The topic of marketing effectiveness has become quite polarized, particularly here in North America. While some embrace it, others find it too theoretical. In this episode, we're joined by David Tillman, SVP Content at WARC, to delve into Mark Ritson’s recent article, which highlights a critique of (North) American marketers for lagging on the principles of marketing effectiveness. We also take this opportunity to discuss the Contagious NYC event that is happening on January 24th.
We hope you enjoy the show!
Our Guest
David Tiltman
SVP Content @ WARC
Host of the WARC Podcast
David’s LinkedIn https://www.linkedin.com/in/david-tiltman-5a2a6614/
WARC: https://www.linkedin.com/company/warc/
Our Hosts:
Follow our updates here: https://www.linkedin.com/company/sleeping-barber/
Get in touch with our hosts:
Marc Binkley: https://www.linkedin.com/in/marcbinkley/
Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/
Links:
Most Contagious Event: https://contagious.swoogo.com/mostcontagiousnewyork
WARC https://www.warc.com/
Mark Ritson & Fergus OCarol talk about his controversial column https://www.onstrategyshowcase.com/episode/mark-ritson-talks-about-his-controversial-column-in-marketing-week
About Most Contagious Jan 2024 in NYC https://contagious.swoogo.com/mostcontagiousnewyork/4338022?ref=Creative+Impact
How Brands Grow https://marketingscience.info/how-brands-grow/
The Long & Short of It https://ipa.co.uk/knowledge/publications-reports/the-long-and-the-short-of-it-balancing-short-and-long-term-marketing-strategies
James Hurman’s Creative Effectiveness Ladder https://www.warc.com/newsandopinion/news/cannes-lions-and-warc-reveal-secrets-to-creative-effectiveness/43765
5/95 Rule https://www.marketingweek.com/peter-weinberg-jon-lombardo-95-5-rule/
Category Entry Points https://business.linkedin.com/marketing-solutions/b2b-institute/cep-in-b2b
Building Distinctive Assets https://marketingscience.info/building-distinctive-brand-assets/
Promise to the Customers https://business.linkedin.com/marketing-solutions/b2b-institute/making-a-promise-to-the-customer
Mark Riston’s article about America falling behind https://www.marketingweek.com/effectiveness-ignorance-american-marketing/
Timestamps:
0:44 - Introduction to David Tiltman
2:34 - How WARC, Lions and Contagious fit under the Ascential banner
9:02 - What does marketing effectiveness mean?
14:26 - Rather than effectiveness, maybe we need to ask how we’ll drive business value.
19:17 - Do marketers need a common set of KPIs, concepts and terms?
27:35 - Good starting points to dig into marketing effectiveness
31:45 - WARC’s increasing commitment to the US in 2024
36:44 - About the Jan 2024 Most Contagious Event in NYC
44:15 - How to find out more about David & WARC’s increasing commitment
47:02 - Post Pod with V and Marc
Where to Listen:
Apple Podcasts: https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324
Spotify: https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF?si=7083317d5afd488b
Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw?sa=X&ved=2ahUKEwji_oSOopP-AhXnlo4IHTZKBgYQ9sEGegQIARAC
Youtube: https://www.youtube.com/@sleepingbarberpodcast
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