We wrap-up our Effective Outcomes series with a panel discussion. I'm joined by Elizabeth Paul, CSO at The Martin Agency, David Tiltman, SVP at WARC and author and strategist James Hurman. Thanks to WARC for sponsoring.

James Hurman, the former world's top planner and director of the innovation studio Previously Unavailable, shares his insights from 18 months spent in the creative department. He discusses the toxic elements of marketing that can hinder collaboration between strategists and creatives. The conversation shifts to the importance of brand tracking, including innovative methodologies for gathering actionable data. James emphasizes the transformative power of creative collaboration and the significance of measuring brand metrics for effective marketing.

Sue Unerman and Jake Webster discuss the changing media landscape, while Ian Whittaker makes the case for marketing as an investment. James Hurman and Amin Mrini advise on profitable scaling on digital marketplaces. Hannah Gillett highlights the importance of owned channels and an owned-first strategy.