Podcasts about warc

New data from CreativeX reveals the alarming extent of 'churn and burn' short-termism among advertisers, based on a study of 633,000 ads over two years. Content volume is way up, but media budgets aren't. So what's going on? Anastasia Leng, CEO of CreativeX, joins WARC's David Tiltman to break down the data, examine the most concerning trends, and discuss how brands can turn the ship around.  Guests: Anastasia Leng, CEO, CreativeX Chapters: 00:00 – Fragmentation of creativity and the ‘more with less' challenge 04:12 – From pre-testing to creative auditing at scale 05:18 – Why media and creative must come back together 06:54 – Explaining ‘fewer, bigger, longer, better' 09:19 – From scarcity to abundance: when ‘more content' goes wrong 10:14 – Inside the study: 633k ads, $2bn spend, 143 Fortune 500 brands 12:52 – Content production up 29% in two years 14:01 – Media spend per ad down 15%: weaker support for each asset 15:34 – Short runs: 32 days for direct response ads, 40 days for brand ads 17:28 – Algorithms as creative directors and a crisis of confidence 19:49 – 93% of ads under $10k; 70% under $1k in spend 21:32 – Low-budget ads score 20% lower on creative quality 24:48 – Sub-$10k ads absorbing 30% of a $2bn media budget 32:05 – Three fixes: big ideas, media thresholds, better learning loops 35:29 – ‘Big swings': $100k+ ads run 89 days but get only 18% of spend 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-podcastsSign up to daily WARC News for free: https://www.warc.com/en/latestBook a demo: https://www.warc.com/en/subscribe

Today in the business of podcasting:A new Nielsen Podcast Listen & Watch report finds audio remains the core of podcast consumption, with 90% of monthly listeners tuning in via audio and 62% also watching video, as listeners and viewers use the two formats in distinctly different ways.WARC reports YouTube podcast viewing on TV screens has surged past 700 million hours monthly, up 70% year over year, even as the platform's ad revenue growth is projected to slow amid rising competition from TikTok and Netflix.A new YouGov survey of U.S. podcast consumers finds genre preferences split sharply by gender, with men far more likely to listen to sports podcasts and women over-indexing in true crime, self-improvement, and wellness content.Spotify's podcast strategy has shifted from paying for exclusive content to operating the infrastructure creators depend on for discovery and monetization, a repositioning that hands the company more market control with less financial risk.To find links to these, and every article covered in today's episode, click here. You can also subscribe to The Download's newsletter to receive the full issue straight to your email inbox every day.

Today in the business of podcasting:A new Nielsen Podcast Listen & Watch report finds audio remains the core of podcast consumption, with 90% of monthly listeners tuning in via audio and 62% also watching video, as listeners and viewers use the two formats in distinctly different ways.WARC reports YouTube podcast viewing on TV screens has surged past 700 million hours monthly, up 70% year over year, even as the platform's ad revenue growth is projected to slow amid rising competition from TikTok and Netflix.A new YouGov survey of U.S. podcast consumers finds genre preferences split sharply by gender, with men far more likely to listen to sports podcasts and women over-indexing in true crime, self-improvement, and wellness content.Spotify's podcast strategy has shifted from paying for exclusive content to operating the infrastructure creators depend on for discovery and monetization, a repositioning that hands the company more market control with less financial risk.To find links to these, and every article covered in today's episode, click here. You can also subscribe to The Download's newsletter to receive the full issue straight to your email inbox every day.

What if almost everything we've been taught about advertising is built on a sales model from 1904?In this Sharp Cut, we unpack six of marketing's most persistent myths—from "digital has no waste" to "last-click attribution tells us what works"—before rebuilding a simpler, evidence-based explanation of how advertising actually works.Rather than relying on theory, we challenge these ideas using our own careers, practical examples, and decades of marketing science from Byron Sharp, Les Binet, James Hurman, Orlando Wood and others.In this episodeWhy digital isn't actually waste-freeWhy targeting isn't enoughWhy advertising isn't salesWhy creative matters more than many marketers believeWhy personalization has been oversoldWhy ROAS isn't telling the full storyWhy advertising is better understood as planting and harvestingIf you've ever struggled to explain marketing to your CFO—or even to yourself—this episode is for you.Chapters:00:00 Welcome to Sharp Cut00:15 Why Most Companies Misunderstand Advertising02:13 Myth #1: Digital Has No Waste06:36 Myth #2: Target High-Intent Audiences09:36 Myth #3: Advertising Is Sales Done Over Media11:03 Myth #4: Creative Is Just Decoration12:34 Myth #5: Personalization Is The Future14:29 Myth #6: Last-Click Attribution Tells Us What Works17:10 How Advertising Actually Works18:04 Why We're Still Using a Sales Model from 190419:55 Advertising Is a Weak Force20:47 The Two Jobs of Advertising21:39 Plant vs. Harvest: A Better Mental Model22:04 The McCain Case Study23:59 Why Most Companies Still Think Like Salespeople25:12 Becoming Experts in Our Own Trade26:20 Les Binet's One-Slide Explanation27:29 Final Thoughts: Start PlantingSupporting Links:Binkley, M., & Douros, V. (Hosts). (n.d.). What marketers still get wrong with Prof. Byron Sharp (No. 215) [Audio podcast episode]. The Sleeping Barber Podcast.Hurman, J. (2026). Future demand. https://futuredemand.comIwamoto, A. (2024). The origin of AIDA: Who invented and formulated the AIDA model? Japan Marketing History Review, 3(2), 150-166. https://doi.org/10.51102/jmhr.3.2_53Mulroney, R. (2024). McCain: When the chips are down, margins matter. How a focus on long-term emotional brand-building reduced price elasticity and increased profits for McCain [IPA Effectiveness Awards case study]. WARC. https://www.warc.com/content/article/mccain-when-the-chips-are-down-margins-matter-how-a-focus-on-long-term-emotional-brand-building-reduced-price-elasticity-and-increased-profits-for-mccain/156769WARC. (2026). The multiplier playbook: The CMO's guide to integrating brand and performance. WARC.Foundational sources (optional, for show notes)Binet, L., & Field, P. (2013). The long and the short of it: Balancing short and long-term marketing strategies. Institute of Practitioners in Advertising.Sharp, B. (2010). How brands grow: What marketers don't know. Oxford University Press.To confirm before air: Hurman subtitle and publisher; the exact platform and date of Binet's How Advertising Really Works video (candidate: the Cannes Lions Advertising 101 course); the publication date of SBP episode 215; and a direct URL for the WARC Multiplier Playbook (produced with Analytic Partners, BERA.ai, Prophet, System1 and the ANA).

