Ann Marie Kerwin, Americas Editor, WARC
Supporting Resources:
Mercado Libre: Handshake Hunt https://www.warc.com/en/campaigns/mercado-libre-handshake-hunt-55893db2b5e54e0ab2a5dd9d11943261
Mercado Libre: Franco Returns, We...
Three ways AI is reshaping marketing insights
At the Insight to Impact event, WARC’s David Tiltman discovers how Mondelez’s insights team is using AI with Pam Forbus, examines the need for “marketing engineers” with Profound’s Matthew Huo, and goes deep on synthetic data research with Tracy Adams from the ARF and Keith Smith from the Marketing Science Institute.
This episode is sponsored by Profound. To learn more, go to tryprofound.com
Guests:
Pamela Forbus, Global Chief of Insights & Analytics, Mondelez
Matthew Huo, Product Marketing, Profound
Tracy Adams, Senior Director of Research & Insights, The Advertising Research Foundation
Keith Sm...
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, System1
Paul Simonet, The Whole Brained Marketer
Rory Natkiel, Founder of Box Count & Chair of the Sponsorship Effectiveness Forum
Claire Humphris, Chief Marketing Officer, British Cycling
Caitlin McRoy, Senior Sponsorship Manager at Sage
Nic Pietersma, Group Director of Analytics, Ebiquity
Anthony Jones, Head...
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.com
Guests:
Lore Oxford, Head of Insights Product, Reddit
Douglas Healy, Head of North America Insights, The Kraft Heinz Company
Julio Franco, Chief Cu...
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 A...
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 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 bui...
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. 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...
Reworking strategy's value proposition
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 Thi...
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 Creative
Ann Marie K...
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 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 Percep...
The 'vanilla imperative': Why American ads play it so safe
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
A...
Video: B2B marketing's secret superpower
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 Vi...
Marketing in the K-shaped economy
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...
Bigger isn't always better for creator strategy
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. <...
How Boots is operationalizing creative effectiveness
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
...
The psychological 'pause' reshaping the customer journey
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...
Understanding 'Future Demand' with James Hurman
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<...
The Effective CMO: Instacart's Laura Jones returns
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 Bo...
The multiplier effect of creativity
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...
Revisiting 'How Brands Grow' with Byron Sharp
'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<...
The Effective CMO: Procter & Gamble's Marc Pritchard
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...
Emerging themes in creative effectiveness
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...
Agentic AI and the new delegation of consumer choice
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...
Social media, creators and the 'twin pace' brand
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:
...
Who murdered Madison Avenue?
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...
Beyond vibes: Creator strategies to drive real effectiveness
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 Effective CMO: Uber's Lucinda Barlow
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
...
The great divide: how to overcome marketing silos
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...
Attention is the new architecture for AI visibility
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 Po...
Cultural intelligence matters more than ever
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 br...
The harsh reality of advertising's shift to 'churn and burn'
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 a...
Strategy standouts from Cannes Lions
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...
Mark Ritson versus marketing's 'culture of bullsh*t'
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...
Inside the Cannes Lions Creative Effectiveness jury
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...
How Fitflop broke through the performance plateau
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’...
The Effective CMO: Land O'Lakes' Heather Malenshek
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 f...
Why C-suite alignment is an urgent marketing priority
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 stru...
Live in Cannes: The new, old rules of brand growth
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...
Live in Cannes: Building brands in the efficiency era
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<...
