The WARC Podcast

00:36:06

Reworking strategy's value proposition

The WARC Podcast ·

2026/10/08

How can strategy deliver measurable business value? Catherine Driscoll speaks with Martin Beverley (Ace of Hearts) and Baiba Matisone (Planning Folklore) about value-based agency models, business-minded collaboration, timeless principles, and staying distinctive and evidence-led in an AI-shaped industry.Guests:Martin Beverley, Founder & Chief Strategy Officer, Ace of HeartsBaiba Matisone, Founder, Planning FolkloreCatherine Driscoll, Commissioning Editor - EMEA, WARCChapters:(00:00) — Intro:

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00:37:56

Is AI a strategist's friend or foe?

The WARC Podcast ·

2026/10/06

Ad strategists are navigating two realities on AI: its benefit as a research tool, and the fear it may take their jobs. In the first of WARC's Future of Strategy series, Nikita Walia (U.N.N.A.M.E.D) and Joe Burns (Quality Meats) join Ann Marie Kerwin to examine whether AI is a strategist's friend, foe, or something in the middle, based on new data from WARC research.Guests:Nikita Walia, Partner & Strategist, U.N.N.A.M.E.D;Joe Burns, Partner and Head of Strategy, Quality MeatsCreativeAnn Marie

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00:37:09

The hidden powers of out of home media

The WARC Podcast ·

2026/10/01

New research looks into unspoken qualities that different out-of-home formats convey, and the impact this can have on campaign effectiveness. WPP Media's Richard Kirk and Ocean Outdoor's Steve Bernard join Alex Brownsell to discuss why not all outdoor formats are created equal.Guests:Richard Kirk, EVP - Planning, WPP MediaSteve Bernard, Head of Insight, Ocean OutdoorAlex Brownsell, Head of Content, WARC MediaChapters:[00:00] — Intro: The Hidden Powers of Out-of-Home Media[01:47] — Meet the Guests:

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00:32:53

The 'vanilla imperative': Why American ads play it so...

The WARC Podcast ·

2026/09/29

The US produces some of the most careful, literal commercials in the world. Is this 'vanilla' approach a creative failure? Or is it a structural necessity? Shann Biglione, author of 'The Vanilla Imperative: Why US Advertisers Are So Carefully Bland' joins WARC's Ann Marie Kerwin to discuss the nuances of US consumer psychology and why, in a nation as culturally loose yet ideologically polarized as the United States, playing it safe isn't a sign of creative cowardice but the only rational economic

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00:29:59

Video: B2B marketing's secret superpower

The WARC Podcast ·

2026/09/24

Video campaigns are 2x more likely to grow B2B market share and 1.7x more likely to deliver stronger ROI, according to new research from LinkedIn's B2B Institute and WARC. Amazon Business's Kate Rundell, LinkedIn's Vita Molis and LIONS Advisory's Imaad Ahmed join Anna Hamill to share insights from the research and practical applications for B2B marketing.Chapters:[00:00] Intro: Why video matters in B2B marketing[02:34[ Methodology: 1,025 Award-Winning B2B Campaigns Comparing Video vs

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00:30:47

Marketing in the K-shaped economy

The WARC Podcast ·

2026/09/22

2026 has been a challenging year for marketers, with constant upheaval forcing consequential decisions. Amid all this: the impact of the K shaped economy. WARC's Catherine Driscoll and Carat's Tony de Vizio join Anna Hamill to discuss marketing in economically challenging times, based on insights from WARC's recent report 'Marketing In The K-Shaped Economy'.Guests:Catherine Driscoll, EMEA Commissioning Editor, WARCTony de Vizio, Global Partnerships Director, CaratAnna Hamill, Senior Editor - The

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00:25:46

Bigger isn't always better for creator strategy

The WARC Podcast ·

2026/09/17

Brands are increasingly looking toward micro and nano creators for social cut-through. Marcus Yong, VP - Global Marketing at travel brand Klook, joins WARC's Rica Facundo to discuss how smaller creators can help target niche segments while still scaling for reach, based on frameworks from WARC's Pace Principle 2.0 research.Guests:Marcus Yong, VP - Global Marketing, KlookRica Facundo, Managing Editor - Asia, WARCFor 40 years, WARC has been providing the marketing industry with rigorous, unbiased

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00:39:54

How Boots is operationalizing creative effectiveness

The WARC Podcast ·

2026/09/15

The gap between creative and media is closing, with large scale creative data and next-gen measurement tools combining to predict commercial outcomes, not just clicks. Boots' Peter Grant, CreativeX's Anastasia Leng and DAIVID's Ian Forrester join the pod to share the lessons from a pilot experiment at health and beauty retailer Boots, and what its taught them about the future of creative effectiveness. Hosted by WARC's David Tiltman.Guests:Peter Grant, interim media and marketing effectiveness

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00:37:04

The psychological 'pause' reshaping the customer journey

The WARC Podcast ·

2026/09/10

Failing to usher buyers from discovery to purchase in the fewest possible steps is often seen as a setback.This belief misunderstands the consumer purchase journey, according to new research. Mindscope's Lea Karam and TikTok's Elias W. Bassil join WARC's Alex Brownsell to discuss the alchemy of customer consideration.Guests:Lea Karam, CEO & Founder of MindscopeElias W. Bassil, Regional Head of Business Marketing, TikTok METAPAlex Brownsell, Head of Content, WARC MediaChapters:[0:10] –

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00:39:39

Understanding 'Future Demand' with James Hurman

The WARC Podcast ·

2026/09/08

Effectiveness expert James Hurman joins to discuss the key ideas in his new book 'Future Demand', why performance marketing is plateauing, how brands really grow, and the nuances of building a dual measurement system. Hosted by WARC's David Tiltman.Guests:James Hurman, marketing effectiveness expert and author, 'Future Demand'David Tiltman, Chief Content Officer, WARCChapters:[00:00] Introduction to James Hurman’s new book 'Future Demand'[03:21] Solving diminishing returns in performance