Creative Strategy Lions jury president Sarah Lemarié and juror Dan Hill share powerful advice on how to level up strategic thinking, their stand out campaigns from Cannes Lions, why they look for 'strategic firsts' in the jury room, and a warning on using AI in awards entries. Hosted by Effie Insight's John Bizzell. Guests: Sarah Lemarié, Chief Strategy Officer, Publicis France Dan Hill, Global Chief Strategy Officer, Wieden+Kennedy Chapters: 00:00 – Intro: Cannes Lions Creative Strategy Winners 2026 01:46 – Meet the Jury: Sarah Lemarié & Dan Hill on Judging Creative Strategy Lions 03:43 – Creating a Benchmark: Why Creative Strategy Lions Build a “Body of Work” 07:11 – Defining ‘What Good Looks Like' in Creative Strategy at Cannes Lions 10:21 – Human Ingenuity & Empathy in a World of AI: What the Winners Proved 11:38 – Grand Prix Breakdown: Heineken's “The Pub That Refused to Die” in Ireland 13:18 – Community Ownership & Brand Purpose: How Heineken Helped Save Local Pubs 16:09 – Gold Winner Spotlight: Faroe Islands Space Program and Tidal Energy Reframing 17:48 – “Simple but Clever” Strategy: Making Sustainable Tech Feel Playful & B2B-Friendly 20:12 – AI and Creative Strategy: Dove Real Reviews, Claude and LLM‑Ready Ideas 23:37 – Classic vs New Media: How Dove and Claude Blend Old CPG and New Tech 24:38 – How to Win a Creative Strategy Lion: Entry Writing, Storytelling & Results 26:40 – The Fosbury Flop of Strategy: Novelty, Firsts and Playful Creativity at Cannes 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-podcastsSign up to daily WARC News for free: https://www.warc.com/en/latestBook a demo: https://www.warc.com/en/subscribe

Mark Ritson is back to talk all things marketing skills, back-to-basics brand fundamentals, the impact of AI on the marketing workforce and why he's tired of marketing's 'culture of bullsh*t'. Hosted by WARC's David Tiltman. Guest: Mark Ritson, Founder, miniMBA Chapters: 00:00 – Intro: Mark Ritson joins The WARC Podcast 02:33 – Ritson & Byron Sharp: surprising areas of agreement 07:40 – The Multiplier Playbook and the effectiveness “say–do” gap 09:09 – Ipsos x Ritson test: two‑thirds of marketers fail basics 11:28 – Marketing's skillset problem 15:20 – Fewer, bigger, longer: brand building vs short‑termism 18:58 – Why “idiot competitors” help smart brands win in recessions 19:41 – CreativeX data: 93% of big‑brand digital ads spend under $10k 22:38 – When performance thinking invades long‑term brand building 23:08 – AI and synthetic data: what will really change in marketing 24:56 – AI‑built marketing plans and a 60–65% cut in jobs 28:45 – Creator marketing, TikTok and the distinctiveness challenge 32:31 – The “uncivil war” in effectiveness and why debate matters 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-podcastsSign up to daily WARC News for free: https://www.warc.com/en/latestBook a demo: https://www.warc.com/en/subscribe

According to WARC, TV drives more sales impact than Facebook video and YouTube. GOVX proved the research to be true, growing orders alongside TV impressions.Recorded live at CommerceNext 2026, this bonus episode features Marketing Architects Chief Strategic Growth Officer Stacey Hawes and GOVX Chief Brand Officer Aaron Pelander. They tackle one of marketing's toughest challenges: proving TV's impact when its biggest effects don't show up for months after launch. Aaron shares how GOVX moved from a performance-only mindset to a 60/40 split between brand and performance budgets, and why that shift unlocked new growth. Marketers will also learn which metrics matter and why relying on just one measurement model leaves value on the table.Topics covered:[00:00] Kicking off the session at CommerceNext 2026[03:00] Why TV remains one of the hardest channels to measure[06:00] Short-term metrics for tracking TV's immediate impact[08:00] Long-term measurement: brand lift, MMM, and incrementality testing[11:00] Inside GOVX's mission and its path to TV[13:00] GOVX's shift to a 60/40 brand and performance budget[16:00] GOVX's results after partnering with Marketing ArchitectTo learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.

Influencer marketing is not a paradigm shift. At best it's an over-inflated investment (in the billions), at worst it's serving up false credibility to audiences, masked as ‘trust'. And yet, it's all that seemed to be on the agenda at Cannes this year, and is being heavily weighted in the marketing media mix by marketers that should know better. Is marketing through influencers, or content creators, a waste of money then? Ramanathan Vythilingam says no - if it's intentionally used. Ram has been researching the effectiveness of influencer campaigns, following two decades behind the scenes at Unilever. He says the name of the game now is to get savvy and more protective of brand assets and marketing dollars, especially in this marketing era of abundance and clutter.---Learn more:Looking Outside podcast www.looking-outside.comConnect with host, Jo Lepore on LinkedIn & Substack & jolepore.comConnect with Ram on LinkedIn Read Ram's WARC article on influencer marketing---⭐ Follow & rate the show - it makes a difference!---Looking Outside is a podcast exploring fresh perspectives of familiar topics. Hosted by its creator, futurist and strategist, Jo Lepore. New episodes every month. Never the same topic.All views are that of the host and guests and don't necessarily reflect those of their employers. Copyright 2026. Theme song by Azteca X.

