Advancing Marketing Effectiveness in the USA with WARC's Lexi Wolf

Only 90% of marketers see an ROI boost when they add brand building to performance marketing. Yet American marketers still struggle to prioritize effectiveness over efficiency, with many optimizing for lower costs rather than long-term business growth.

This week, Elena and Rob are joined by Lexi Wolf, Head of Advisory at WARC North America, to explore how marketing effectiveness is gaining momentum in the U.S. Lexi breaks down key findings from WARC's groundbreaking "Multiplier Effect" research, revealing why brand and performance marketing aren't opposing forces but rather complementary strategies that multiply each other's impact. Plus, learn how top marketers create creative platforms that drive both long-term equity and immediate sales.

Topics covered: 

• [01:00] The state of marketing effectiveness in the U.S. versus other regions
• [05:30] Why marketers struggle with marketing marketing itself
• [10:30] How effectiveness principles should be directional, not prescriptive
• [17:00] The "advertising doom loop" and how to escape it
• [20:00] Why strong brands make your entire marketing funnel more efficient
• [24:00] Creating creative platforms that work for both brand and performance
• [32:00] Resources for marketers new to effectiveness principles 

 






To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter. 
 

Resources: 
2023 WARC Report: https://www.warc.com/newsandopinion/opinion/in-the-us-its-time-to-talk-about-marketing-effectiveness/en-gb/6132
The Multiplier Effect Report: https://page.warc.com/the-multiplier-effect-report
 

Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.