The Marketing Architects

Catherine Walstad, Chief Media Officer at Marketing Architects, joins the conversation to unravel the complexities of Connected TV (CTV) advertising. With CTV ad revenue projected to soar, she discusses major advertiser concerns about transparency and ROI. Catherine emphasizes the dual role of CTV in both brand and performance marketing, while also addressing the challenges of measurement and high CPMs. The chat also dives into emerging trends like shoppable ads, making it clear that CTV is a pivotal part of modern advertising strategies.

Welcome to Nerd Alert, a series of special episodes bridging the gap between marketing academia and practitioners. We’re breaking down highly involved, complex research into plain language and takeaways any marketer can use.In this episode, Elena and Rob explore how humor in advertising drives stronger brand recall and sales despite its 37% decline over the past two decades. They reveal why creating memorable, relatable comedy leads to measurable business results.Topics covered:   [01:00] "What's Working in Humorous Advertising"[02:30] The decline of humor in modern advertising[03:45] Data proving funny ads outperform competitors[05:10] How humor magnifies brand memories[06:05] Why humor drives brand fame[07:20] Balancing humor with brand connection  To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.  Resources: WARC. (2025). What’s Working in Humorous Advertising. WARC Strategy. Retrieved from WARC.  Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.

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/6132The 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.

Welcome to Nerd Alert, a series of special episodes bridging the gap between marketing academia and practitioners. We’re breaking down highly involved, complex research into plain language and takeaways any marketer can use.In this episode, Elena and Rob uncover what design elements actually drive direct mail success. They explore research showing that opening and keeping mail require different strategies, with personalization playing a critical role in campaign effectiveness.Topics covered: [01:00] "The Effects of Mailing Design Characteristics on Direct Mail Campaign Performance"[02:45] The impact of extreme personalization[03:40] Why opening rates don't correlate with keeping rates[05:10] Design elements that increase open rates[06:00] Features that make people keep mail instead of tossing it[07:30] Finding the balance between brand building and direct response  To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter  Resources: Feld, S., Frenzen, H., Krafft, M., Peters, K., & Verhoef, P. C. (2013). The effects of mailing design characteristics on direct mail campaign performance.International Journal of Research in Marketing, 30(2), 143-159. https://doi.org/10.1016/j.ijresmar.2012.07.003  Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.

AI video tools have created lifelike Coca-Cola trucks, festive scenes, and even Angela's face in today's episode. These jaw-dropping demonstrations highlight how rapidly AI video has evolved and the debate this technology is creating.This week, Elena and Rob are joined by Seth Woodall, Director of AI Visual Arts at Misfits & Machines and creator of the viral "Pepperoni Hug Spot" commercial. Together, they explore the state of AI video creation, misconceptions about the technology, and what's next for marketers looking to incorporate these tools. Plus, discover why AI-powered creative techniques will become standard production methods and indistinguishable from traditionally created work.Topics covered: [01:00] The controversy behind Coca-Cola's AI holiday commercial[07:00] How Seth created the viral "Pepperoni Hug Spot" AI commercial[15:45] Why AI video expertise is hard to find in traditional agencies[18:00] Predictions for AI video quality improvements[21:30] AI tools like Comfy UI, Flux and LoRAs[26:00] Common misconceptions about how AI video is created[29:30] The democratization of high-quality video creation  To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.  Resources: NBC News 2024 Article: https://www.nbcnews.com/tech/innovation/coca-cola-causes-controversy-ai-made-ad-rcna180665Pepperoni Hug Spot Commercial: https://www.youtube.com/watch?v=qSewd6Iaj6I Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.

This discussion dives into the Dirichlet model, challenging the notion of deep brand loyalty. It reveals that many consumers buy infrequently and are more influenced by brand accessibility than emotional connections. Marketers learn that expanding reach is crucial as acquisition drives loyalty, not the other way around. An eye-opening look at Coca-Cola shows that a large chunk of sales comes from occasional buyers, reshaping the way brands should approach their marketing strategies.

