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PODCAST

The Marketing Architects

Marketing Architects

Introducing a research-first podcast that builds revenue, not condos.Answer questions on the biggest marketing trends and news with discussions based in marketing, psychology and economics research. Along the way, learn about marketing accountability, category leadership, brand-building and much more.Featuring a team of experienced marketers whose blueprints for success are marketing strategies actually proven to work.

business marketing

All Episodes

33:45

When It's Time to Invest in "Brand"

The Marketing Architects ·

2025/05/20

Think of brand as a turbocharger for your paid ads. It warms people up before they meet your call to action or come into market. But when is the right time to start investing in brand building over pure performance marketing, especially as a digital-first company?This week, Elena, Angela, and Rob explore when performance marketing reaches diminishing returns and why it's so difficult for marketers to shift budget toward brand. Plus, they share real client examples of how brand investment transformed

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12:03

Nerd Alert: The Bayesian Marketing Attribution Model

The Marketing Architects ·

2025/05/15

Welcome to Nerd Alert, a series of special episodes bridging the gap between marketing academia and practitioners. We’re breaking down highly involved, complex research into plain language and takeaways any marketer can use.In this episode, Elena and Rob explore how Bayesian modeling offers a more nuanced approach to marketing attribution than traditional methods. They discuss why many marketers still rely on oversimplified attribution models despite their limitations.Topics covered: [01:00]

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23:53

Marketing Moves That Win in a Downturn

The Marketing Architects ·

2025/05/13

94% of advertisers are concerned about how tariffs might impact their budgets according to an IAB survey. Of those planning cuts, 60% expect a 6-10% decrease in ad spend, while 22% anticipate cuts of 11-20%.This week, Elena, Angela, and Rob explore what the research says about marketing during economic downturns. They discuss how brands that maintain or increase spending during tough times consistently gain market share, why creative thinking matters more than ever, and the smartest ways to adjust

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9:45

Nerd Alert: How AI Will Change Marketing Structures

The Marketing Architects ·

2025/05/08

Welcome to Nerd Alert, a series of special episodes bridging the gap between marketing academia and practitioners. We’re breaking down highly involved, complex research into plain language and takeaways any marketer can use.In this episode, Elena and Rob explore how AI transforms workplace collaboration. A groundbreaking Procter & Gamble study reveals that individuals using AI match team performance, while AI-human teams produce superior results. Topics covered: [01:00] "The Cybernetic

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28:30

The Differentiation vs Distinctiveness Debate

The Marketing Architects ·

2025/05/06

Only 15% of brand assets are truly distinctive. And just 19% of logos achieve "gold" status in recognizability according to a study by Ipsos and JKR. So which marketing strategy matters more: differentiation or distinctiveness?In this episode, Elena, Angela, and Rob debate whether brands should focus on meaningful differentiation or memorable distinctiveness. The hosts explore research showing that while differentiation plays a more limited role than traditionally assumed, distinctiveness is crucial

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10:12

Nerd Alert: Does Creative Consistency Matter?

The Marketing Architects ·

2025/05/01

Welcome to Nerd Alert, a series of special episodes bridging the gap between marketing academia and practitioners. We’re breaking down highly involved, complex research into plain language and takeaways any marketer can use.In this episode, Elena and Rob explore how sticking with the same creative platform drives better results. Based on research analyzing 4,000 ads, they reveal why consistency isn't boring—it's a powerful force that compounds over time.Topics covered: [01:00] "The Magic of

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25:08

What Marketers Get Wrong About Targeting

The Marketing Architects ·

2025/04/29

Only a third of agencies believe their clients provide a clear target audience in their briefs. So how can we build effective targeting strategies that drive real business growth?In this episode, Elena, Angela, and Rob tackle the misunderstood world of targeting in marketing. They explore why defining your target audience isn't just a media decision but a foundational strategic choice. Plus they examine the flaws in third-party data targeting and provide practical advice for maximizing reach without

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12:16

Nerd Alert: Do Discounts Damage Brands? The Truth...

The Marketing Architects ·

2025/04/24

Welcome to Nerd Alert, a series of special episodes bridging the gap between marketing academia and practitioners. We’re breaking down highly involved, complex research into plain language and takeaways any marketer can use.In this episode, Elena and Rob explore whether price promotions deliver more than just temporary sales spikes. They examine how different product categories respond to discounts and reveal when promotions might help or harm brand loyalty.Topics covered: [01:00] "The Long-Term

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32:24

The Louder You Are, the More You Grow: Why ESOV Still...

The Marketing Architects ·

2025/04/22

A study from Les Binet and Peter Field found that for every 10-point increase in excess share of voice, brands see around a 0.5% annual market share growth on average. But does this marketing principle still hold true in today's fragmented media landscape?This week, Elena, Angela, and Rob are joined by VP of Strategy Dan Cleveland to explore excess share of voice (ESOV) and its enduring relevance. They dive into how ESOV correlates with growth, why it's still a valuable planning tool, and what

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10:42

Nerd Alert: The Power of Creative Advertising

The Marketing Architects ·

2025/04/17

Welcome to Nerd Alert, a series of special episodes bridging the gap between marketing academia and practitioners. We’re breaking down highly involved, complex research into plain language and takeaways any marketer can use.In this episode, Elena and Rob explore how creative advertisements can actually hurt the performance of regular ads shown alongside them. They discuss why brands with smaller budgets should still prioritize creativity to avoid getting lost in the mix.Topics covered: [01:00]

