The WARC Podcast

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.

This week, in Behind the Winning Idea, we explore the strategy, execution and outcome of Aldi: Shame to Pride, winner of the Sustained Growth Grand Prix in this year's WARC Awards for Effectiveness. Aldi ran a ten year multi-channel campaign to improve perceptions, grow share, and become a top-5 grocery retailer in the UK. ​We spoke to Jamie Peate, Global Head of Retail Strategy at McCann Worldgroup, and Laura McKinlay, Managing Partner at McCann Manchester, to find out more. Stay up-to-date with the latest marketing and advertising news with our free daily newsletter.

This week WARC talks conscious media investment with Jake Dubbins, Co-Founder & Co-Chair at Conscious Advertising Network, Belinda J Smith, CEO, Americas at m/SIX, and Clare Melford, Co-founder & Executive Director at The Global Disinformation Index. What is conscious media investment, why does it matter, and what does it mean for the way we think about planning media? Stay up-to-date with the latest marketing and advertising news with our free daily newsletter.

This week WARC talks future of strategy with Mark Pollard, Strategy CEO at Mighty Jungle and Host of Sweathead and Mark Lester, Head of Strategy at WE ARE Pi. We discuss the latest Future of Strategy report, which is based on an annual, global survey of strategists, and digs into factors impacting the strategy role within the marketing industry. Download a sample of the report here. 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 Lexus: Small business drive, awarded a Silver in Customer Experience and the Personalisation & Insight Award in this year's WARC Awards for Effectiveness. The team identified an underserved target and invested in branded content and the lower funnel test drive experience to increase both lead flow and conversion. We spoke to TBWA Hong Kong's Jerome Ooi, Executive Creative Director and Terence Ling, Head of Strategy to find out more. Stay up-to-date with the latest marketing and advertising news with our free daily newsletter.