Marketing Effectiveness: Perspectives and Challenges

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 © 2024 Sleeping Barber