Cannes Lions jury president Bertille Toledano and juror Jane Wakely share tips for aspiring winners of the Creative Effectiveness Lions, including lessons from this year's Grand Prix and Gold winners, how to present data, outline cultural context & and demonstrate brand growth with rigorous evidence. Guests: Bertille Toledano, CEO of BETC and Havas Creative Middle East, President of Havas Creative Network Jane Wakely, EVP, Chief Consumer & Marketing Officer, PepsiCo; Chief Growth Officer, International Foods Chapters: 00:00 – Intro: Welcome to The WARC Podcast 01:32 – Meet the Jury: Bertille Toledano & Jane Wakely 02:47 – Inside the Jury Room: Setting a Vision for Creative Effectiveness 04:25 – Diversity, Debate & Data: How the Jury Worked Together 06:51 – Measuring Impact: Retention, Acquisition & Growth Metrics 08:25 – Case Study: ‘My Japan Railway' and Design Meets Effectiveness 10:26 – Is Creative Effectiveness Getting Stronger? 13:15 – Grand Prix Decision: Why AXA's ‘Three Words' Won 15:51 – Reframing Low-Interest Categories with Human-Centric Ideas 18:10 – Pedigree in Brazil: Mutt Adoption, Culture and Category Growth 22:17 – Another Standout Case: IKEA's ‘Hidden Tags' 25:25 – How to Write a Winning Effectiveness Paper: Data & Sources 28:36 – Cultural Context for Global Juries: Don't Assume Understanding 29:25 – Category Growth vs Share Growth: What Really Matters 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-podcastsSign up to daily WARC News for free: https://www.warc.com/en/latestBook a demo: https://www.warc.com/en/subscribe

How do you break out of a performance plateau without extra budget? Footwear brand FitFlop is walking the talk (in FitFlops, of course). Fitflop's Brittany Ellam and Ash Singh from Jellyfish join WARC's David Tiltman to discuss how the brand tapped into thinking from The Multiplier Effect, and the impressive results it achieved by embracing a better approach to investing in brand and performance marketing. Guests: Brittany Ellam, Interim Global Head of Acquisition & Media, FitFlop Ashwin Singh, Media Strategy Director, Jellyfish Chapters: 00:00 – Intro: Why FitFlop is a ‘multiplier effect' case study 02:57 – FitFlop's story: from comfort innovation to global brand 04:46 – Hitting the performance plateau: shrinking baselines, falling CVR 08:00 – Jellyfish's diagnosis: mental availability, not demand, is the problem 12:59 – Funding brand without extra budget: cutting low-intent traffic 17:46 – The “dynamic replenishment loop” explained 22:17 – Build–Nudge–Connect: rethinking creative and social proof 29:35 – Results: +68% ROAS, +30% revenue and rising conversion rates 36:24 – Internal buy-in, learnings and advice for marketers 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-podcastsSign up to daily WARC News for free: https://www.warc.com/en/latestBook a demo: https://www.warc.com/en/subscribe

Land O' Lakes is working to change the cultural narrative around rural America while building B2B and B2C brands trusted by generations of farmers and consumers alike. CMO Heather Malenshek joins WARC's Ann Marie Kerwin to discuss why representation is key to building brand trust, overcoming AI biases, and much more.   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

Rebalancing toward brand from a performance-only mix lifts revenue ROI by a median of 90%. Yet 67% of senior marketers are still shifting budget the wrong direction. The gap between what marketers know and what they do turns out to be one of the costliest problems in the industry.In this episode, Elena, Angela, and Rob dig into the Multiplier Playbook, a new WARC report that surveyed over 200 senior marketers to identify the structural, cultural, and measurement barriers keeping brands stuck in a performance-only loop. They break down the doom loop, explain the missing 15% of brand value hiding in baseline sales, and discuss what it really takes to close the say-do gap. Topics covered:[01:18] What the Multiplier Playbook found about the say-do gap [02:01] Why 67% of marketers keep shifting budget toward performance [07:15] The doom loop and how performance-only thinking compounds over time [10:56] The missing 15% of brand value hiding in your baseline [14:12] Why 41% of marketers say creativity is seen as a risk [16:13] How brand investment strengthens your visibility in AI-driven search [17:55] Why 90% of ads get pulled before they ever wear inTo learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.Resources:The Multiplier Playbook: https://www.warc.com/en/the-multiplier-playbook-2026Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.

After five days, dozens of interviews, countless presentations, and conversations with some of marketing's brightest minds, one thing became clear:The future of marketing isn't about more technology. It's about better thinking.Throughout Cannes Lions 2026, we spoke with leaders from System1, WARC, Ehrenberg-Bass, Amazon Ads, Pinterest, and many of the industry's leading creative and effectiveness thinkers.In this final Cannes Cut, we reflect on the biggest themes that emerged throughout the week, including:Why simplicity continues to outperform complexityHow AI is settling into its rightful role as a tool—not a strategyThe growing danger of the efficiency trapWhy creativity remains one of the strongest commercial advantages a brand can buildThe return of long-term thinking, brand building, and strategic disciplineWe also sit down with David Tiltman (WARC) to discuss the Multiplier Effect Playbook, organisational barriers to effectiveness, why strategy is becoming more important than ever, and how marketers can bridge the gap between knowing what works and actually doing it.To close out the series, we head back onto the Croisette for one final edition of The Buzz Cut, featuring conversations with:Aaron Starkman (Rethink)Brendan Christie (Strategy Magazine)Ruxandra Papuc (AIN'T)Presented by System1.If you've enjoyed following our Cannes journey, thank you for joining us throughout the week.Chapters:00:00 - Introduction02:15 - Reflecting on an Incredible Week06:30 - Simplicity Wins11:05 - AI Finds Its Place16:10 - The Efficiency Trap21:45 - Why Brand Experience Matters26:10 - Is This the Best Time to Be a Marketer?30:30 - Interview: David Tiltman52:30 - Final Buzz Cut58:15 - Wrapping Up Cannes

CMOs often struggle to secure long-term brand investment, missing out on its multiplier effect on performance. Mike Menkes and Jason McNellis of Analytic Partners explain why performance metrics mislead, how to align with CFOs using incremental measurement, and why scenario planning builds trust and defends budgets effectively, based on WARC's Multiplier Playbook research. Hosted by Ann Marie Kerwin. Guests: Mike Menkes, Group Senior Vice President, Analytic Partners Jason McNellis, Vice President, Commercial Analytics, Analytic Partners Ann Marie Kerwin, Americas Editor, WARC Chapters: 00:00 – Introduction: Welcome to The WARC Podcast 01:44 – Why CMOs struggle to secure brand investment 02:45 – The risks of over-focusing on performance metrics 03:46 – Are CMOs and CFOs speaking different languages? 06:58 – What “incrementality” really means for marketers 08:54 – Matching marketing metrics to CFO and investor language 10:40 – Inside the “doom loop” of last-click and search over-crediting 13:28 – Balancing brand building and performance marketing 14:26 – Why most brands overspend on performance media 18:08 – Redefining ROI and ROMI with finance 20:22 – Short-term vs long-term effects of marketing investment 22:52 – Proving marketing as a growth investment, not a cost 29:03 – Using scenario planning to defend marketing budgets 31:19 – Case study: Luxury retailer increases spend instead of cutting 33:07 – One action CMOs can take tomorrow with finance 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-podcastsSign up to daily WARC News for free: https://www.warc.com/en/latestBook a demo: https://www.warc.com/en/subscribe

