The WARC Podcast

WARC
  • 4.6 (14)
  • Marketing
  • Weekly

Bold Minds. Bold Moves. Get closer to insights, stories and lessons behind bold marketing with conversations hosted by the world’s leading authority on marketing effectiveness.

  1. 2d ago

    Three ways AI is reshaping marketing insights

    At the Insight to Impact event, WARC’s David Tiltman discovers how Mondelez’s insights team is using AI with Pam Forbus, examines the need for “marketing engineers” with Profound’s Matthew Huo, and goes deep on synthetic data research with Tracy Adams from the ARF and Keith Smith from the Marketing Science Institute. This episode is sponsored by Profound. To learn more, go to tryprofound.com Guests:Pamela Forbus, Global Chief of Insights & Analytics, MondelezMatthew Huo, Product Marketing, ProfoundTracy Adams, Senior Director of Research & Insights, The Advertising Research FoundationKeith Smith, Managing Director, The Marketing Science InstituteDavid Tiltman, Chief Content Officer, WARC Chapters:(00:00) Intro: Welcome to Insights to Impact(02:29) Mondelez: Leading insights into AI’s future(06:21) Mondelez: Breaking silos with consumer insight(09:40) Mondelez: AI pilots, synthetic personas, and data foundations(13:52) Mondelez: Synthetic personas and real consumers(17:42) Profound: How brands appear in AI answers(21:46) Profound: Creating original, specific content(26:53) Profound: The rise of marketing engineers(34:01) Profound: AI’s impact on marketing jobs(37:24) The risks of synthetic research(42:15) Bias, variability, and validation(43:39) Why small prompt changes matter(49:06) Matching validation to decision stakes For 40 years, WARC has been providing the marketing industry with rigorous, unbiased evidence and expert effectiveness guidance. The WARC Podcast publishes a new episode every Tuesday and Thursday. Subscribe to The WARC Podcast here: https://www.warc.com/en/warc-podcasts Sign up to daily WARC News for free: https://www.warc.com/en/latest Book a demo: https://www.warc.com/en/subscribe

  2. 4d ago

    Marketing research you need to know for 2027

    We're digging into new effectiveness research, including new thinking on brand coherence, the resurgence of 'ad awareness' and how to get the most out of sports sponsorships, recorded live at the IPA Effectiveness conference in London. Hosted by WARC's Anna Hamill. Guests:Orlando Wood, Chief Creative Officer, System1Paul Simonet, The Whole Brained MarketerRory Natkiel, Founder of Box Count & Chair of the Sponsorship Effectiveness ForumClaire Humphris, Chief Marketing Officer, British CyclingCaitlin McRoy, Senior Sponsorship Manager at SageNic Pietersma, Group Director of Analytics, EbiquityAnthony Jones, Head of Research, ThinkboxJane Christian, EVP - Analytics, WPP Media UKAnna Hamill, Senior Editor, The WARC Podcast Chapters:[00:00] Intro: Live at the IPA Effectiveness Conference[01:29] Creative coherence: putting brands back on top[04:57] How the LLM model evaluates brand characteristics[07:14] Coherent brand character: examples from Red Bull, Guinness, and Cadbury[11:38] Brand coherence in an AI-driven world[17:39] Why ad awareness deserves a closer look[19:41] Ad awareness versus brand awareness[23:27] Research findings: ad awareness, consideration, and causality[28:00] Category differences and planning media to drive awareness[34:45] The sponsorship effectiveness gap[38:10] Sage’s approach: connecting sponsorship to broader brand goals[40:18] Three practices for effective sponsorship measurement[44:04] Long-term partnerships, flexibility, and creative platforms[47:45] Lessons learned, and research resources For 40 years, WARC has been providing the marketing industry with rigorous, unbiased evidence and expert effectiveness guidance. The WARC Podcast publishes a new episode every Tuesday and Thursday. Subscribe to The WARC Podcast here: https://www.warc.com/en/warc-podcasts Sign up to daily WARC News for free: https://www.warc.com/en/latest Book a demo: https://www.warc.com/en/subscribe

