The WARC Podcast

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.

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.