Bonsoir from Cannes Lions! On our last daily pod, we chat to Les Binet and Mel Arrow on the new /old rules of brand growth, Coinbase discusses brand building through crypto winter and finally, creative effectiveness themes with Gurdeep Puri and Emma de la Fosse. The WARC Podcast in Cannes is sponsored by Circana. Learn more at circana.com/warc   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

It's day 4 in Cannes. Today, 12x Cannes Lions winner Fernando Machado joins to discuss why creativity matters more than ever in the 'efficiency era', Mastercard shares the secrets of building brands with creators, and Kantar offers a new framework to avoid greenwashing. Hosted by WARC's Alex Brownsell. The WARC Podcast in Cannes is sponsored by Circana. Download the latest insights at circana.com/warc 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-podcastsSign up to daily WARC News for free: https://www.warc.com/en/latestBook a demo: https://www.warc.com/en/subscribe

Bonjour! On day 3 in Cannes, we learn more about the power of surprise with Jon Evans and Adam Morgan, TNT Sports and Twitch take on Gen Z sports media trends, and finally, insights from new B2B buyability research with LinkedIn and ServiceNow. The WARC Podcast in Cannes is sponsored by Circana. Download the latest insights today at circana.com/warc.   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

It's day 2 at Cannes Lions! Today we're talking all things effectiveness with new research from Effie, EOS Products shares how it became a marketing effectiveness leader, we review 'effectiveness frenemies' session starring Byron Sharp vs Mark Ritson, and discuss new data on influencer effectiveness based on new data from Circana. Hosted by WARC's Ann Marie Kerwin. The WARC Podcast in Cannes is sponsored by Circana. Download the latest insights today at circana.com/warc.   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

This episode has been presented by System1.What happens when Byron Sharp, Mark Ritson, System1, creators, AI, and Cannes Lions all collide on Day One?In the first edition of our Cannes Cut series, presented by System1, Marc and V unpack the biggest themes emerging from Cannes Lions 2026, including why creativity is increasingly being judged through the lens of effectiveness, why marketers may be spreading budgets too thin, and why some of the industry's biggest thinkers are converging on a surprisingly small set of principles.Along the way, the guys sit down with Vanessa Chin (SVP Marketing, System1) to discuss creativity, creators, celebrities, emotional advertising, AI-generated campaigns, and why happiness and humour continue to outperform serious purpose-driven work.They also hit the Croisette to capture perspectives from attendees, founders, creators, publishers, and marketers about the trends shaping Cannes this year.In this episode:Why effectiveness has become the dominant conversation at CannesDavid Tiltman's "Fewer, Bigger, Better" frameworkThe five things Byron Sharp and Mark Ritson agree onMental availability and why awareness isn't enoughDistinctive brand assets and why logos alone don't cut itWhy sophisticated mass marketing still mattersThe case against purpose-led marketingHow creators are becoming marketing "super touchpoints"Why funny advertising continues to outperform serious advertisingThe role AI is actually playing in modern creative developmentSights and sounds from the CroisettePlus: exclusive insights from Vanessa Chin and conversations with marketers attending Cannes from around the world.The Rosé can wait. The questions can't.In this episode:Why effectiveness has become the dominant conversation at CannesDavid Tiltman and WARC's "Fewer, Bigger, Better" frameworkThe five things Byron Sharp and Mark Ritson agree onMental availability and why awareness isn't enoughDistinctive brand assets and why logos alone don't cut itWhy sophisticated mass marketing still mattersThe case against purpose-led marketingHow creators are becoming marketing "super touchpoints"Why funny advertising continues to outperform serious advertisingThe role AI is actually playing in modern creative developmentSights and sounds from the CroisetteThe Rosé can wait. The questions can't.Chapters00:00 - Welcome to Cannes: The Excitement Begins02:53 - Insights from Industry Leaders06:06 - The Importance of Mental Availability08:52 - Distinctive Brand Assets and Their Impact12:09 - The Shift from Purpose to Emotion in Advertising14:59 - The Role of Celebrities in Marketing17:58 - The Power of Humour in Campaigns20:52 - The Future of Creators in Advertising23:48 - Final Thoughts and Key Takeaways27:25 - Conor Byrne, Exploring AI's Human Element30:03 - Alex, Insights from AI Central Media32:49 - Rachel Higgins, Connecting and Gaining Inspiration35:38 - Mariam Bebiashvili, Marketing Strategies and AI Integration

Cannes Lions 2026 Day 1: Young Lions Kickoff, AI Takes Over the Croisette & Early WinnersOn day one of Cannes Lions 2026, host Conor Byrne covers the Young Lions competition as teams prepare for a 24-hour brief, and shares highlights from meetings and sessions across the festival. He recaps a coffee catch-up with Karen Nelson-Field and plans to feature her on the podcast, then reports recurring Cannes themes around AI, including agentic AI in ad tech and the importance of transparency and human-in-the-loop control discussed by Limelight leaders. From Adweek House, he notes talks on moving at “the speed of now,” AI enabling human connection (including Grindr and TD Bank), and sponsorship as a marketing lever. He also shares early Lions winners across Creative B2B and health categories, and summarizes research from WARC, Jellyfish, and Inseed on how creativity performs differently for humans versus LLMs.00:39 Young Lions Kickoff01:24 Coffee With Karen Nelson-Field02:19 Limelight on AI Transparency04:48 Adweek House Highlights06:31 Early Lions Winners Roundup07:59 Creativity in an LLM World12:21 Oshri on Limelight US Growth14:46 Ritson vs Sharp Debrief with Marc & V from the Sleeping Barber Podcast Hosted on Acast. See acast.com/privacy for more information.

