The WARC Podcast

In a thought-provoking conversation, Chris Baker, award-winning strategist and founder of Serious Tissues, shares insights on how change brands can redefine consumer spending. He discusses the rise of brands creating social impact, like a coffee company training the homeless and XO Bikes, which empowers incarcerated individuals through bike mechanics. Topics range from sustainable pet food solutions using insects to innovative waterless products revolutionizing the FMCG sector. Chris emphasizes the blend of profitability with social responsibility as essential for future brands.

Dan Calladine, Head of Media Futures at Dentsu International, shares his expertise on the anticipated media trends for 2025. He discusses AI's transformative impact, emphasizing the importance of storytelling amid algorithmic changes. The conversation delves into marketing strategies adapted for algorithm-driven content, and highlights the pressing issue of media access disparities worldwide. Calladine also explores the influence of evolving platforms and the potential for AI to enhance audience engagement, painting a vivid picture of the future landscape.

Dan Monheit, a behavioral economics expert and CEO at Hardhat, teams up with regulatory authority Sarla Fernando to explore the fine line between ethical persuasion and manipulation in marketing. They delve into behavioral science and its influence on consumer choices, highlighting emotional biases. The discussion also addresses manipulative 'dark patterns,' emphasizing the need for transparency and ethical practices. They advocate for a balanced approach that respects consumer autonomy while navigating the challenges of digital addiction and privacy concerns.

Guests Ken Favaro, Chief Strategy Officer at BERA.ai, and Joanna Seddon, Managing Director at Prescient and CEO of the Marketing Accountability Standards Board, discuss the evolving landscape of marketing post-economic reset. They explore the vital role of brand equity in building consumer relationships and stabilizing prices. The conversation emphasizes bridging gaps between marketing and finance to showcase branding’s financial benefits. They also highlight the importance of consumer insights and emotional connections for navigating economic challenges and driving profitability.

Today we'll be deep diving into one of five of the big themes in the Marketer’s Toolkit 2025 for marketers in the EMEA region. Discussing the theme of the age of atomisation are Mark Anderson, customer and commercial consultant, and Tom Johnson, managing director at Trajectory. The Marketer’s Toolkit 2025 is here: the fourteenth edition of the report draws out five major trends that will define strategic planning, based on an extensive global survey of practitioners. WARC members can ⁠read the full report here⁠. If you’re not yet a member, you can find a ⁠sample of the report here⁠.

Today we'll be deep diving into one of five of the big themes in the Marketer’s Toolkit 2025 for marketers in the APAC region. Discussing the theme of closing the brand experience gap are Nithi Kumar, regional head for customer experience at Kantar and Dan Krigstein, director at the Growth Distillery. The Marketer’s Toolkit 2025 is here: the fourteenth edition of the report draws out five major trends that will define strategic planning, based on an extensive global survey of practitioners. WARC members can read the full report here. If you’re not yet a member, you can find a sample of the report here.

Chloe Markowicz, Editor at Contagious, shares effective social media strategies, emphasizing genuine engagement and community involvement. Friederike Offermanns, Global Communication Manager at Heineken, discusses cultivating a culture of creative effectiveness. Tom Standage from The Economist highlights macro trends shaping 2025, including the impacts of economic policies and the evolving creator economy. The conversation dives into the importance of long-term partnerships and innovative campaigns that resonate with audiences amid uncertainty.

Mimi Turner, Head of Marketplace Innovation at LinkedIn, Harjot Singh, Global Chief Strategy Officer at McCann, and James Hankins, Global VP Marketing at SAGE, dive into the significance of customer promises in B2B marketing. They discuss insights from an 18-month study revealing that value-driven promises outperform brand positioning. The trio emphasizes the need for emotional connections, authentic commitments, and the evolving nature of B2B strategies. They also highlight successful campaigns like ProCell, showcasing how addressing hidden costs can enhance brand trust and performance.

In this insightful discussion, Alex Jenkins, Editorial Director at Contagious, delves into AI's transformative role in creativity and marketing, exploring the balance between automation and human touch. Ali Hanan, CEO of Creative Equals, tackles the pressing challenges of DEI in marketing amidst activism, emphasizing the importance of inclusivity. Kian Bakhtiari, founder of The People, shares compelling insights into Gen Z's nostalgic tendencies and their impact on consumer behavior, revealing how brands can connect meaningfully with this unique generation.

Rica Facundo hosts Sonja Prokopec, Associate Dean at ESSEC Business School and luxury market expert, alongside Zoe Chen, Strategy Director at VIRTUE Worldwide. They dive into the rapidly evolving luxury scene in Asia, exploring how younger consumers are redefining what luxury means. The conversation highlights India’s emerging luxury market, the rise of local brands, and the shift towards sustainable practices. They also discuss the delicate balance between exclusivity and accessibility, showcasing how cultural heritage plays a pivotal role in shaping modern luxury.