The WARC Podcast

In this engaging discussion, Stephanie Siew, a Senior Research Executive at WARC and author of an insightful industry report, shares key trends shaping the entertainment landscape. They explore the fascinating rise of 'kidults' — adults indulging in childhood nostalgia by purchasing toys and collectibles. The conversation also highlights innovative marketing strategies for community-focused fitness campaigns, alongside a notable shift towards conservative content in media, reflecting audience demand amid political polarization.

Richard Huntington, CSO of Saatchi and Saatchi and author of 'Feral Strategy', dives into brand strategy's need for a radical shift away from outdated orthodoxy. He argues that conventional methods have led to uninspiring brand work. Emphasizing the importance of genuine purpose, he explores the challenges of navigating strategy in an uncertain world. Huntington champions 'feral thinking', where unconventional ideas bloom from everyday moments, pushing marketers to embrace creativity and authenticity for impactful strategies.

Martin Sorrell, founder and chairman of S4 Capital, dives into the future of advertising amid global upheaval. He underscores the importance of agility in navigating a competitive landscape, especially with the rise of local brands in Asia. Sorrell emphasizes how AI can drive quicker adaptations to consumer behavior. He also discusses the unique strategies required for success in China, contrasting the dominance of local giants like Alibaba with Western approaches. Finally, he calls for marketers to overcome inertia and focus on strategic vision.

Annie Smith, Director of Insights and Intelligence at LIONS Advisory, and Natalia Ball, Global Chief Growth Officer at Mars Pet Nutrition, delve into the shifting landscape of creativity in marketing. They highlight the growing risk aversion among brands and the need for stronger insights to spark innovation. The discussion includes tackling barriers to creativity and embracing bold strategies for growth. They also explore how ambitious goals can inspire teams to take creative risks, ultimately boosting brand engagement and effectiveness in a fragmented media landscape.

Mary Kyriakidi is a Global Thought Leader at Kantar, specializing in marketing effectiveness, while Eric Tsytsylin is a Brand Strategy Partner at Lippincott, focusing on brand development. They discuss how marketers can establish trust with C-suite executives, emphasizing the need for better communication around brand value. The conversation highlights the importance of measuring brand loyalty, analyzing successful brand strategies like Netflix, and how brands can thrive amid economic uncertainty by leveraging data and fostering emotional connections with consumers.

Celeste Huang, a media insights analyst and lead editor on the Amazon report at WARC Media, shares insights on Amazon's surge as a top advertising platform. She discusses the shifting landscape of retail media and how Amazon's ad business projects to exceed $60 billion. The conversation digs into Prime Video and Twitch's pivotal roles in attracting younger audiences. Huang also highlights how Amazon's innovative ad strategies and AI tools are reshaping brand marketing, revealing the critical link between digital ads and Amazon sales.

In this insightful discussion, Matt Andrew, Partner and General Manager at Ekimetrics, shares his expertise on the future of marketing measurement. He highlights the growing trend of experimental methods, essential for adapting to dynamic market conditions. The conversation touches on the intricacies of pricing and brand equity, emphasizing long-term strategies. Matt also delves into the innovative integration of AI in creative measurement, exploring how effective storytelling can enhance campaign success while navigating the challenges of brand consistency.

Join Dan Salkey, Co-Founder of Small World and co-author of the Entertain or Die report, along with Michaela Kron-Hags, Global Marketing Campaign Director at Duolingo. They explore how brands like Duolingo redefine engagement through entertainment. Discover why entertainment value impacts brand growth, with surprises from unexpected brands. Learn about innovative strategies using characters and humor to connect with audiences, and the importance of measuring engagement beyond traditional methods. Get inspired by their insights on brand narrative and creative marketing!

Ian Whittaker, co-founder of Liberty Sky Advisors with over 20 years in financial analysis, shares insights on earnings season trends. He discusses how consumer behavior shifts are reshaping retail strategies, with giants like Walmart adapting to economic pressures. The conversation highlights the impact of misinformation on brand strategies, notably Coca-Cola's response to social activism. Whittaker also explores how major digital platforms are rethinking their advertising approaches in the face of uncertainty, emphasizing the crucial balance between automation and maintaining brand integrity.

Kiri Masters, an insightful commentator and author in the retail media space, dives into the transformative world of retail media. She discusses how advertising is shifting beyond e-commerce and into social media and connected TV. Kiri highlights the power of first-party data for personalizing off-site ads while tackling third-party cookie challenges. Listeners will learn about the innovative strategies employed by retail giants and the complexities brands face in executing effective retail media campaigns.