The WARC Podcast

Kate Scott-Dawkins, Global President of Business Intelligence at WPP Media, and James McDonald, Director of Data Intelligence at WARC, dive into the evolving ad landscape. They explore how ad spending is rising despite economic detachment, powered by AI and significant events like the FIFA World Cup. Kate discusses the shifting impact of tariffs and the concentration of growth among tech giants. The duo also highlights retail's ad boom, the K-shaped economy's effects, and the tensions between commerce media and traditional platforms, painting a complex picture of the future.

Join Joe Burns, a strategy lead known for his insights on creativity, Tomas Gonsorcik, a Chief Strategy Officer passionate about mentorship, and Elizabeth Paul, an advocate for high-value strategic positioning. They dive into the evolving role of strategists in a digital age. The conversation touches on the paradox of rising demand for strategy amid declining confidence, the impact of AI on traditional roles, and the importance of reframing briefs. They emphasize fostering a culture of boldness and curiosity to drive innovative strategies.

This discussion features Ken Favaro, Chief Strategy Officer at BERA.ai, and Michael Reh, Head of Data Science at BERA.ai. They explore how brand equity acts as a predictor of growth, breaking down the FRMU framework—familiarity, regard, meaningfulness, uniqueness. Michael highlights research linking brand perception with revenue and pricing power, emphasizing that meaningfulness significantly influences profitability. Ken advocates for third-party validation of brand metrics to strengthen marketing strategies, and they share practical tips for connecting brand equity to sales.

In this insightful discussion, Dr. Grace Kite, founder of Magic Numbers and expert in marketing effectiveness, teams up with Tom Roach, VP of Brand Strategy at Jellyfish, to dissect the fragmented media landscape. They explore how ad spend is shifting from high-reach TV to numerous low-reach digital channels, emphasizing the need for coherent cross-channel strategies. Grace introduces the 'lots of little' concept to build big effects from small exposures, while Tom highlights the challenge of creating numerous platform-specific assets without losing brand consistency.

Felipe Thomaz, an Associate Professor of Marketing at Oxford, dives into transformative research on media reach and campaign effectiveness. He challenges traditional beliefs about maximizing reach, arguing that context and brand objectives play crucial roles in campaign success. Felipe introduces the concept of archetypes for media planning and discusses the complexities of influenceability across age groups and categories. He reveals the surprising consequences of activating every channel, emphasizing informed decision-making over one-size-fits-all strategies.

Dom Boyd, Managing Director of Kantar Insights, shares his expertise on transforming traditional campaign thinking into sustainable creative platforms. He highlights the power of connected creativity, emphasizing its multi-channel synergy and customized strategies to boost brand impact. Boyd also discusses how long-term branding strengthens price sensitivity and illustrates this with examples like Yorkshire Tea. He provides practical steps for integrating creativity and stresses the importance of continuous measurement and testing to optimize brand building.

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.