The WARC Podcast

Which work made the podium in this year's regional WARC Awards? WARC's John Bizzell and Anna Hamill dig into the highlights. See all the winners across regions on our awards page.

Omar Oakes, founder of OOmph and seasoned media journalist, joins Jamie Credland, CEO of World Media Group and advocate for trusted journalism. They dive into the strained relationship between advertising and news media, revealing the decline in ad spend on hard news and its implications. The rise of creator journalists is also discussed, along with the challenges they pose to journalistic integrity. They explore new strategies for publishers to enhance revenue and foster better relationships with advertisers, emphasizing collaboration and education.

Kate Price and Marisa Mulvihill from Prophet share their insights on integrating brand and performance marketing for growth. They discuss the importance of collaboration, likening marketing strategies to a cohesive sports team. The duo underscores how CMOs can act as coaches, balancing short-term and long-term goals. They advocate for embracing failure as a learning opportunity and stress the need for clear communication within teams to achieve effective results. Their conversation is packed with practical strategies for enhancing marketing effectiveness.

As tariffs, and fear of recession, roil the global economy, Koen Pauwels, distinguished professor of marketing at Northeastern University in Boston, discusses paths forward for brands and consumers with WARC US Commissioning Editor Cathy Taylor.

WARC’s Jenny Chan speaks with two top marketers Dhiren Amin (Income Insurance) and Jiunn Shih (Zespri Kiwifruit) to unpack the new Pace Principle report — and explore how these brands are putting twin-pace thinking into practice.WARC Members can read the Pace Principle here⁠.If you're yet to subscribe, don't worry - you can also ⁠get a sample report here⁠. 

Catherine Driscoll, a Commissioning Editor at WARC, delves into the impact of economic uncertainty on advertising strategies. She shares insights on how brands can adapt creatively even when budgets are shrinking, citing successful campaigns that thrived during downturns. Driscoll highlights innovative approaches like the Honest Eggs Company's unique methods and the power of social media video content. Furthermore, she discusses maintaining brand visibility through owned media and transparency, using real-life case studies to illustrate resilience in challenging times.

Rica Facundo, Managing Editor for WARC APAC, and Rob Brittain, an independent marketing consultant, dive into the fascinating world of brand building in Asia. They unveil the 'Pace Principle,' arguing for a balance between quick wins and long-term growth. The duo tackles misconceptions about legacy media and stresses the importance of cultural connections for consumer engagement. They emphasize the need for marketers to adapt swiftly, integrate consumer insights, and justify sustained brand investments in today's dynamic landscape.

James McDonald, Director of Data, Intelligence, and Forecasting at WARC, shares insightful analysis on the future of advertising amidst economic upheaval. He discusses how tariffs are projected to slash ad spending by $20 billion and dives into the impact of rising interest rates on tech advertising budgets. The evolving landscape of retail media, especially TikTok's role, is explored, along with the contrasting challenges facing the US and Chinese ad markets. Brands are reminded to adapt strategies to navigate this volatile environment.

Preston Rutherford, co-founder of Chubbies and Marathon, dives into the critical need for convincing CFOs that brand building isn't just an expense, but a vital investment for growth. He tackles the challenges of traditional ROI metrics and discusses how performance marketing meshes with brand development for sustainable success. They also delve into redefining success metrics, emphasizing profit margins, and the synergy between branding and digital strategies, offering actionable insights for navigating today’s marketing landscape.

Socrates Papazoglou, Executive Vice President at McCann New York, shares insights into the award-winning campaign 'ADLaM: An alphabet to preserve a culture' for Microsoft. The discussion highlights how this initiative empowers Fulani communities by providing a written language, enhancing literacy, and preserving cultural identity. He emphasizes the pivotal role of community collaboration in the creative process, illustrating how feedback refines ideas. The podcast also touches on the integration of the Adlam typeface into Microsoft products, driving accessibility and representation.