The WARC Podcast

Join Rica Facundo, Managing Editor of WARC Asia Pacific and CX strategy expert, as she dives into the critical customer experience gap. Rica reveals that a staggering $3.7 trillion is at stake, with over half of customers ditching brands after a single bad experience. She emphasizes the need for marketers to treat CX as key to brand building, breaking down silos with shared metrics. Discover why emotion should remain in customer interactions, and how innovative approaches can transform brand journeys, particularly in today’s AI-driven landscape.

Caroline Giegerich, VP of AI & Marketing Innovation at IAB, and Jillian Ryan, Senior Manager at Intuit Mailchimp, unpack the AI landscape for mid-market brands. They discuss the importance of AI as a force multiplier, enabling smaller teams to thrive with enhanced capabilities. Challenges like hiring and skill gaps emerge as key hurdles. Both guests emphasize the need for clean data, leadership support, and a culture of experimentation in AI adoption, encouraging marketers to start small and iterate.

Vaniele Casimir, Editor at WARC and co-author of the What's Working In report on employee engagement, reveals how engaged employees can transform a brand's success. She discusses defining employee engagement, its impact on customer experience, and how it drives profitability. Vaniele highlights innovative case studies, including McDonald's creative campaigns for Gen Z. She emphasizes the importance of involving employees in campaigns and treating them as internal stakeholders, ultimately positioning them as brand ambassadors for greater loyalty and retention.

Shane O'Leary, Marketing Director at Zoetis, and Gemma Spence, CEO of Marketplaces at VML, dive into the transformative world of generative engine optimization. They define GEO's nuances compared to SEO and discuss the changing landscape of content citation influenced by LLMs. With insights on the importance of earning trust through PR and authentic mentions, they also explore how platforms like Reddit play a pivotal role. Listeners will learn about new KPIs for success and the evolving marketing funnel in an AI-driven ecosystem.

In this discussion, Henry Innis, Co-founder and CEO of Mutinex, shares insights on the dynamic landscape of marketing measurement. He emphasizes the importance of fast, governed marketing mix modeling (MMM) and how it can drive growth. Henry explores the intersection of MMM, digital attribution, and experimentation. He argues for a unified approach to brand and performance objectives, critiques standard ROI measures, and discusses the potential of AI in revolutionizing measurement strategies. His insights shed light on the future of marketing analytics.

Biprorshee Das, India Editor at WARC and author of the 'What's Working in Festival Marketing' report, joins Rica Facundo to explore the high stakes of festive marketing. They discuss how brands can create meaningful connections instead of adding to seasonal noise. Biprorshee highlights effective storytelling, the innovative use of technology, and fresh, frugal creativity. They also examine the blend of tradition and modernity, suggesting that festivals should be experiential rather than discount-driven, turning marketing into a cultural celebration.

Angela Voss, CEO of Marketing Architects, specializes in television advertising and marketing effectiveness. Joined by Alex Brownsell, WARC Media's Head of Content, they discuss the often-overlooked power of TV as a full-funnel channel. They emphasize the importance of evidence-based marketing and how TV can drive both immediate sales and long-term brand memory. With shifting viewing habits and the rise of streaming, they tackle the measurement gaps and advocate for a balanced investment in brand and performance for optimal ROI.

Les Binet, an expert in advertising effectiveness, and Alastair Macrow, former Global CMO and CEO of McDonald’s UK & Ireland, discuss the critical balance between efficiency and effectiveness. They reveal that budget matters significantly more than creative ROI. Alastair shares insights on transitioning from marketing to leadership, emphasizing the importance of using effectiveness language in boardrooms. They explore how smaller brands can compete through strategic regional campaigns, while also advocating for bravery in investing for long-term growth.

This episode features Dom Charles, Managing Director at Wavemaker UK, who shares groundbreaking insights on influencer effectiveness, highlighting their strong short-term ROI and lasting brand impact through trust and creator fit. Roscoe Williamson from MassiveMusic reveals that engaging music can boost ROMI by up to 32%, emphasizing its role in increasing perceived product value. Finally, Will Lion discusses AI's role in creativity, warning against sameness while advocating for its use as inspiration to enhance brand distinctiveness.

Tomas Gonsorcik, Chief Strategy Officer at DDB Worldwide, discusses the need to treat strategy as a talent-driven service. Joe Burns, Strategy Lead at Agency Quality Meets, highlights the challenges of free thinking in the age of AI, urging strategists to redefine value. Elizabeth Paul, CSO at the Martin Agency, emphasizes building trust and the importance of strategic depth over hurried tasks. Together, they explore how to reclaim strategic work, navigate change, and preserve human creativity, all while adapting to an evolving marketing landscape.