The WARC Podcast

Join David Tiltman, Chief Content Officer at WARC, Alex Brownsell, Head of Content for WARC Media, Aditya Kishore, Insight Director, and Lena Rowland, Content Director for WARC Strategy, as they dive into groundbreaking ideas shaping effectiveness in 2025. Discover the Multiplier Effect’s impact on brand performance, the peril of the Doom Loop from over-reliance on metrics, and the crucial balance between creative consistency and platform demands. They also explore Generative Engine Optimization’s implications for brand visibility in AI-driven marketing.

Tiffany Perkins Munn, Head of Data and Analytics at JPMorgan Chase, and Stephen Whiteside, WARC's Head of Content for the Americas, dive into the evolving landscape of AI and its impact on the customer journey. They discuss how generative engine optimization (GEO) is shaping marketing strategies and the shift from traditional SEO. Tiffany emphasizes the need for brands to foster trust through consumer-generated content while Stephen explores the future of agentic commerce, highlighting its implications for industries like finance and travel.

Leandro Bejeto, Unilever's CMO for Beauty, discusses how Vaseline Verified transformed user-generated content into a community-driven fact-checking initiative. Juliana Richter from Ogilvy reveals the importance of amplifying creator content across various channels while ensuring authenticity. Nils Leonard of The Ordinary challenges beauty marketing norms with a transparency-first approach, promoting real-life engagement over celebrity endorsements. Asad Dunner emphasizes the need to distinguish meaningful DEI conversations from noise, urging clarity and relevance in cultural discussions.

Join Joelle Caputi and YL Jabi from KitKat as they explore the secret sauce behind the brand's enduring success over 90 years. They discuss striking a balance between timeless brand elements and modern relevance. David Masterman and Simon Valcurell reveal the ingenious creation of 'Scammer Granny,' an AI designed to outsmart fraudsters while adding a humorous twist. Katrina Sturton-Dodd shares insights on how brands can foster community and connection in today’s world, encouraging a shift from individualism to belonging.

Becky Owen, CMO at Billion Dollar Boy and expert in creator marketing, joins Alex Brownsell, Head of Content for WARC Media, to dive into the evolving landscape of creator marketing. They discuss the $37 billion projected spending for 2026 and the challenges brands face in demonstrating ROI. The duo explains how creators can collapse the conversion funnel and the importance of distinctiveness in messaging. They also touch on authenticity, the impact of organizational silos, and the need for brands to embrace more collaborative partnerships with creators.

Alexandre Antonello, VP Brand Marketing at Popeyes, dives into how the fast-food titan is navigating economic challenges with innovative marketing strategies. He highlights the importance of blending value and indulgence while cautioning against short-termism in marketing. Antonello discusses leveraging the creator economy, emphasizing authenticity and relationship building with creators. He also shares insights on using AI as a creativity booster without losing the human touch, and the necessity of balancing brand love with ROI in today's dynamic landscape.

Magnus Ekbom, co-founder of Lazada and Group CEO of SEI, shares his rich insights on the evolution of e-commerce in Asia. He highlights the dual influences of China and the West on regional consumer behavior and the pitfalls of a promotion-led marketing ecosystem. Magnus argues that over-reliance on discounts is 'lazy marketing' that can't drive long-term growth. He emphasizes the importance of building brands and sustaining trust while remaining relevant amid market fragmentation, expressing hope for the rise of homegrown brands in the coming years.

Edward Bell, General Manager of Brand, Insight and Marketing Communications at Cathay Pacific, shares insights into the evolving landscape of airline marketing. He highlights how emotion influences half of airline choices and the importance of creating meaningful journeys. Bell discusses the impact of AI, emphasizing the need for brands to adopt a more human approach. He also explores the K-shaped economy's effects on consumer behavior and suggests balancing brand love with product-level marketing to enhance customer connections.

S. Subramanyeswar, Group CEO/CSO APAC at Mullen Lowe Lintas, dives deep into how digital fatigue is reshaping consumer behavior, shifting phones from companions to mere utilities. Rica Facundo, WARC's managing editor in Asia Pacific, connects escapism trends—like nostalgia-driven hobbies and the La Bu Bu phenomenon—to this digital exhaustion. The duo argues for marketers to focus on immersive real-life experiences and emotional connections, ensuring brand stories resonate in a world overwhelmed by algorithms.

Joe Crust, Strategy Director at Leo UK, reveals the innovative approach behind the award-winning Skoda Octavia campaign. He discusses how the brand confronted its practicality-focused image, tapping into the candid conversations on Reddit, particularly the CarTalkUK community. Joe shares lessons learned from previous missteps on the platform, emphasizing the importance of community respect. He highlights the campaign's impressive sales uplift and reflects on how to engage authentically with online communities, offering key takeaways for future brand strategies.