Guests Ken Favaro, Chief Strategy Officer at BERA.ai, and Joanna Seddon, Managing Director at Prescient and CEO of the Marketing Accountability Standards Board, discuss the evolving landscape of marketing post-economic reset. They explore the vital role of brand equity in building consumer relationships and stabilizing prices. The conversation emphasizes bridging gaps between marketing and finance to showcase branding’s financial benefits. They also highlight the importance of consumer insights and emotional connections for navigating economic challenges and driving profitability.

Today we'll be deep diving into one of five of the big themes in the Marketer’s Toolkit 2025 for marketers in the EMEA region. Discussing the theme of the age of atomisation are Mark Anderson, customer and commercial consultant, and Tom Johnson, managing director at Trajectory. The Marketer’s Toolkit 2025 is here: the fourteenth edition of the report draws out five major trends that will define strategic planning, based on an extensive global survey of practitioners. WARC members can ⁠read the full report here⁠. If you’re not yet a member, you can find a ⁠sample of the report here⁠.

Today we'll be deep diving into one of five of the big themes in the Marketer’s Toolkit 2025 for marketers in the APAC region. Discussing the theme of closing the brand experience gap are Nithi Kumar, regional head for customer experience at Kantar and Dan Krigstein, director at the Growth Distillery. The Marketer’s Toolkit 2025 is here: the fourteenth edition of the report draws out five major trends that will define strategic planning, based on an extensive global survey of practitioners. WARC members can read the full report here. If you’re not yet a member, you can find a sample of the report here.

Chloe Markowicz, Editor at Contagious, shares effective social media strategies, emphasizing genuine engagement and community involvement. Friederike Offermanns, Global Communication Manager at Heineken, discusses cultivating a culture of creative effectiveness. Tom Standage from The Economist highlights macro trends shaping 2025, including the impacts of economic policies and the evolving creator economy. The conversation dives into the importance of long-term partnerships and innovative campaigns that resonate with audiences amid uncertainty.

Mimi Turner, Head of Marketplace Innovation at LinkedIn, Harjot Singh, Global Chief Strategy Officer at McCann, and James Hankins, Global VP Marketing at SAGE, dive into the significance of customer promises in B2B marketing. They discuss insights from an 18-month study revealing that value-driven promises outperform brand positioning. The trio emphasizes the need for emotional connections, authentic commitments, and the evolving nature of B2B strategies. They also highlight successful campaigns like ProCell, showcasing how addressing hidden costs can enhance brand trust and performance.

In this insightful discussion, Alex Jenkins, Editorial Director at Contagious, delves into AI's transformative role in creativity and marketing, exploring the balance between automation and human touch. Ali Hanan, CEO of Creative Equals, tackles the pressing challenges of DEI in marketing amidst activism, emphasizing the importance of inclusivity. Kian Bakhtiari, founder of The People, shares compelling insights into Gen Z's nostalgic tendencies and their impact on consumer behavior, revealing how brands can connect meaningfully with this unique generation.

Rica Facundo hosts Sonja Prokopec, Associate Dean at ESSEC Business School and luxury market expert, alongside Zoe Chen, Strategy Director at VIRTUE Worldwide. They dive into the rapidly evolving luxury scene in Asia, exploring how younger consumers are redefining what luxury means. The conversation highlights India’s emerging luxury market, the rise of local brands, and the shift towards sustainable practices. They also discuss the delicate balance between exclusivity and accessibility, showcasing how cultural heritage plays a pivotal role in shaping modern luxury.

In this engaging discussion, Sarah Mansfield, former VP of Global Media at Unilever, and Gerry D’Angelo, former VP of Global Media at Procter & Gamble, delve into the shifting landscape of media effectiveness. They tackle the evolving perception of paid media from a cost to a strategic investment, the challenges of measuring effectiveness, and the nuanced differences between traditional and D2C brands. They also address the complexities of attention measurement and the pressing need for standardized metrics to enhance trust in media strategies.

Paul Greenwood, Global Head of Research and Insights at We Are Social, shares his expertise on the evolving creator economy. He discusses key trends affecting influencer marketing, revealing a shift from text-based to visually-driven content. The podcast dives into the tension between relatable realism and extreme influence among creators. Greenwood highlights the need for authenticity in brand collaborations and the challenges of navigating a saturated landscape, where engagement and originality are essential for success.

George Hammer, Global Head of Luxury Marketing at Marriott International, oversees the branding for upscale names like St. Regis and Ritz-Carlton. He discusses the future of luxury travel, emphasizing the need for personalized experiences and innovative marketing strategies. Hammer delves into how AI can enhance creativity while maintaining authenticity. He also highlights the recovery of luxury travel post-pandemic and the importance of building emotional connections with younger, curious travelers.