The WARC Podcast

Tom Hehir, EVP at Edelman, and Jay Gallagher, CSO EMEA, delve into the vital relationship between earned media and marketing effectiveness. They emphasize how marketers can navigate media abundance while addressing attention fragmentation. Their discussion highlights the importance of blending earned, paid, and owned media to create impactful campaigns. With real-world insights, they argue that authenticity and message consistency are crucial for engaging consumers in today's skeptical marketplace.

Alaina Crystal, a creative strategist and gender equity consultant who played a key role in Barbie's transformation, joins Craig Mawdsley, founding partner at craig + bridget, known for innovative supermarket campaigns. They share insights on how Barbie evolved into a cultural icon through strategic repositioning and how Sainsbury's revitalized its brand by encouraging customers to try new products. Their discussions reveal the power of strategic thinking in driving business growth and customer engagement.

In this insightful discussion, Mike Menkes, SVP at Analytic Partners and expert in marketing measurement, shares critical perspectives on performance marketing pitfalls. He emphasizes the vital balance between performance and brand marketing, highlighting how neglecting brand equity can stunt growth. Menkes dives into the challenges of misleading metrics that complicate decision-making and underscores the power of a cohesive strategy that integrates both approaches. Ultimately, he advocates for a data-driven methodology to enhance marketing effectiveness and long-term brand success.

Alex Brownsell, Head of Content for WARC Media, joins Brian Wieser, a seasoned media expert and author, to dive into the shifting sands of social media marketing. They analyze TikTok's recent challenges, including user data concerns and a temporary ban, while contrasting its vibrant audience engagement with rising political tensions. The duo also assesses Meta's evolving role and its strategy to navigate content moderation changes. Together, they explore how advertisers must adapt to a changing landscape and the shifting dynamics between major platforms.

Join Brent Nelsen, Chief Innovation and Strategy Officer at Edelman, and Leila Fataar, founder of Platform13 and author of "Culture-Led Brands," as they explore the dynamic relationship between culture and earned media. They discuss how brands can foster trust and loyalty by embracing cultural relevance, shifting away from traditional advertising. With a focus on brand strategy and societal impact, they emphasize the importance of genuine connections and cultural intelligence in resonating with modern audiences.

Join Jane Christian, Managing Director of Analytics & Insight at EssenceMediacom UK, Rich Kirk, Chief Strategy Officer at EssenceMediacom UK, and Nic Pietersma, Group Director at Ebiquity, as they dive into the latest findings of the 'Profit Ability 2' study. They discuss how recent global challenges have reshaped marketing effectiveness and the importance of rigorous data analysis in assessing advertising ROI. The trio highlights the significance of balancing short-term and long-term strategies while exploring the surprising effectiveness of traditional media channels in driving profitability.

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.