The WARC Podcast Cannes Day 4: Not all reach is created equal
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Jun 19, 2025 This discussion features Felipe Thomaz, an Associate Professor of Marketing at the University of Oxford, Gurdeep Puri, a Founding Partner at the Effectiveness Partnership, and Dione Song, CEO of Love Bonito. They delve into groundbreaking research revealing that not all media reach is created equal. The conversation highlights Love Bonito's expansion strategies and the importance of tailored marketing approaches. Emphasizing the need for authenticity and long-term growth, they explore how brands can balance agility with strategic development in a rapidly changing landscape.
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Purchase Decisions Mostly Pre-Made
- Most purchase decisions (84%) are made before consumers consciously trade off brands at the point of purchase.
- Mass reach is important but must focus on sustained brand preference over mid-journey conversion efforts.
Power of Earned & Owned Media
- Earned, shared, and owned media are three times more influential than paid media during active brand choice stages.
- Paid media is weaker at changing decisions mid-journey, yet most clients still rely heavily on it in these stages.
Strategic Reach Buying Needed
- Reach provides scale but must be bought strategically to target intended audiences effectively.
- Different media channels vary in their ability to shift consumer mindset depending on category and audience type.