The WARC Podcast

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!

In this engaging discussion, Joe Root, CEO and co-founder of Permutive, unpacks the trends reshaping programmatic advertising towards 2025. He highlights the decline of the open internet and the rise of sell-side curation, which could revolutionize inventory management. Joe delves into the complexities of the ad tech supply chain and explains how AI can enhance brand safety by focusing on quality news. With a vision for a cookie-less future, he emphasizes the importance of first-party data and curated inventory to ensure effective ad targeting.

Diana Frost, Chief Growth Officer for Kraft Heinz, discusses the company’s innovative approach to brand effectiveness. She emphasizes the crucial link between creativity and consumer engagement, showcasing how emotional ties to brands lay the groundwork for loyalty. Frost also explains the ACE Awards initiative, designed to enhance creative output within the organization. Additionally, she touches on the importance of collaboration between brands and agencies, highlighting how shared goals can navigate the evolving landscape of marketing.

Brian Morrissey, founder of The Rebooting and media commentator, dives into significant changes in the media landscape. He discusses the disruptive impact of AI and the challenges facing traditional media amidst the rise of tech giants. Morrissey emphasizes the importance of innovative revenue models for publishers and the role of branding in a crowded digital space. The conversation also highlights sports media's evolution, focusing on women's sports and athlete branding, illustrating the need for publishers to adapt in this tech-dominated era.

Mark Ritson, an internationally recognized marketing expert and consultant, tackles listener questions with insight and humor. He dissects Byron Sharp’s take on pricing, pointing out the critical role of customer-centric strategies. The discussion also covers AI’s transformative potential amidst agency challenges and recent brand mega-deals like Prada’s acquisition of Versace. Ritson champions authentic purpose-driven branding while teasing the pitfalls of flashy initiatives for profit. It's a lively blend of marketing wisdom and witty banter!