The WARC Podcast Marketing is in a golden age of effectiveness.. or is it?
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Sep 4, 2025 Les Binet, a powerhouse in marketing effectiveness, recently ventured solo after years leading agency strategies, and Sarah Carter, a global planning guru with a treasure trove of IPA awards, join the conversation. They delve into the shifting landscape of marketing, emphasizing the need for tangible results amidst complex data. The duo reflects on their iconic partnership, the emotional resonance in branding, and how AI is reshaping marketing tactics. Their insights reveal both the opportunities and challenges facing brands in this dynamic era.
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Origins Of A Long Partnership
- Les and Sarah met at BMP and accidentally formed a decades-long partnership after small, early interactions.
- Their sofa conversations and joint work on IPA papers grew into a deep, complementary collaboration shaping many effectiveness ideas.
Effectiveness Is Still Business Outcomes
- Core effectiveness hasn't changed: it's about business results like sales, market share, profit and cash flow.
- Everything else (methods, metrics) are merely means to drive these financial outcomes.
More Data Can Hide The Signal
- More granular data today reveals lots of noise that can obscure real signals in marketing.
- Having more measurements can make it harder, not easier, to find the true effect of activity.
