The WARC Podcast

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.... more

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FAQs about The WARC Podcast:

How many episodes does The WARC Podcast have?

The podcast currently has 476 episodes available.

The WARC Podcast episodes:

August 27, 2026 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 availability, double jeopardy, and increasing penetration. Professor Byron Sharp, its author and director of the Ehrenberg-Bass Institute, joined WARC's David Tiltman at Cannes Lions to revisit its core principles and how they apply to today's marketing landscape.
Guests:
Byron Sharp, author, How Brands Grow; Professor of Marketing Science, University of Adelaide; Director, Ehrenberg Bass Institute
David Tiltman, Chief Content Officer, WARC
Chapters:
[00:00] Introduction: Prof. Byron Sharp joins The WARC Podcast
[02:40] Mental and physical availability: Where Byron Sharp and Mark Ritson align
[04:00] Inside 'How Brands Grow': Laws of brand growth explained
[05:20] The NBD-Dirichlet Model and Ehrenberg’s Law of Buyer Frequency
[07:15] Andrew Ehrenberg’s influence on marketing science
[09:30] Brand awareness and brand salience
[12:40] Why CMOs must know the laws of marketing science
[15:30] What brand image data really shows
[18:50] Navigating recession: Should brands cut advertising spend?
[22:10] Inflation, private label growth and CPG brand strategy
[26:00] Mental availability as a brand asset
[29:40] How small brands grow
[32:20] Differentiation vs distinctiveness
[36:12] Byron Sharp's advice on pricing power
[37:30] How does brand image differ from mental availability?
[40:16] How Ehrenberg-Bass laws work in disrupted and high-growth markets
[42:24] The future of marketing science & fact-checking hype
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
...more
47min
August 25, 2026 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 share insights and lessons from almost 40 years in marketing at the CPG giant, including the enduring power of brand building, the evolution of media, adapting to the AI era, and how brand purpose and cultural insights delivered real business growth for its brands.
This episode is sponsored by Circana. Learn more about their AI-powered marketing mix solution LiquidMix at circana.com/warc.
Guests:
Marc Pritchard, Chief Brand Officer, Procter & Gamble
Anna Hamill, Senior Editor, The WARC Podcast
Topics covered:
[00:00] – Intro: P&G’s Marc Pritchard joins The WARC Podcast
[02:01] – Defining marketing effectiveness: P&G’s 'five-fecta' growth framework
[04:08] – P&G's brand-building fundamentals: the “who, what, how” model
[07:09] – From TV to AI: How media fragmentation is changing marketing
[07:51] – Media transparency and the missing sales attribution signal
[10:18] – Why retail media is reshaping commerce at P&G
[12:09] – How P&G is adopting retail media, algorithms and content flywheels
[15:01] – AI as a brand-building and accelerator
[18:32] – In-housing media, content and ad testing to speed up innovation
[21:38] – Inside P&G's culture of marketing effectiveness
[23:13] – Balancing content volume, quality and media spend
[29:51] – How brand purpose and cultural insights grew P&G's brands
[34:29] – How CMOs can navigate uncertainty around brand purpose
[36:42] – Marc Pritchard's career advice for young 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-podcasts
Sign up to daily WARC News for free: https://www.warc.com/en/latest
Book a demo: https://www.warc.com/en/subscribe
...more
40min
August 20, 2026 Emerging themes in creative effectiveness
What do the winning campaigns from the 2026 Cannes Lions for Creative Effectiveness tell us about successful marketing in 2026? WARC's Amy Rodgers and Effie Insight's John Bizzell examine the big narratives emerging from this year's winners, in a category that rewards creativity that has also met business goals.
Read the full report 'Creative Effectiveness Lions: Insights from the 2026 winners' here: https://www.warc.com/en/article/creative-effectiveness-lions-insights-from-the-2026-winners-c0d6c1492bb549a68c1e15dc36855364
Guests:
Amy Rodgers, Head of Content, WARC Rankings and Effie Insights
John Bizzell, Content Lead, Effie Insights
Bertille Toledano, Jury President, Cannes Lions Creative Effectiveness 2026
Jane Wakely, Juror, Cannes Lions Creative Effectiveness 2026
João Gabriel Fernandes, Chief Strategy Officer, almapBBDO
Chapters:
[00:00] – Introduction: Creative Effectiveness Trends from Cannes Lions
[01:30] – Inside the Cannes Lions Creative Effectiveness jury room
[02:23] – What Makes a Creative Effectiveness Lion Different
[05:09] – Cultural Intelligence in Action: Pedigree's Caramello and AXA's Three Words
[09:33] – How Creative Campaigns Drive Real Business Growth and Societal Impact
[12:20] – Turning Brand Assets into Interactive Tools: Vaseline, Ziploc, IKEA
[14:21] – Reimagining Social to Build Brands: Uber Eats, IKEA “You up?” and Tips for Future Entrants
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
...more
18min
August 18, 2026 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 Tambyrajah and WARC's David Tiltman join Anna Hamill to discuss the implications for marketing as decision-making increasingly evolves from human consumers to machine intermediaries, including the 'Four Modes' frameworks, and key recommendations to navigate this new dynamic.
Read 'From abundance to agents: How the delegation of choice is transforming marketing' on WARC: https://www.warc.com/en/article/from-abundance-to-agents-how-the-delegation-of-choice-is-transforming-marketing-dda80ff252d141c4bdb7211d230f407d
Guests:
David Tiltman, Chief Content Officer, WARC
Rohan Tambyrajah, Worldwide Chief Strategy Officer, PHD
Anna Hamill, Senior Editor, The WARC Podcast
Chapters:
[00:00 – Introduction: Agentic AI and the new customer journey
[02:18] – Defining the 'two audience problem': humans and AI agents
[02:47] – Why this agentic AI research matters for marketing
[04:47] – Utopia vs dystopia: The realistic business case for agentic AI
[06:34] – The abundance problem: fragmented attention and declining effectiveness
[07:00] – Delegation to AI agents: From discovery and planning to automated action
[09:30] – Which categories will agentic commerce disrupt first?
[11:49] – 'Four Modes' framework overview
[15:25] – Applying the 'Four Modes' framework by category
[17:26] – Diagnosing your category’s current mode and spot signals of shift
[20:15] – Developing human meaning and machine readability
[22:31] – Effective advertising in an agentic AI world
[25:02] – Balancing brand building, performance and agentic optimization
[33:26] – Category entry points and mapping the agentic customer journey
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
...more
40min
August 13, 2026 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 that no amount of additional content or paid media can break through alone. Tackling these ceilings is key to sustained growth. