The WARC Podcast

A fierce debate has broken out about the definition of television in 2025. Should TV advertising be defined by format, device or media owner? WARC's David Tiltman and Alex Brownsell are joined by guest editor Omar Oakes to examine the evidence.

Les Binet, a powerhouse in marketing effectiveness, recently ventured solo after years leading agency strategies, and Sarah Carter, a global planning guru with a treasure trove of IPA awards, join the conversation. They delve into the shifting landscape of marketing, emphasizing the need for tangible results amidst complex data. The duo reflects on their iconic partnership, the emotional resonance in branding, and how AI is reshaping marketing tactics. Their insights reveal both the opportunities and challenges facing brands in this dynamic era.

In this discussion, Ann Marie Kerwin, Work America's Editor at WARC, emphasizes the importance of brands creating new usage occasions to combat consumer reluctance to spend. She shares compelling case studies, such as brands capitalizing on festive moments to boost sales. The conversation also explores how versatility can reshape consumer perceptions, featuring brands like Baileys and Magnum Ice Cream. Additionally, they touch on the power of rituals in marketing, highlighting innovative strategies that forge deeper connections with consumers.

Dan Wilson, Co-Founder and Chief Data Officer of Charlie Oscar, shares his expertise on measuring influencer effectiveness. He dives into the distinct roles of influencers vs. creators in marketing, revealing how both contribute uniquely to brand strategies. Wilson discusses the rise of influencer marketing, the challenges of measuring success, and the advantages of video content. He emphasizes the importance of quality reach over mere views and the strategic advantages of niche influencers in driving revenue.

Join award-winning brand strategist Benoit Wiesser and sustainable marketing expert Alexis Eyre as they tackle the balance between growth and sustainability in marketing. They emphasize a new definition of effectiveness that merges profitability with social and environmental impact. The duo discusses innovative approaches, showcasing case studies of brands enhancing consumer engagement through social responsibility. They advocate for a marketing framework that not only drives commercial success but also promotes positive change in society.

Dive into the latest trends in creative effectiveness for 2025! Discover how AI is reshaping creativity in marketing and the importance of long-term brand building, with examples like Apple and Dove. Humor is highlighted as a powerful tool for audience engagement, even in challenging times. Learn how non-traditional brands are innovating marketing strategies, and see how authenticity and cultural relevance drive impactful campaigns. This insightful discussion unveils what really makes creativity resonate in today's landscape.

Rajdeepak Das, CCO of Publicis Groupe South Asia, dives into the world of creative effectiveness. He discusses how Leo India, ranked the top ad agency for effectiveness, embraces adaptability amid challenges. The conversation highlights enhancing collaboration between creatives and strategists to impact lives positively. Das also shares insights on a successful Gatorade campaign that revitalized urban spaces and emphasizes the need to embrace chaos in the creative process, showcasing AI and data as allies in innovation.

Kristine Segrist, Global Head of Consumer Marketing at Canva, reveals the transformative journey of Canva from a startup to a global design leader. She discusses how community feedback and tailored marketing strategies fuel growth and adapt to diverse markets. Kristine also dives into Canva's ambitious goal of reaching one billion users, emphasizing the role of user feedback and storytelling. Furthermore, she explores how generative AI enhances creativity while maintaining authenticity in marketing.

Sam Carter, the CEO of Fospha, dives into the complexities of brand building in e-commerce. He discusses how essential brand equity is for commercial success and the tension between immediate sales and long-term growth. Carter shares insights on the necessity for startups to shift from performance marketing to comprehensive branding, offering strategies for budget allocation. The conversation also touches on the concept of 'digital rent' in brand awareness and the need for tailored approaches in brand advertising, as well as innovations in data analysis tools.

Industry legend Sir John Hegarty shares his insights on the vibrant intersection of creativity and business. He discusses the transformative power of storytelling, the necessity of embracing individuality, and how positive language can spark innovation. Hegarty also emphasizes a shift away from a strict reliance on data, illustrating how creativity drives true industry change. Plus, he explores the role of AI in marketing, advocating for genuine brand engagement over merely tech-driven content, and even manages to weave in a connection to Taylor Swift!