The WARC Podcast

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.

In a captivating discussion, Jon Evans, Chief Customer Officer of System1 and host of the Uncensored CMO Podcast, shares insights on the power of creativity in marketing. He emphasizes how emotionally engaging campaigns boost ROI and argues that brand platforms outperform mere campaigns. Evans highlights the significance of distinctive brand assets, using notable examples to showcase their impact on consumer recall. He advocates for integrated marketing strategies that balance creativity and performance to drive lasting growth.

Les Binet, a marketing effectiveness consultant renowned for his insights, joins Greg Shumchenia from Intuit Mailchimp, who specializes in brand strategy for small businesses. They tackle the unique marketing challenges smaller brands face, emphasizing effective branding on a budget. Key strategies include leveraging storytelling in email marketing, understanding the 'double jeopardy' concept, and balancing advertising spend for growth. They also highlight the power of emotional branding and the vital role of product quality in capturing market share.

Dom Boyd, Managing Director at Kantar Insights, sheds light on the shift from traditional campaigns to long-term creative platforms. He discusses 'connected creativity' and its ability to enhance brand equity and sales. Boyd shares insights on the evolving advertising landscape, emphasizing multi-channel strategies to boost visibility. A case study on Yorkshire Tea illustrates how consistent, emotionally-driven branding leads to success. The conversation also delves into the vital connection between creativity, measurement, and the role of advanced analytics in optimizing marketing effectiveness.

Alan Vainrub, CEO of PHD Central America, and Marysela Zomora, Director of Nosotras Women Connecting, discuss their groundbreaking campaign to ensure free menstrual products in Costa Rican schools. They share the innovative strategies used to overcome limited resources and mobilize political support. Key moments include how youth engagement turned the tide in legislative advocacy and the importance of building alliances for addressing menstrual poverty. Their work not only empowers women but also emphasizes the power of community and human connection in creating meaningful change.