The WARC Podcast

Andy Pearson, VP of Creative at Liquid Death, the mind behind the brand's viral, provocative marketing. He unpacks why the Super Bowl drives mass awareness and how early planning shaped their 2026 buy. He describes the creative origin of the exploding-heads idea, balancing shock with broadcast rules, and using surprise and shareable social work to amplify reach.

Vanessa Chin, Senior VP of Marketing at System 1, shares data-driven takes on which Super Bowl ads scored in testing. Chris Barth, Principal Strategist at LIONS Advisory, breaks down creative strategy and why safer, brand-aligned spots dominated. They discuss standout work like Pepsi and Novartis, why AI and tech creative struggled, and how emotional, repeatable storytelling wins big.

Jonathan Rigby, Global Chief Strategy Officer at Omnicom Media in New York, talks about systems planning as a replacement for linear media models. He covers orchestration across channels, AI shifting planners toward setting guardrails, the rise of GEO for LLMs, creator strategy versus authenticity, and why creative and media must be reunited.

Lauren Cadman, WPP Media China GM focused on brand desirability in China, and Dennis Potgraven, WPP Media China CSO expert in funnel analytics, discuss mid-funnel weakness and how it erodes differentiation. They cover why awareness alone fails, redefining mid-funnel as desire, category differences like luxury versus FMCG, AI speeding decisions, channel roles across Red/WeChat/Douyin, and practical mid-funnel measurement steps.

Catherine Driscoll, WARC commissioning editor and creator marketing specialist, shares what makes creator work stick. She breaks down creators as creative catalysts and cultural amplifiers. She discusses when to involve creators, risks and role-matching, and how remixable, participatory formats drive momentum. Measurement and choosing credible creators over raw reach also get attention.

Chris Marchegiani, Amazon XCM brand planning lead, shapes customer-centered storytelling. Colleen Howell, VP of Research at Aletheia, specializes in values-based audience segmentation. They discuss how values-driven marketing is defined, Aletheia’s six value types, study design and key findings, how Amazon uncovers motivations, storytelling best practices, and practical ways to target values in media planning.

Richard Shotton, a behavioural scientist and author of 'Hacking the Human Mind,' joins to share insights on how brands leverage behavioural science. He recounts how a blood donation test piqued his interest in marketing. Shotton reveals how successful brands use layered biases for greater impact and shifts in consumer perception, like Red Bull’s unique pricing strategy. He also discusses the effectiveness of charm pricing and memorable slogans, showcasing the profound effects of behavioural principles in driving brand success.

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.

Matt Foley, formerly VP Marketing for American Whiskey and Agave Brands at Pernod Ricard, shares insights on navigating the evolving landscape of premium alcohol marketing. He discusses the importance of brand distinctiveness and the impact of consumer trends like wellness and social intimacy. Matt delves into the role of AI in segmentation and personalized content, while cautioning against losing brand identity. He highlights the power of nostalgia in reviving brands and the potential of escapism in marketing, emphasizing the necessity of authentic creator partnerships.

In this engaging discussion, Leila Fataar, a strategic advisor and founder of Platform 13 with a rich background in culture-driven marketing at Adidas and Diageo, sheds light on what it means for brands to be truly 'in culture.' She introduces her innovative three-layer culture stack and explores how cultural insights can identify latent audiences. Leila emphasizes the importance of engaging with culture early and cautions against over-reliance on generative AI, advocating instead for authentic, social-first experiences that resonate across diverse communities.