The WARC Podcast

This week, in Behind the Winning Idea and our last episode of 2021, we explore the strategy, execution and outcome of Persil: Dirt for Good, awarded Gold in Brand Purpose and a Sustainability Award in this year's WARC Awards for Effectiveness. Persil grew sales and consideration among households in the UK by evolving its Dirt is Good brand platform to communicate its new green brand purpose and the actions it was taking to address environmental concerns. We spoke to Tati Lindenberg, Vice President of Marketing, Dirt Is Good at Unilever and Rachael Stets, Global Strategy Director at MullenLowe to find out more. Stay up-to-date with the latest marketing and advertising news with our free daily newsletter.

This week WARC talks writing better briefs with Pieter-Paul von Weiler and Matt Davies, founders of BetterBriefs. The brief - it's arguably the most important yet overlooked tool in the advertising and marketing industry. Stay up-to-date with the latest marketing and advertising news with our free daily newsletter.

This week, in Behind the Winning Idea, we explore the strategy, execution and outcome of Trelleborg: SmartPort, awarded a Gold in B2B in this year's WARC Awards for Effectiveness. Trelleborg repositioned itself from equipment manufacturer to smart technology solutions provider with the launch of its SmartPort brand, and drove change in the global marine market. We spoke to Richard Hepworth, business unit president at Trelleborg Marine & Infrastructure and Tom Stein, chairman and chief client officer at Stein IAS to find out more. Stay up-to-date with the latest marketing and advertising news with our free daily newsletter.

This week WARC talks targeting taste communities with strategy executive and author of The Business of Aspiration, Ana Andjelic. Instead of focusing on individuals, marketers should focus on the communities they belong to. Stay up-to-date with the latest marketing and advertising news with our free daily newsletter.

This week WARC talks creativity and attention with Karen Nelson-Field, CEO and founder of Amplified Intelligence, and Orlando Wood, Chief Innovation Officer at System1 Group. While some organisations have done a huge amount to draw a link between attention and business outcomes in a media context, the creative side of advertising is comparatively under-explored. Stay up-to-date with the latest marketing and advertising news with our free daily newsletter.

This week, in Behind the Winning Idea, we explore the strategy, execution and outcome of Maersk: Setting a new course for growth, winner of the B2B Grand Prix in this year's WARC Awards for Effectiveness. Maersk set out to reshape the industry by diversify its offering to become a complete end-to-end logistics provider. We spoke to Dominic Pope, Global Marketing Manager at Maersk and Bryan Hogg, Strategy Director at Havas Media Group to find out more. Stay up-to-date with the latest marketing and advertising news with our free daily newsletter.

This week, in Behind the Winning Idea, we explore the strategy, execution and outcome of McDonald's: The Travis Scott Meal, winner of the Collaboration & Culture Grand Prix in this year's WARC Awards for Effectiveness. McDonald's had several initiatives in the lead up to it's now-defined brand platform of 'famous orders' which ultimately led to the Travis Scott meal. We spoke to Jennifer Healan, VP of U.S. Marketing at McDonald's and Tass Tsitsopoulos, Planning Director at Wieden+Kennedy New York to find out more. Stay up-to-date with the latest marketing and advertising news with our free daily newsletter.

This week we're joined by WARC's Catherine Driscoll, commissioning editor and editor of a recent WARC Guide on the creator economy. Catherine talks about the relationship between brands, creators and the social platforms; gaming and their fandoms; and best practice for brands looking to work with creators. Stay up-to-date with the latest marketing and advertising news with our free daily newsletter.

This week we're joined by WARC's Alex Brownsell, Senior Editor, Media, Lena Roland, Managing Editor, WARC.com, and Sam Peña-Taylor, Reporter. The team discusses the IPA's recent EffWorks conference and the three main takeaways from it. Stay up-to-date with the latest marketing and advertising news with our free daily newsletter.

This week, in Behind the Winning Idea, we explore the strategy, execution and outcome of Home Centre: A Dad's Job, winner of the Instant Impact Grand Prix in this year's WARC Awards for Effectiveness. A father's day campaign that actually celebrates mothers, A Dad's Job sheds a light on the tabboo subject of single mothers. We spoke to Siddarth Sivaprakash, Head of Marketing at Home Centre, and Tahaab Rais, Regional Head of Strategy at FP7 to find out more. Stay up-to-date with the latest marketing and advertising news with our free daily newsletter.