It's Day 1 of Cannes Lions! Today, new research reveals that the top 10 ads preferred by AI versus humans are almost completely different, BYD's extraordinary journey from homegrown China brand to global automotive giant, and lessons in localising global brands from Heineken. Hosted by WARC's Rica Facundo.

The months-long closure of the Strait of Hormuz remains a serious test of global ad market resilience. WARC Media's Alex Brownsell and Kate Scott-Dawkins, Global President for Business Intelligence at WPP Media, join WARC's Anna Hamill to make sense of complicated dynamics for advertisers in 2026. This episode of The WARC Podcast is sponsored by Criteo.

Jim Stengel has spent his career shaping the practice of modern marketing, and helping aspiring CMOs to take the next step in their career. He joins WARC's Catherine Driscoll to reflect on what he's learned about leadership, creativity and growth from his conversations with hundreds of marketers, and to discuss what today's marketers can do to build influence, navigate change and create lasting impact at their brands.

Beauty giants L'Oréal have built a new framework to quantify the impact of creators on marketing effectiveness. L'Oréal's Vas Kourakis and Meta's Maria Pavlova join WARC's Anna Hamill to discuss how the measurement framework came together, essential best practices, and what marketers can learn from their experience.

What if the biggest threat to your strategy isn't a competitor, a budget cut, or AI?What if it's busyness?In this Sharp Cut, Marc Binkley and Vassilis Douros tackle one of marketing and leadership's biggest comfort blankets: the belief that activity equals progress.Drawing on the work of Roger Martin, Richard Rumelt, Michael Porter, Henry Mintzberg, and decades of research in strategy, psychology, and organizational behaviour, they explore why so many companies mistake plans, initiatives, and corporate buzzwords for actual strategy.The conversation unpacks:Why strategy is fundamentally a series of choicesHow organizations become trapped in the illusion of progressWhy indecision is often the most common strategic outcomeThe hidden cost of strategic ambiguityWhat B2B buying behaviour can teach us about leadershipWhy marketing departments produce more content than ever while achieving less impactHow AI accelerates both good strategy and bad strategyThree practical actions leaders can take immediately to make better strategic decisionsThis episode is ultimately about one uncomfortable truth:Most organizations don't have a strategy problem.They have a choice problem.And until they're willing to make difficult choices, strategy remains little more than activity wearing a strategy costume.TakeawaysMost strategies presented are often just lists of initiatives.Real strategy involves making explicit choices and trade-offs.Indecision can be a strategy, but it's not an effective one.Ambiguity can be useful short-term but harmful long-term.Fluffy language often indicates a lack of real strategy.Marketing and strategy should be aligned for effectiveness.The say-do gap reflects a disconnect in organizational goals.AI can exacerbate existing strategic issues if not managed properly.Effective strategy requires clear, actionable frameworks.Leaders must be willing to make specific, falsifiable choices.Chapters00:00 - The Illusion of Strategy03:13 - Defining Real Strategy05:49 - The Challenge of Decision-Making08:49 - Indecision as a Strategy11:59 - The Role of Ambiguity in Strategy14:50 - The Cost of Fluffy Language17:48 - Marketing and Strategy Alignment21:04 - The Say-Do Gap in Organizations23:52 - The Impact of AI on Strategy27:03 - Practical Steps for Effective StrategyReferencesCappellaro, G., Compagni, A., & Vaara, E. (2021). Maintaining strategic ambiguity for protection: Struggles over opacity, equivocality, and absurdity around the Sicilian Mafia. Academy of Management Journal, 64(1), 1–37.Dixon, M., & McKenna, T. (2022). The JOLT effect: How high performers overcome customer indecision. Portfolio.Drucker, P. F. (1967). The effective executive. Harper & Row.Eisenberg, E. M. (1984). Ambiguity as strategy in organizational communication. Communication Monographs, 51(3), 227–242.Hurman, J. (2024). The case for creative effectiveness. Cannes Lions / WARC.Kantar. (2024). How optimized touchpoint planning drives brand growth. Kantar Insights.Kapero. (2024). Channels and content: The state of the marketing department. Kapero Management Consultants.Kim, W. C., & Mauborgne, R. (2005). Blue ocean strategy: How to create uncontested market space and make the competition irrelevant. Harvard Business Review Press.Lafley, A. G., & Martin, R. L. (2013). Playing to win: How strategy really works. Harvard Business Review Press.Martin, R. L. (2020, October 5). The role of management systems in strategy. Roger Martin Substack. https://rogerlmartin.substack.comMartin, R. L. (2021, April 19). It's time to accept that marketing and strategy are one discipline. Medium. https://rogermartin.medium.comMartin, R. L. (2023, January 23). Being ‘too busy' means your personal strategy sucks. Roger Martin Substack. https://rogerlmartin.substack.comMartin, R. L. (2026, March 16). Becoming an AI-augmented enterprise. Roger Martin Substack. https://rogerlmartin.substack.comMintzberg, H. (1973). The nature of managerial work. Harper & Row.Mintzberg, H. (1987). The strategy concept I: Five Ps for strategy. California Management Review, 30(1), 11–24.Morgan, A. (2024). The cost of dull. Cannes Lions / System1 Research.Porter, M. E. (1996). What is strategy? Harvard Business Review, 74(6), 61–78.PwC. (2025). 28th annual global CEO survey: Reinvention on the edge of tomorrow. PricewaterhouseCoopers.Rush. (1980). Freewill [Song]. On Permanent Waves. Anthem / Mercury Records. (Lyrics by Neil Peart.)Rumelt, R. P. (2011). Good strategy, bad strategy: The difference and why it matters. Crown Business.Strategic ambiguity systematic review (Authors, 2025). Strategic ambiguity: A systematic review, a typology and a dynamic capability view. Management Decision, 63(13), 123–xx. [Full citation TK once confirmed]Turner, M. (2024). How buyable B2B emotions unlock $19 trillion in category growth. LinkedIn / The B2B Institute.WARC. (2026). The Multiplier Playbook. WARC.Waytz, A. (2023, March-April). Beware a culture of busyness. Harvard Business Review.Wilson, T. D., Reinhard, D. A., Westgate, E. C., Gilbert, D. T., Ellerbeck, N., Hahn, C., Brown, C. L., & Shaked, A. (2014). Just think: The challenges of the disengaged mind. Science, 345(6192), 75–77.