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41:48

The New Rules of Great Video Creative with Steve Babcock

The Marketing Architects ·

2025/04/15

Marketers only accurately predict the outcome of an A/B test 52% of the time. With today's viewers constantly multitasking, creative has seconds—not minutes—to make an impact. But many brands still rely on outdated approaches, leading to forgettable commercials.In this episode, Elena, Angela, and Rob are joined by Chief Creative Officer Steve Babcock to discuss Marketing Architects' new report on TV creative effectiveness. They explore why strategy must come first, why pretesting is no longer

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12:19

Nerd Alert: The Science Behind Emotional Advertising

The Marketing Architects ·

2025/04/10

Welcome to Nerd Alert, a series of special episodes bridging the gap between marketing academia and practitioners. We’re breaking down highly involved, complex research into plain language and takeaways any marketer can use.In this episode, Elena and Rob explore how emotions outweigh logic in advertising effectiveness. They discuss research showing emotional responses are nearly twice as powerful as cognitive factors in driving purchase intent across nearly all product categories.Topics

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36:31

The CTV Hype Cycle: Separating Fact from Fiction

The Marketing Architects ·

2025/04/08

CTV ad revenue is projected to reach $28 billion this year, but 39% of advertisers still cite transparency in ad placements as a major concern. Is Connected TV delivering on its promises or falling short?This episode, Elena and Angela are joined by Chief Media Officer Catherine Walstad to discuss the state of CTV advertising. They explore the maturing optimism around streaming TV and share practical advice for navigating this complex but essential channel. Learn why CTV shouldn't be viewed as either

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9:51

Nerd Alert: Why Humor Wins in Advertising

The Marketing Architects ·

2025/04/03

Welcome to Nerd Alert, a series of special episodes bridging the gap between marketing academia and practitioners. We’re breaking down highly involved, complex research into plain language and takeaways any marketer can use.In this episode, Elena and Rob explore how humor in advertising drives stronger brand recall and sales despite its 37% decline over the past two decades. They reveal why creating memorable, relatable comedy leads to measurable business results.Topics covered: [01:00] "What's

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43:24

Advancing Marketing Effectiveness in the USA with...

The Marketing Architects ·

2025/04/01

Only 90% of marketers see an ROI boost when they add brand building to performance marketing. Yet American marketers still struggle to prioritize effectiveness over efficiency, with many optimizing for lower costs rather than long-term business growth.This week, Elena and Rob are joined by Lexi Wolf, Head of Advisory at WARC North America, to explore how marketing effectiveness is gaining momentum in the U.S. Lexi breaks down key findings from WARC's groundbreaking "Multiplier Effect" research,

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9:57

Nerd Alert: The Psychology Behind Direct Mail...

The Marketing Architects ·

2025/03/27

Welcome to Nerd Alert, a series of special episodes bridging the gap between marketing academia and practitioners. We’re breaking down highly involved, complex research into plain language and takeaways any marketer can use.In this episode, Elena and Rob uncover what design elements actually drive direct mail success. They explore research showing that opening and keeping mail require different strategies, with personalization playing a critical role in campaign effectiveness.Topics covered: [01:00]

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37:50

The Potential of AI Video with Seth Woodall

The Marketing Architects ·

2025/03/25

AI video tools have created lifelike Coca-Cola trucks, festive scenes, and even Angela's face in today's episode. These jaw-dropping demonstrations highlight how rapidly AI video has evolved and the debate this technology is creating.This week, Elena and Rob are joined by Seth Woodall, Director of AI Visual Arts at Misfits & Machines and creator of the viral "Pepperoni Hug Spot" commercial. Together, they explore the state of AI video creation, misconceptions about the technology, and what's

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8:10

Nerd Alert: The Dirichlet Effect: Predicting Brand...

The Marketing Architects ·

2025/03/20

Welcome to Nerd Alert, a series of special episodes bridging the gap between marketing academia and practitioners. We're breaking down highly involved, complex research into plain language and takeaways any marketer can use.In this episode, Elena and Rob explore how the Dirichlet model challenges common beliefs about brand loyalty. They reveal why most consumers aren't deeply loyal to specific brands and why reaching new customers matters more than increasing loyalty.Topics covered: [01:00] "The

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31:16

Marketing Like a Challenger with Chuck Hengel

The Marketing Architects ·

2025/03/18

In Peter Field's article "Challenger Thinking is How Brands Drive Growth," he states that challenger brands aren't born just from unique founders or lucky circumstances. Challenger thinking is actually how brands grow.This week, Elena and Angela are joined by Marketing Architects founder Chuck Hengel to talk about marketing like a challenger brand. Chuck shares stories from creating and marketing HurryCane (the first walking cane to stand on its own) and Stuffies (a children's toy with hidden

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9:21

Nerd Alert: The Multiplier Effect: Debunking Brand...

The Marketing Architects ·

2025/03/13

Welcome to Nerd Alert, a series of special episodes bridging the gap between marketing academia and practitioners. We’re breaking down highly involved, complex research into plain language and takeaways any marketer can use.In this episode, Elena and Rob explore why the brand versus performance debate misses the point. They discover that integrating both approaches creates a powerful multiplier effect that can boost revenue ROI by up to 90%.Topics covered: [01:00] "The Multiplier Effect: A CMO's

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212 results

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