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by WARC
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.
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- Today37 min
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-c3a1888f29e6467299bf892259f1b7e1The 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
- 5 days ago37 min
The hidden powers of out of home media
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 Media01:47 — Meet the Guests: WPP Media's Richard Kirk & Ocean Outdoor's Steve Bernard02:10 — Media Signaling: How Channels Shape Brand Perceptions06:07 — Why Out-of-Home Advertising Needs Format-Level Research09:38 — Attention vs. Signaling: Two Measures of Media Quality12:16 — UK Digital Out-of-Home: Premium Formats and 3D Creative14:53 — How the Out-of-Home Signaling Study Was Conducted16:36 — Study Results: Premium OOH, Iconic Formats, and TV19:15 — Using Brand Signaling to Justify Premium Media CPMs23:20 — How Premium OOH Can Amplify Omnichannel Campaigns25:43 — What Signaling Research Means for Media Planners28:46 — Key Takeaways: Trust, Reach, and Attentive Signaling32:02 — Quality-Adjusted Reach: Planning Media for Business Outcomes#marketing #advertising #mediaplanning #OOH 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
- 1 weeks ago32 min
The 'vanilla imperative': Why American ads play it so safe
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? Shaan 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 move to avoid alienating a fragmented market.Guests: Shaan Biglione, Co-founder, Kumkuat AIAnn Marie Kerwin, Americas Editor, WARCChapters:00:00 Intro: Why US Advertising is so carefully bland02:10 U.S. Ads vs. Global Ads: A creative gap?03:52 Is bland advertising a result of fiduciary duties?05:49 Why American ads favor literal, verifiable claims08:20 American identity and the challenge of mass marketing11:28 Cultural identity in US consumer audiences13:44 Media fragmentation, algorithms, and US consumer Tribes17:39 Nike, Liquid Death, and Yeti: Winning niche audiences21:47 The 'stretch but don’t break' brand framework23:34 The snap, overlap, and trip-wire tests for brand strategy27:14 Screenshot and Boomerang tests for advertising campaigns30:22 Protecting your brand core and exploring new flavors#marketing #advertising #creativity #brandstrategy 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
- 1 weeks ago29 min
Video: B2B marketing's secret superpower
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 Non-Video[05:03] How B2B Video Drives Market Share, ROI and Search Performance[07:14] The “Video Paradox”: High B2B Video Effectiveness but Flat Investment Budgets[09:35] Winning Over The B2B Buying Group[12:34] Amazon Business's CMO on Using Video Across the Full B2B Marketing Funnel[15:05] Creative Lessons: Designing Silent-First B2B Video and Proving ROI with Data[16:34] Discoverable, Credible, Winnable: How Video Builds B2B Brand Trust and Recall[18:35] Why B2B Marketers Underinvest in Video and Misjudge Business Buyers[22:32] Use Cases For B2B Video[24:40] Make Video Work Harder: Jobs-to-Be-Done and Journey-Led Planning[27:22] The Future of B2B Video: AI, Hidden Buyers and CFO-Friendly MeasurementSupporting resources on WARC.com:Unlocking the Value of Video in B2B: https://www.warc.com/en/article/unlocking-the-value-of-video-in-b-2-b-728926f28b29431c9493c568690fefea#B2Bmarketing #marketing #advertising #videomarketing #media #B2B #marketingscience 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 weeks ago30 min
Marketing in the K-shaped economy
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 WARC Podcast, WARCChapters:[00:00] Intro: Marketing in the K-shaped Economy[00:09] What Is the K-Shaped Economy? Setting the Marketing Context[02:28] A Two-Speed Consumer Reality: Hermes vs Buy Now Pay Later[03:09- How the K-Shaped Economy Changes Demand, Resilience and Marketing[05:46] Top of the K: Affluent Consumers Driving Global Marketing Spend[07:31] The End of the “Average Consumer” and What It Means for Marketers[10:33] Mid-Market Brands in a K-Shaped Economy[11:55] Redefining Value in Marketing: Beyond Low Price to Emotional Return[14:07] Category, Occasion and Pricing Strategy in a K-Shaped Economy[17:29] Marketing to Affluent Consumers: Luxury Lessons on Depth and Pricing Power[19:27] Marketing to Pressured Consumers: Value, Dignity and Life-on-a-Budget[22:00] How Technology Accelerates the K-Shaped Economy[24:07] K-Shaped AI Adoption and Strategic Questions for Marketing Leaders 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 weeks ago25 min
Bigger isn't always better for creator strategy
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, 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
- 3 weeks ago39 min
How Boots is operationalizing creative effectiveness
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 director, BootsAnastasia Leng, founder and CEO of CreativeXIan Forrester, founder and CEO of DAIVIDChapters:[00:00] Boots, CreativeX and DAIVID’s Real‑World Test[03:55] Boots’ effectiveness journey[05:49] 3,500 assets at scale: how CreativeX built creative observability for Boots[07:43] What is a creative quality score?[09:32] Inside DAIVID’s model: attention and brand recall metrics[11:41] Human ground truth vs synthetic data panels[12:52] Linking creative signals to real‑world commercial outcomes[14:55] Results of the testing on Meta and YouTube[17:22] Diagnosing boredom, confusion and underperforming creative at scale[20:02] How Boots uses creative data to reinvest, not cut, media spend[22:02] From one‑off analysis to always‑on optimization[24:34] Feeding signals into GenAI and creator workflows[27:26] Fixing long‑tail content waste in digital media[30:18] Common language for creative and media teams[38:06] Boots’ 18‑month vision: operationalized creative effectiveness 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 weeks ago37 min
The psychological 'pause' reshaping the customer journey
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] – Introducing “The Alchemy of Consideration” with TikTok & Mindscope[1:56] – Does Marketing Misunderstand the Consideration Phase in the Customer Journey?[3:28] – Why Traditional Journey Models Are Broken[5:51] – Reframing Decision-Making Beyond Funnel Thinking[10:41] – What Is a Behavioral Pause?[12:57] – Desire vs Need: Liking, Wanting, and Value Alignment in Consumer Choice[13:42] – How Pauses Show Up on TikTok[16:54] – The Cost of Forcing Narratives in the Consideration Phase[18:18] – Short-Term KPIs vs Long-Term Brand Building: Rethinking the Attention Economy[21:10] – The Four Forces of Consideration: Social, Cognitive, Contextual, and Emotional[23:18] – Why Context Has Veto Power: Viewing Environment and Mental Availability[27:44] – How Brands Can Improve Consideration Effectiveness 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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About The WARC Podcast
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