With billions pouring into sports marketing this year, the stakes are high for brands. Ahead of the FIFA World Cup, and with more advertisers backing women's sports, We Are Social Sport's Joe Weston and Fuse's Matt Bailey join WARC's Anna Hamill to discuss the emerging trends in sports marketing.

How do social values and environmental sustainability boost marketing effectiveness? Goodvertising's Thomas Kolster joins WARC's Amy Rodgers to discuss how sustainability is a driving factor on the most effective advertising campaigns, based on WARC Rankings data.

How does a 175-year-old news brand thrive in a volatile media economy? Amy Weisenbach, Chief Marketing Officer at The New York Times, joins WARC's Anna Hamill to discuss the strategies behind the publication's outsized revenue growth, as well as how to build brand trust and daily habits across news, games, sports and much more.

AI companions, social media concerns and 'comfort spending' are among key trends shaping consumer behaviour in 2026. WARC's Adi Kishore speaks to Stephanie Siew and GWI's Jason Mander about the big changes marketers need to know, based on WARC's 2026 Consumer Trends Report.

Are you stuck in the ROAS death spiral? Marketers have long struggled to prove the ROI of brand building, relying on flawed, short-term metrics that erode long-term value. BERA's Michael Reh and WARC's Ann Marie Kerwin explore how to accurately track and quantify the Multiplier Effect—the compound growth achieved when brand and performance marketing work together.

Today in the business of podcasting:Spotify is expanding its Verified by Spotify badge to podcast shows, adding a green checkmark to identify official creator, publisher, and brand presences on the platform based on listener activity, platform standing, and audience authenticity.The 2026 Podnews Report Card collected 779 pieces of community feedback on major podcast platforms, with YouTube reaching second place in the overall rankings for the first time, just behind Apple Podcasts and ahead of Spotify.A new WARC report, The Multiplier Playbook, surveying more than 200 senior marketers finds that 60% say their C-suite does not fully understand the role of advertising, and only 21% say advertising objectives align with broader corporate goals.New Omeda research finds 70% of publishers consider audience data critical, yet only 9% of their organizations use it effectively, a gap writer Brian Morrissey links to decentralized and siloed data infrastructure.YouTube is rolling out its AI-powered likeness detection technology to all eligible creators over 18, expanding access beyond select YouTube Partner Program members and allowing users to set up protection via ID verification.To find links to these, and every article covered in today's episode, click here. You can also subscribe to The Download's newsletter to receive the full issue straight to your email inbox every day.

For decades, marketers have debated one question:How much frequency is enough?But what if the industry has been arguing about two completely different things the entire time?In Part 2 of this Sharp Cut series, Marc Binkley and Vassilis Douros revisit the reach vs frequency debate after a wave of listener feedback challenged, refined, and strengthened the original episode. What emerges is a far more nuanced framework built around one critical distinction: burst frequency vs drip frequency.Drawing on work from Byron Sharp, Les Binet, Hermann Ebbinghaus, Stu Carr, Dale Harrison, Paul Hindle, and real-world incrementality testing from industry practitioners, this episode breaks down:Why frequency is not one thingThe difference between burst and drip frequencyHow memory actually works in advertisingWhy brands quietly lose effectiveness when they go darkThe hidden risks of streaming frequency capsWhy low frequency can appear more effective than it really isThe three real jobs of frequency: building, refreshing, and activatingWhy impressions and average frequency often mislead marketersHow last-click attribution continues to distort decision makingThe planning mistakes quietly wasting media budgets todayThis episode reframes one of marketing's oldest debates through the lens of memory, incrementality, and effectiveness.Because the real question was never reach versus frequency.It was burst versus drip.Chapters00:00 - Introduction to Comfort Blankets in Advertising03:40 - Understanding Memory in Advertising08:05 - Building and Refreshing Memory Structures10:08 - The Impact of Streaming on Frequency13:50 - The Three Jobs of Advertising20:38 - Measurement Challenges in AdvertisingOriginal LinkedIn Post: https://www.linkedin.com/feed/update/urn:li:activity:7453434962604691457/Special thanks to all those who inspired this follow-up episode:Stu Carr, Dale Harrison, Paul Hindle and Dennis A.ResourcesBinet, L. (2024, January 17). How advertising REALLY works [Video]. YouTube. https://www.youtube.com/watch?v=B9EDJs3evCIBinet, L., & Davis, W. (2025, October). Go big or go home [Conference presentation]. IPA Effectiveness Conference, London, UK. https://ipa.co.uk/news/go-big-or-go-homeBinkley, M. (2025, August 7). 4Ps - Promotion: Why your customers say ads don't work on me. WARC. https://www.warc.com/en/article/4ps---promotionCarr, S. (2026, February 2). Why a frequency of 1 works, and why it isn't nearly enough. Mi3. https://www.mi-3.com.au/02-02-2026/why-frequency-1-works-and-why-it-isnt-nearly-enoughEbbinghaus, H. (1885). Uber das Gedachtnis: Untersuchungen zur experimentellen Psychologie. Duncker & Humblot.Gordon, B. R., Moakler, R., & Zettelmeyer, F. (2026). Predictive incrementality by experimentation (PIE) for ad measurement (NBER Working Paper). National Bureau of Economic Research.Harrison, D. W. (2022, November). Ad reach and frequency are not independent variables [LinkedIn post]. LinkedIn. https://www.linkedin.com/posts/dale-w-harrisonKlepek, M. (2025). Duplication of purchase and double jeopardy in social media markets [Working paper]. Silesian University of Technology.Krugman, H. E. (1972). Why three exposures may be enough. Journal of Advertising Research, 12(6), 11-14.Ritson, M. (2023, October 16). Consumers don't get tired of ads, only marketers do. Marketing Week. https://www.marketingweek.com/consumers-tired-ads-marketers/Sharp, B. (2010, September 4). Frequency and frequency: Something to watch out for [Blog post]. Marketing Science. https://byronsharp.wordpress.com/2010/09/04/frequency-and-frequency-something-to-watch-out-for/Sharp, B., Romaniuk, J., & Kennedy, E. (Eds.). (2021). Marketing: Theory, evidence, practice (3rd ed.). Oxford University Press.Taylor, J., Kennedy, R., & Sharp, B. (2009). Is once really enough? Making generalizations about advertising's convex sales response function. Journal of Advertising Research, 49(2), 198-200.Thomaz, F. (2024, October 15). Reach sufficiency and the missing dimension [Conference presentation]. SXSW Sydney, Sydney, Australia. Reported in Mi3. https://www.mi-3.com.au/15-10-2024/really-mediocre-outcomes

