The WARC Podcast

Felipe Thomaz, an Associate Professor of Marketing at the University of Oxford, challenges traditional advertising wisdom. He emphasizes the need to shift focus from mere reach optimization to understanding media archetypes and their interactions. The discussion reveals how demographic factors shape consumer behavior and the importance of targeting the right audiences. Thomaz advocates for evidence-based decision-making in marketing strategies to achieve better outcomes and highlights the ongoing journey of research that informs effective media planning.

Congrats to WoMen's Football by Orange, #1 in the WARC Rankings Creative 100! Gaëtan du Peloux and Youri Guerassimov, co-CCO/CEOs at Marcel Paris, join WARC's Anna Hamill to discuss Orange's ground-breaking campaign supporting the French women's football team.The WARC Creative 100 Ranking can be viewed in full here. It includes the world’s top 100 awarded campaigns for creativity, top 50 creative agencies, agency networks, brands, advertisers, countries and top holding companies.

Traci Alford, CEO of Effie Worldwide, and Phil Thomas, Chair of Cannes Lions, delve into the exciting future of marketing awards. They discuss the transformative partnership between Effies and Cannes Lions, aiming to enhance creativity and effectiveness in marketing. The conversation highlights the importance of inclusivity and education in the industry, detailing initiatives to support underrepresented groups. They also explore innovative trends in marketing effectiveness and collaboration, setting the stage for groundbreaking developments at the upcoming Cannes Lions festival.

In this engaging discussion, Grace Kite, founder of Magic Numbers and expert in media effectiveness, teams up with Tom Roach, VP of Brand Strategy at Jellyfish. They tackle the challenges of a fragmented media landscape, exploring how brands can adapt their marketing strategies to maintain effectiveness. They delve into the importance of synergizing marketing efforts across various platforms and the intriguing notion of aggregated attention in advertising. Their insights highlight the critical balance between brand consistency and the personalized demands of audiences today.

In this conversation, Ken Favaro, Chief Strategy Officer at BERA, and Michael Reh, Head of Data Science at BERA.ai, delve into the intricacies of brand equity. They discuss how brand equity can serve as a powerful driver of growth, providing practical insights for marketers. Listeners learn about the predictive metrics of brand equity, its essential role in shaping advertising strategies, and the importance of integrating data analytics to link brand initiatives with business outcomes, ultimately enhancing financial stability.

Timi Siytangco, Key Account Director at Acast, and Giles Martin, EVP at Oxford Road, shed light on the booming podcast landscape. They explore the slow ad spend despite rising podcast popularity and discuss the unique dynamics of advertising in Asia. The conversation highlights the integration of video and the challenges of measuring podcast effectiveness. Brands are now tackling brand safety concerns and realizing the potential of podcasts to engage younger audiences. Innovative strategies are needed as the medium evolves.

Join Chris Barth, Principal Strategist at Contagious, along with George Bryant, Global Chief Creative Officer at Golin Harris, and Elizabeth Paul, Chief Strategy Officer at The Martin Agency. They delve into the creative strategies behind Grubhub's 'Special Delivery' campaign for new mothers and how it fostered loyalty. The discussion also highlights Solo Stove's collaboration with Snoop Dogg, emphasizing community engagement and emotional connections. Plus, examine the evolving role of humor in marketing and the significance of understanding consumer needs.

Becca Peel, Contagious' advisory lead in the US, shares insights from the Most Contagious NYC event. She highlights how Clash of Clans launched a true crime podcast to deepen player engagement, creating an immersive brand experience. Kelly Amatangelo from Mondelēz International discusses the innovative Nutter Butter campaign, which transformed the brand's presence and achieved 15 million views through a clever mix of creativity and community engagement. Together, they explore the significance of authenticity and unique strategies in modern marketing.

Becca Peel, Head of Advisory at Contagious, and Vanessa Chin, Senior VP of Marketing at System1, dive into the standout ads from this year's Super Bowl. They discuss the evolving role of humor and celebrity endorsements, emphasizing their impact on brand identity. The duo highlights Instacart's family-focused messaging and Nike's comeback journey. They also stress the need for brands to maintain consistency throughout the year, rather than just capitalizing on major events for marketing. Their insights reveal the emotional connections that resonate in advertising.

Billy Ryan, Head of Analytics and Effectiveness at the7stars, shares his expertise on navigating the evolving landscape of media planning. He discusses how digital innovations and various platforms are reshaping advertising strategies. The conversation dives into AI's impact on search technology, focusing on user intent and brand visibility. Billy also highlights the transformation of media into shoppable spaces and the necessity for updated metrics that recognize the complexities of an abundant media environment. A must-listen for marketers!