  3. Oct 22

    Marketing success rests on better insights

    Live from the Insights to Impact event, Reddit’s Lore Oxford shares how to get the best insights from the platform, Kraft Heinz’s Doug Healy and Zappi’s Julio Franco share how to make marketers love research, and Newell Brands’ Delicia Cooney discusses the importance of human-centric insights in the AI era. Hosted by WARC's David Tiltman. This episode is sponsored by Profound. To learn more, go to tryprofound.com Guests:Lore Oxford, Head of Insights Product, RedditDouglas Healy, Head of North America Insights, The Kraft Heinz CompanyJulio Franco, Chief Customer Officer, ZappiDelicia Cooney, Senior Insights Director, Newell BrandsDavid Tiltman, Chief Content Officer, WARC Chapters:00:00 — Intro: Live from Insights to Impact02:21 — Reddit: What “insight slop” means06:30 — Reddit: Curating data and building analysis frameworks10:29 — Reddit: Trust, human perspectives, and the platform’s growing influence12:43 — Reddit: How brands can listen and activate authentically19:26 — Introducing Kraft Heinz and Zappi’s research partnership20:26 — Kraft Heinz: Moving from overtesting to a learning philosophy25:54 — Why research shouldn’t feel like a creative report card29:51 — Kraft Heinz: Flexible testing, business impact, and lessons learned42:12 — Newell Brands: Rethinking the insights function47:10 — Newell Brands: Building a human-needs framework52:17 — Newell Brands: Reframing existing research and choosing clarity For 40 years, WARC has been providing the marketing industry with rigorous, unbiased evidence and expert effectiveness guidance. The WARC Podcast publishes a new episode every Tuesday and Thursday. Subscribe to The WARC Podcast here: https://www.warc.com/en/warc-podcasts Sign up to daily WARC News for free: https://www.warc.com/en/latest Book a demo: https://www.warc.com/en/subscribe

  4. Oct 20

    A $1.3 trillion question: the rise of AI media

    The future of AI media still feels uncertain: a goldrush where no one knows where to dig. A new report from WARC Media examines whether fragmenting attention leads to a concentration of monetisation in the advertising market and consider what this might mean for the next era of AI media. WARC's Alex Brownsell discusses the impact with Debra Aho Williamson. Chapters:[00:00] — Intro: How AI Media Could Reshape the $1.3 Trillion Ad Market[01:58] — Why WARC Is Measuring AI’s Impact on Advertising Investment[03:30] — What Is AI Media? ChatGPT, Google, and Amazon as Ad Channels[05:00] — Fragmented Consumer Attention and Concentrated Digital Ad Spend[07:23] — Why Google, Meta, and Amazon Attract Advertiser Investment[11:42] — Three Scenarios for AI’s Impact on the Advertising Market[13:58] — Could OpenAI Become a New AI Advertising Leader?[16:19] — Will AI Expand Digital Advertising or Replace Existing Channels?[18:45] — Why Incumbent Platforms May Benefit Most From AI[21:53] — How Consumer Behavior Will Shape the Future of AI Media[22:45] — Why WARC Used Visual Storytelling for the Sightlines Report[26:05] — Where to Read Sightlines and Hear the Report Presented For 40 years, WARC has been providing the marketing industry with rigorous, unbiased evidence and expert effectiveness guidance. The WARC Podcast publishes a new episode every Tuesday and Thursday. Subscribe to The WARC Podcast here: https://www.warc.com/en/warc-podcasts Sign up to daily WARC News for free: https://www.warc.com/en/latest Book a demo: https://www.warc.com/en/subscribe

  5. Oct 15

    Why more strategists are going independent

    Strategy legends Suzanne Powers and Tom Morton left agency-land to build their own independent strategy businesses, discovering brands need new solutions to strategy problems outside of the agency model. They join WARC's David Tiltman to discuss what they've learned so far, the opportunities for strategists in going indie, and how to build a successful independent strategy proposition. Guests:Suzanne Powers, Co-Founder, All&Tom Morton, Founder, Narratory CapitalDavid Tiltman, Chief Content Officer, WARC Chapters:(00:00) — Intro: Why more senior strategists are going indie(02:07) — Why independent strategists are finding success(04:30) — How to build a independent strategy consultancy(05:27) — Reclaiming power and confidence(08:21) — Value propositions for strategy beyond ad briefs(10:56) — Is the independent strategy market becoming more competitive?(13:09) — New opportunities in brand strategy consulting(15:42) — Strategic planning for business pivots and growth(18:57) — Making brand strategy Board-ready(23:12) — How CMOs Can drive growth beyond advertising(24:38) — Finding hidden strengths(27:23) — Productized strategy vs. bespoke consulting(31:37) — Using AI to improve marketing workflows(35:44) — Why optimism matters for strategists For 40 years, WARC has been providing the marketing industry with rigorous, unbiased evidence and expert effectiveness guidance. The WARC Podcast publishes a new episode every Tuesday and Thursday. Subscribe to The WARC Podcast here: https://www.warc.com/en/warc-podcasts Sign up to daily WARC News for free: https://www.warc.com/en/latest Book a demo: https://www.warc.com/en/subscribe