Today in the business of podcasting:Spotify is expanding its Verified by Spotify badge to podcast shows, adding a green checkmark to identify official creator, publisher, and brand presences on the platform based on listener activity, platform standing, and audience authenticity.The 2026 Podnews Report Card collected 779 pieces of community feedback on major podcast platforms, with YouTube reaching second place in the overall rankings for the first time, just behind Apple Podcasts and ahead of Spotify.A new WARC report, The Multiplier Playbook, surveying more than 200 senior marketers finds that 60% say their C-suite does not fully understand the role of advertising, and only 21% say advertising objectives align with broader corporate goals.New Omeda research finds 70% of publishers consider audience data critical, yet only 9% of their organizations use it effectively, a gap writer Brian Morrissey links to decentralized and siloed data infrastructure.YouTube is rolling out its AI-powered likeness detection technology to all eligible creators over 18, expanding access beyond select YouTube Partner Program members and allowing users to set up protection via ID verification.To find links to these, and every article covered in today's episode, click here. You can also subscribe to The Download's newsletter to receive the full issue straight to your email inbox every day.

Meta's ad business funds an aggressive AI programme which, in turn, fuels the flywheel through further increases in ad revenue. WARC's Alex Brownsell joins Anna Hamill explore Meta's hyper-efficient ad business, evaluate usage across its apps, and assess the performance of Meta campaigns.

WARC's research The Multiplier Effect proved that stronger brand equity acts as a multiplier, driving greater impact and efficiency for performance advertising. Ahead of the next stage of the project, WARC's Ann Marie Kerwin spoke to David Tiltman and the ANA's Stephanie Fierman about new survey data and what we've learned so far.

This week, we're sharing one of our top episodes from the archive. Enjoy, and we'll be back wiht new content next week!Only half of marketers believe they understand marketing effectiveness principles according to WARC. Even worse, many US marketers lag their global peers in applying these proven frameworks for growth. Elena, Angela, and Rob break down the most important marketing effectiveness principles every marketer should know. They examine why these principles work, how to apply them to your brand, and what happens when marketers ignore them. Plus, learn why broad reach and brand building still matter, even in today's digital-first world.Topics covered:•    [01:00] How one healthcare CMO used marketing effectiveness to secure record budgets•    [04:00] Why broad reach matters more than narrow targeting•    [07:00] The science behind distinctive brand assets•    [10:00] Why light buyers drive more growth than loyal customers•    [14:00] The truth about the 60/40 brand building rule•    [19:00] How excess share of voice predicts market share growth•    [22:00] Mental and physical availability's impact on salesTo learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.Resources:2023 MI3 Article: https://www.mi-3.com.au/17-04-2023/how-ex-pg-us-marketer-ditched-cohorts-personas-and-restrictive-segmentation-blended-0Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.

Today in the business of podcasting:Register for Trust and Attention: Why Sports Media Wins (And How Brands Prove It)A new report from the Reuters Institute for the Study of Journalism finds that news podcast publishers are pivoting to video in response to audience demand and platform changes, while audience research shows that video and audio podcast consumers largely overlap. Publishers are also experimenting with hybrid revenue models — including live events, merchandise, and subscriptions — to supplement advertising income.WARC's The Future of Measurement 2026 identifies three major trends reshaping advertising measurement: a shift toward outcomes-based approaches, the expanding role of AI in campaign analysis and planning, and the rise of "creative intelligence" tools that aim to predict ad performance before campaigns launch.The IAB projects creator ad spend will reach around $44 billion this year, but the form of creator promotion is shifting — sponsored content is giving way to paid ads featuring creators directly, and third-party clipping networks are emerging as a new paid distribution strategy.The New York Times reported Q1 2026 digital advertising revenue grew 31.6% year over year, with CEO Meredith Kopit Levien crediting the company's expanding content portfolio and identifying video as a key area of strategic investment.The UK government has confirmed that podcasting and audio will be formally recognized within the Standard Industrial Classification 2026 framework, a milestone AudioUK says will reshape how podcast and audio businesses are defined, measured, and supported in the British economy.To find links to these, and every article covered in today's episode, click here. You can also subscribe to The Download's newsletter to receive the full issue straight to your email inbox every day.

Today in the business of podcasting:Register for Trust and Attention: Why Sports Media Wins (And How Brands Prove It)A new report from the Reuters Institute for the Study of Journalism finds that news podcast publishers are pivoting to video in response to audience demand and platform changes, while audience research shows that video and audio podcast consumers largely overlap. Publishers are also experimenting with hybrid revenue models — including live events, merchandise, and subscriptions — to supplement advertising income.WARC's The Future of Measurement 2026 identifies three major trends reshaping advertising measurement: a shift toward outcomes-based approaches, the expanding role of AI in campaign analysis and planning, and the rise of "creative intelligence" tools that aim to predict ad performance before campaigns launch.The IAB projects creator ad spend will reach around $44 billion this year, but the form of creator promotion is shifting — sponsored content is giving way to paid ads featuring creators directly, and third-party clipping networks are emerging as a new paid distribution strategy.The New York Times reported Q1 2026 digital advertising revenue grew 31.6% year over year, with CEO Meredith Kopit Levien crediting the company's expanding content portfolio and identifying video as a key area of strategic investment.The UK government has confirmed that podcasting and audio will be formally recognized within the Standard Industrial Classification 2026 framework, a milestone AudioUK says will reshape how podcast and audio businesses are defined, measured, and supported in the British economy.To find links to these, and every article covered in today's episode, click here. You can also subscribe to The Download's newsletter to receive the full issue straight to your email inbox every day.

Not all time spent with social media is equal, according to new research. Social effectiveness varies significantly by time of day, giving out of home media an important role in priming and amplifying social media campaigns. Posterscope's Russell Smither and Dentsu's Ciara Smyth join WARC's Alex Brownsell to discuss.

Effectiveness expert James Hankins joins the pod to analyse influential ideas in marketing effectiveness, including the Hankins hexagon, share of search, digital availability, and the gravity of e-commerce. Hosted by WARC's David Tiltman.

