The WARC Podcast Do marketers need to think like engineers?
8 snips
Sep 25, 2025 Sorin Patilinet, a marketing effectiveness practitioner and former lead at Mars and PepsiCo, shares insights from his book, Marketing Effectiveness. He discusses the transition from engineering to marketing, advocating for a structured, data-driven mindset. Sorin distinguishes between marketing and advertising effectiveness, emphasizing the four Ps as essential tools. He also explores the importance of consumer insights in product development, strategic pricing, and the role of effective data in shaping marketing strategies.
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How Advertising Sparked A Career
- Sorin fell in love with advertising during university after attending Night of Ad Eaters and it shaped his career choice.
- Growing up in post-communist Romania made Western brands feel revelatory and inspired his dedication to marketing.
Bridging Theory And Practice
- Sorin wrote Marketing Effectiveness to fill a practical gap between academic theory and brand-side application.
- He aimed to produce the book he wished he had 15 years ago: simple, practical, and implementable.
Marketing Beyond Advertising
- Marketing effectiveness is broader than advertising effectiveness and includes baseline, promotions, distribution, and pricing.
- Media often explains only 5–10% of annual sales, so other levers usually matter more.
