The WARC Podcast Navigating media strategy in the age of automation
10 snips
Jan 20, 2026 Dan Calladine, a media futures expert and author, dives into the trends shaping media strategies for 2026. He discusses the impact of algorithmic changes on brand engagement and the emergence of search experience optimization across multiple platforms. The podcast also explores the complexities of agentic AI and its implications for retailers. Additionally, Dan highlights the growing role of creators in marketing and how brands are transforming content into shared experiences. He concludes with insights on integrating brands into entertainment and the evolving landscape of audience targeting.
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Algorithms As Gatekeepers
- Algorithms now act as gatekeepers and personalised recommenders for content and ads.
- When the world changes fast, anchor strategy in enduring human motivations like simplicity and social connection.
Search Experience Optimization
- Search has fragmented across apps and LLMs, so optimisation must extend beyond traditional search engines.
- Marketers now need 'search experience optimisation' to appear where people ask questions across platforms.
Buying A Phone Via ChatGPT
- Dan searched for a new phone using ChatGPT and bought one after a tailored prompt and recommendations.
- This personal example shows how LLMs are becoming a first port of call for purchase decisions.