The WARC Podcast Best of 2025: Shifting from campaigns to creative platforms
Dec 23, 2025
Dom Boyd, Managing Director of Kantar Insights, shares his expertise on transforming traditional campaign thinking into sustainable creative platforms. He highlights the power of connected creativity, emphasizing its multi-channel synergy and customized strategies to boost brand impact. Boyd also discusses how long-term branding strengthens price sensitivity and illustrates this with examples like Yorkshire Tea. He provides practical steps for integrating creativity and stresses the importance of continuous measurement and testing to optimize brand building.
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Ideas That Flow Across Channels
- Connected creativity means making one idea flow across fragmented, snack-sized media to grow the idea beyond single channels.
- Consistency, distinctive assets and creative channel use act as glue that multiplies impact across paid, owned and earned media.
Integrate And Customize Creative
- Integrate a consistent idea across channels and then customize assets per platform to boost impact.
- Aim for integration plus channel-specific customization to increase brand effect from 38% to 57%.
Synergy Has Grown In Importance
- Synergy between channels has become a larger driver of brand impact, rising from ~18% to ~40% over ten years.
- Using more channels and stronger synergy stacks brand predisposition and competitive advantage.