Today in the business of podcasting:Tom Webster audits iHeartMedia station clusters in Indianapolis, Pittsburgh, and Salt Lake City and finds that locally originating programming makes up a tiny fraction of weekday airtime, while local advertising load remains far higher, reframing what a SiriusXM acquisition would actually affect.Amplitude Media Partners' Reggie Risseeuw breaks down recent Megaphone ad server updates, including new Priority Pre-Book campaign tools and a mandatory geotargeting requirement taking effect July 14, 2026.WARC projects advertisers will spend over $10.5 billion during the four weeks of the 2026 FIFA World Cup, reversing a spending decline from the 2022 Qatar edition, with Spotify expecting the tournament to drive significant content consumption across its platform.Kirby Grines examines how the most valuable ad inventory is shifting away from exposure-based outcomes toward measurable results, with creators and rights holders building vertically integrated businesses to capture that value directly.To find links to these, and every article covered in today's episode, click here. You can also subscribe to The Download's newsletter to receive the full issue straight to your email inbox every day.

Today in the business of podcasting:Tom Webster audits iHeartMedia station clusters in Indianapolis, Pittsburgh, and Salt Lake City and finds that locally originating programming makes up a tiny fraction of weekday airtime, while local advertising load remains far higher, reframing what a SiriusXM acquisition would actually affect.Amplitude Media Partners' Reggie Risseeuw breaks down recent Megaphone ad server updates, including new Priority Pre-Book campaign tools and a mandatory geotargeting requirement taking effect July 14, 2026.WARC projects advertisers will spend over $10.5 billion during the four weeks of the 2026 FIFA World Cup, reversing a spending decline from the 2022 Qatar edition, with Spotify expecting the tournament to drive significant content consumption across its platform.Kirby Grines examines how the most valuable ad inventory is shifting away from exposure-based outcomes toward measurable results, with creators and rights holders building vertically integrated businesses to capture that value directly.To find links to these, and every article covered in today's episode, click here. You can also subscribe to The Download's newsletter to receive the full issue straight to your email inbox every day.

What does brand resiliency mean in a polycrisis? Fast Venture's Wade Eagar shares a four-phase framework for marketers to navigate geopolitical and economic uncertainty with WARC's Catherine Driscoll.

94% of pricing power comes from how meaningfully different a brand is perceived to be. So why are so many marketers playing it safe?This week, Elena, Angela, and Rob ditch the safe answers and eat progressively spicier hot wings while doing it. Inspired by the format of Hot Ones, each round brings hotter wings and bolder takes on the marketing strategies most people are afraid to question. From the real cost of over-targeting to why your first-party data obsession may be holding you back, these are the opinions your marketing team needs to hear, even if they sting a little.Topics covered:[01:00] Research on why playing it safe is the riskiest bet in marketing[04:00] Low CPMs on TV aren't a red flag[06:00] Retargeting is overrated and doesn't grow your business[08:00] Most marketers are over-targeting and overpaying for the illusion of precision[14:00] Digital attribution set marketers back a decade[19:00] First-party data obsession is preventing real growth[22:00] Brands should stop producing TV spots like it's 2006To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter. Resources:2025 Ad Age Article: https://adage.com/article/opinion/why-playing-it-safe-riskiest-bet-marketing/2603646/2025 WARC and Kantar Report: https://www.warc.com/SubscriberContent/article/warc-exclusive/playing-it-safe-is-not-safe-how-the-most-successful-brands-stand-out/en-gb/147826Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.

Sephora is one of the world's biggest beauty retailers. Zena Arnold, US CMO, joins the pod to discuss 'the lipstick effect', why Sephora is investing in women's sports, emerging retail trends and the importance of brand building. Hosted by WARC's Anna Hamill.

Ideas on their own don't deliver marketing effectiveness. What if the real driver is something less visible? BMF Australia's Anna Bollinger and Christina Aventi join WARC's Rica Facundo to discuss the outsized influence of soft skills including trust, psychological safety and simplicity.

From LLM platforms for discovery through to 'bot-to-bot commerce', agentic commerce is already revolutionizing the retail media space. WARC's Ann Marie Kerwin is joined by Andrew Lipsman and Alex Brownsell to discuss WARC's new Retail Media Radar report.

Effectiveness expert Tom Roach joins the pod to analyse some essential ideas in marketing effectiveness, including the performance plateau, the modified funnel, 'lots of little' and share of model. Hosted by WARC's David Tiltman.

Today in the business of podcasting: Apple Podcasts Video Launch: Apple released iOS 18.4 with HTTP Live Streaming (HLS) support for Apple Podcasts video, with 48 podcasts available at launch including 31 hosted on Acast, though macOS and Apple TV support is not yet available.FIFA World Cup 2026 Podcast Advertising Opportunity: With $10.5 billion in incremental global ad spend forecast during the 2026 FIFA World Cup quarter, brands are expanding beyond live match broadcasts into companion media like sports podcasts, creating a major growth opportunity for podcast advertising revenue.Audio Advertising Spend Gap Study: Audion and WPP Media released a French-market study revealing that audio accounts for 34% of media consumption time but only 6% of advertising revenue, highlighting a significant audio advertising spend gap similar to trends seen in the U.S. market.To find links to these, and every article covered in today's episode, click here. You can also subscribe to The Download's newsletter to receive the full issue straight to your email inbox every day.

Today in the business of podcasting: Apple Podcasts Video Launch: Apple released iOS 18.4 with HTTP Live Streaming (HLS) support for Apple Podcasts video, with 48 podcasts available at launch including 31 hosted on Acast, though macOS and Apple TV support is not yet available.FIFA World Cup 2026 Podcast Advertising Opportunity: With $10.5 billion in incremental global ad spend forecast during the 2026 FIFA World Cup quarter, brands are expanding beyond live match broadcasts into companion media like sports podcasts, creating a major growth opportunity for podcast advertising revenue.Audio Advertising Spend Gap Study: Audion and WPP Media released a French-market study revealing that audio accounts for 34% of media consumption time but only 6% of advertising revenue, highlighting a significant audio advertising spend gap similar to trends seen in the U.S. market.To find links to these, and every article covered in today's episode, click here. You can also subscribe to The Download's newsletter to receive the full issue straight to your email inbox every day.