In Peter Field's article "Challenger Thinking is How Brands Drive Growth," he states that challenger brands aren't born just from unique founders or lucky circumstances. Challenger thinking is actually how brands grow.This week, Elena and Angela are joined by Marketing Architects founder Chuck Hengel to talk about marketing like a challenger brand. Chuck shares stories from creating and marketing HurryCane (the first walking cane to stand on its own) and Stuffies (a children's toy with hidden pockets), revealing key insights about broad audience targeting, distinctive brand assets, and why every department contributes to marketing success.Topics covered: [01:00] What defines a challenger brand[04:45] Why marketing should connect to every business function[09:00] The consumer insight that created the HurryCane[14:00] The importance of brand fame and broad mental availability[16:00] Finding and targeting the right audience for Stuffies[22:00] The power of "smashable branding" and distinctive assets  To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.  Resources:  The Challenger Project Article: https://thechallengerproject.com/blog/2019/peter-field-on-challenger-brands?utm_source=chatgpt.com Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.

Welcome to Nerd Alert, a series of special episodes bridging the gap between marketing academia and practitioners. We’re breaking down highly involved, complex research into plain language and takeaways any marketer can use.In this episode, Elena and Rob explore why the brand versus performance debate misses the point. They discover that integrating both approaches creates a powerful multiplier effect that can boost revenue ROI by up to 90%.Topics covered:   [01:00] "The Multiplier Effect: A CMO's Guide to Brand Building in the Performance Era"[03:00] The performance plateau problem[04:00] Revenue ROI declines 40% when brand building stops[05:00] Brand and performance integration increases ROI by 25-100%[06:00] The best brands allocate 40-60% to brand building[06:45] Paid search is over-credited by 190% in conversions To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.  Resources: WARC, Analytic Partners, BERA.ai, Prophet, & System1. (2025). The Multiplier Effect: A CMO’s Guide to Brand Building in the Performance Era. WARC.  Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.

Stories capture human attention like nothing else. The best advertising doesn't just explain features, it creates emotional connections that make your message stick. When brands tell compelling stories, they're perceived as more trustworthy than those relying on straightforward product messaging.Elena, Angela, and Rob explore the science behind storytelling in marketing, from neurological engagement to the Hero's Journey framework. They discuss balancing emotional narratives with practical information in TV ads and share standout examples from Progressive's "Parentamorphosis" campaign to P&G's emotional "Thank You, Mom" ads shared during the Olympics.Topics covered: [03:00] Research supporting storytelling in advertising[05:00] Why humans naturally gravitate toward stories[07:00] Understanding the Hero's Journey framework[10:00] Balancing emotion with practical information in TV ads[15:00] Examples of effective storytelling in advertising[21:00] Testing your knowledge of iconic story plots  To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.  Resources:  Visual Storytelling in Advertising Study: https://www.arcjournals.org/pdfs/ijhsse/v7-i10/15.pdf?utm_source=chatgpt.comThe Role of Storytelling in Advertising Study: https://www.researchgate.net/publication/338558049_The_role_of_storytelling_in_advertising_Consumer_emotion_narrative_engagement_level_and_word-of-mouth_intentionThe Influence of Storytelling on The Consumer–Brand Relationship Experience Study: https://link.springer.com/article/10.1057/s41270-021-00149-0?utm_source=chatgpt.com Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.

Welcome to Nerd Alert, a series of special episodes bridging the gap between marketing academia and practitioners. We’re breaking down highly involved, complex research into plain language and takeaways any marketer can use.In this episode, Elena and Rob explore how brand salience differs from simple awareness. They reveal why connecting your brand to multiple buying situations matters more than basic brand recognition or even brand love.Topics covered:   [01:00] "Conceptualizing and Measuring Brand Salience"[02:15] The difference between awareness and salience[03:20] Why Disney masters multiple brand touchpoints[04:40] Brand attitude vs. buying behavior[05:30] How Coca-Cola builds salience through situational triggers[06:45] Using brand cues to improve mental availability  To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.  Resources: Romaniuk, Jenni, & Sharp, Byron. (2004). Conceptualizing and measuring brand salience. Marketing Theory, 4(4), 327-342. https://doi.org/10.1177/1470593104047643  Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.