  6. Oct 13

    Strategy beyond the ad brief

    AI makes it easier to compete inside markets that already exist. That does not make strategy less important; it makes the search for new sources of demand more important. Erich Joachimsthaler, founder and CEO at VIVALDI, joins WARC's Lena Roland to discuss new 'demand spaces' for strategy. Guests:Erich Joachimsthaler, founder and CEO, VIVALDI; co-author of 'Brand Leadership: Building Assets in an Information Economy'Lena Roland, Content Director, WARC Chapters:[00:00] Intro: Why strategists are moving upstream[03:23] AI and the changing source of competitive advantage[04:40] Finding growth beyond existing categories[06:47] Demand spaces vs. traditional market segmentation[09:23] Goodles: uncovering adult demand for mac and cheese[11:29] Rhode skincare: building a brand around a simpler routine[14:41] Demand-led portfolio strategy and product innovation[16:59] Tesla: meeting demand for luxury and sustainability[19:10] Where to compete vs. how to compete[20:20] Figma: redefining design software through collaboration[22:05] How to spot market shifts, workarounds, and new demand[23:49] Liquid Death: brand differentiation and copycat risk[27:32] How consumer needs, technology, and regulation create markets[30:11] Sizing demand spaces and making the investment case #business #marketing #innovation For 40 years, WARC has been providing the marketing industry with rigorous, unbiased evidence and expert effectiveness guidance. The WARC Podcast publishes a new episode every Tuesday and Thursday. Subscribe to The WARC Podcast here: https://www.warc.com/en/warc-podcasts Sign up to daily WARC News for free: https://www.warc.com/en/latest Book a demo: https://www.warc.com/en/subscribe

  7. Oct 8

    Reworking strategy's value proposition

    How can strategy deliver measurable business value? Catherine Driscoll speaks with Martin Beverley (Ace of Hearts) and Baiba Matisone 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 Hearts Baiba Matisone, Brand & Creative Strategy ConsultantCatherine Driscoll, Commissioning Editor - EMEA, WARC Chapters:(00:00) — Intro: Strategy's Commercial Calue in 2026(01:54) — Why Time-Based Agency Fees Undervalue Creative Strategy(05:05) — Value-Based Pricing and Bespoke Agency Models(06:02) — Four Agency Pricing Models: Outputs, Outcomes, IP and Equity(09:40) — Systems Thinking for Client-Centered Strategy(11:13) — How to Demonstrate the Business Value of Strategy(13:16) — Helping CMOs Make the Case for Strategy to the Board(16:08) — Applying Creativity Beyond Advertising(20:23) — Timeless Marketing Principles vs. Industry Trends(26:15) — AI, Critical Thinking and the Future of Strategy Skills(28:40) — Why Brand Distinctiveness Matters More in the AI Era(30:18) — Is the Future of Strategy Worth Being Optimistic About? For 40 years, WARC has been providing the marketing industry with rigorous, unbiased evidence and expert effectiveness guidance. The WARC Podcast publishes a new episode every Tuesday and Thursday. Subscribe to The WARC Podcast here: https://www.warc.com/en/warc-podcasts Sign up to daily WARC News for free: https://www.warc.com/en/latest Book a demo: https://www.warc.com/en/subscribe

  8. Oct 6

    Is AI a strategist's friend or foe?

    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 Meats CreativeAnn Marie Kerwin, Americas Editor, WARC   Supporting resources:The Future of Strategy 2026: The future is hard to measure (Joe Burns) https://www.warc.com/en/article/the-future-is-hard-to-measure-1dbdbd7a20454b65b97470b36407f6e8The Future of Strategy 2026: The skills strategists need to thrive in 2026 and beyond (Nikita Walia) https://www.warc.com/en/article/the-skills-strategists-need-c3a1888f29e6467299bf892259f1b7e1 The Future of Strategy 2026 (full report) https://www.warc.com/en/article/the-future-of-strategy-2026-d9afde10c3a948d789a91159ae7f23ce  Chapters:(00:00) - Intro: The Future of Strategy 2026(02:30) - AI Anxiety: Will AI Replace Marketing Strategists?(04:57) - Using AI to Prototype and Stress-Test Strategic Ideas(08:45) - Why Strategic Insight Is More Than a Polished Deck(11:27) - Avoiding AI’s Legibility Trap in Brand Strategy(15:26) - Building Brand Differentiation Beyond Advertising(17:52) - How Strategists Can Lead Upstream Business Thinking(21:26) - Bringing Strategy Into Early Brand Decisions(24:07) - Aligning Agency Teams With AI and Shared Context(27:04) - The Human Skills AI Can’t Replace: Client Relationships(31:11) - Why Beauty Creates Commercial Value for Brands(35:02) - Career Advice for Strategists: Look Beyond Marketing(36:28) - Start a Business to Build Practical Strategy Skills For 40 years, WARC has been providing the marketing industry with rigorous, unbiased evidence and expert effectiveness guidance. The WARC Podcast publishes a new episode every Tuesday and Thursday. Subscribe to The WARC Podcast here: https://www.warc.com/en/warc-podcasts Sign up to daily WARC News for free: https://www.warc.com/en/latest Book a demo: https://www.warc.com/en/subscribe

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Ratings & Reviews

4.6
out of 5
14 Ratings

About

Bold Minds. Bold Moves. Get closer to insights, stories and lessons behind bold marketing with conversations hosted by the world’s leading authority on marketing effectiveness.

Information

  • Creator
    WARC
  • Years Active
    2021 - 2026
  • Episodes
    494
  • Rating
    Explicit
  • Copyright
    © WARC
  • Show Website
    The WARC Podcast

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