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...
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The WARC Podcast
Make it WARC. Make it Effective. Get closer to insights, stories and lessons behind great marketing with conversations hosted by the world’s leading authority on marketing effectiveness.
Episodes
20 of 487 episodesThe 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...
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 struct...
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 Lin...
Marketing in the K-shaped economy
2026 has been a challenging year for marketers, with constant upheaval forcing tough decisions and pivots. Amid all this: the impact of the...
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 Kl...
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...
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 c...
Understanding 'Future Demand' with James Hurman
Effectiveness expert James Hurman joins to discuss the key ideas in his new book 'Future Demand', why performance marketing is plateauing, h...
The Effective CMO: Instacart's Laura Jones returns
Instacart's Laura Jones returns to share practical lessons from Instacart's brand transformation including prioritising effectiveness, brand...
The multiplier effect of creativity
The biggest creative risk? Not being creative enough. System1's Andrew Tindall joins WARC's Ann Marie Kerwin to discuss the multiplier effec...
Revisiting 'How Brands Grow' with Byron Sharp
'How Brands Grow' is one of the most influential books in marketing, exploring rules of brand growth such as mental and physical availabilit...
The Effective CMO: Procter & Gamble's Marc Pritchard
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...
Emerging themes in creative effectiveness
What do the winning campaigns from the Cannes Lions for Creative Effectiveness tell us about the successful marketing in 2026? WARC's Amy Ro...
Agentic AI and the new delegation of consumer choice
New research by PHD and WARC explores the scale, timeline and implications of agentic AI for the wider marketing ecosystem. PHD's Rohan Tamb...
Social media, creators and the 'twin pace' brand
New research from WARC finds that social and creator marketing – for all its speed and cultural relevance – hits three structural ceilings t...
Who murdered Madison Avenue?
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 d...
Beyond vibes: Creator strategies to drive real effectiveness
Just 29% of creator ads outperform the average brand ad. Research from System 1, WPP Media and Tiktok uncovers what drives attention, emotio...
The Effective CMO: Uber's Lucinda Barlow
Uber's Lucinda Barlow offers advice for marketers on how to build a safe culture for creative experimentation, identifying strategic blind s...
The great divide: how to overcome marketing silos
How do the best marketers actually integrate brand and performance – not just in theory, but in org design, planning and measurement? Prophe...