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00:24:03

The Effective CMO: Instacart's Laura Jones returns

The WARC Podcast ·

2026/09/03

Instacart's Laura Jones returns to share practical lessons from Instacart's brand transformation, including prioritising effectiveness, brand-first marketing strategy, partnerships, Instacart's chase to win a Cannes Lion and much more.Guests: Laura Jones, Chief Marketing Officer, Instacart Ann Marie Kerwin, Americas Editor, WARC Chapters: [00:00] Introduction: Instacart’s marketing transformation project [01:36] Building the Instacart brand: From performance-pnly to full-funnel marketing

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00:52:34

The multiplier effect of creativity

The WARC Podcast ·

2026/09/01

The biggest creative risk? Not being creative enough. System1's Andrew Tindall joins WARC's Ann Marie Kerwin to discuss the multiplier effect of creativity, how brands can be more creative, and why it's essential to marketing that truly moves the dial for brands.Read The Multiplier Playbook research from WARC here: https://www.warc.com/en/the-multiplier-playbook-2026 Watch WARC's podcast on The Creative Dividend, a major new effectiveness study from System1 and Effie Worldwide, based on more than

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00:46:39

Revisiting 'How Brands Grow' with Byron Sharp

The WARC Podcast ·

2026/08/27

'How Brands Grow' is one of the most influential books in marketing, exploring rules of brand growth such as mental and physical availability, double jeopardy, and increasing penetration. Professor Byron Sharp, its author and director of the Ehrenberg-Bass Institute, joined WARC's David Tiltman at Cannes Lions to revisit its core principles and how they apply to today's marketing landscape.Guests: Byron Sharp, author, How Brands Grow; Professor of Marketing Science, University of Adelaide;

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00:39:15

The Effective CMO: Procter & Gamble's Marc Pritchard

The WARC Podcast ·

2026/08/25

Procter & Gamble is one of the world's biggest advertisers. Marc Pritchard, P&G's long-time Chief Brand Officer, joins WARC's Anna Hamill to share insights and lessons from almost 40 years in marketing at the CPG giant, including the enduring power of brand building, the evolution of media, adapting to the AI era, and how brand purpose and cultural insights delivered real business growth for its brands.This episode is sponsored by Circana. Learn more about their AI-powered marketing mix solution

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00:17:11

Emerging themes in creative effectiveness

The WARC Podcast ·

2026/08/20

What do the winning campaigns from the 2026 Cannes Lions for Creative Effectiveness tell us about successful marketing in 2026? WARC's Amy Rodgers and Effie Insight's John Bizzell examine the big narratives emerging from this year's winners, in a category that rewards creativity that has also met business goals.Read the full report 'Creative Effectiveness Lions: Insights from the 2026 winners' here:

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00:39:27

Agentic AI and the new delegation of consumer choice

The WARC Podcast ·

2026/08/18

New research by PHD and WARC explores the scale, timeline and implications of agentic AI for the wider marketing ecosystem. PHD's Rohan Tambyrajah and WARC's David Tiltman join Anna Hamill to discuss the implications for marketing as decision-making increasingly evolves from human consumers to machine intermediaries, including the 'Four Modes' frameworks, and key recommendations to navigate this new dynamic.Read 'From abundance to agents: How the delegation of choice is transforming marketing' on

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00:31:35

Social media, creators and the 'twin pace' brand

The WARC Podcast ·

2026/08/13

New research from WARC finds that social and creator marketing – for all its speed and cultural relevance – hits three structural ceilings that no amount of additional content or paid media can break through alone. Tackling these ceilings is key to sustained growth. Rob Brittain and Rica Facundo join WARC's Biprorshee Das to discuss Pace Principle 2.0, WARC's latest research on marketing effectiveness from Asia.Guests: Rob Brittain, Marketing Effectiveness Consultant and co-author of Pace

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00:44:38

Who murdered Madison Avenue?

The WARC Podcast ·

2026/08/11

How did ad agency economics become so challenging? Fee-cutting and low growth are part of the equation, but the roots of the issue go back decades. Ad industry analyst and author Michael Farmer joins WARC's David Tiltman to discuss his new book 'Madison Avenue Revisited' and offer his take on 30+ years of change to advertising business models, including the impact of dysfunctional client-agency relationships, increased creative workloads and AI.Guests: Michael Farmer, Chairman and CEO, Farmer&Co;

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00:36:55

Beyond vibes: Creator strategies to drive real...

The WARC Podcast ·

2026/08/06

Just 29% of creator ads outperform the average brand ad. Research from System 1, WPP Media and Tiktok uncovers what drives attention, emotion and brand recognition across creator content. System 1's Andrew Tindall and brand strategist Eugene Healey join WARC's Anna Hamill to break down creator effectiveness hacks, how to brief creators properly, and why so many marketers are using the wrong metrics to measure success.Guests: Andrew Tindall, Chief Advertising Officer, System1 Eugene Healey, Brand

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00:32:57

The Effective CMO: Uber's Lucinda Barlow

The WARC Podcast ·

2026/08/04

Uber's Lucinda Barlow offers advice for marketers on how to build a safe culture for creative experimentation, identifying strategic blind spots, making decisions in times of extraordinary uncertainty and how to localise a global brand. Hosted by WARC's Rica Facundo. Guests: Lucinda Barlow, Head of International Marketing, Uber Rica Facundo, Marketing Editor - Asia Pacific, WARC Chapters: 00:00 – Introduction to The WARC Podcast with Uber's Lucinda Barlow 01:14 – Uber’s growth and category

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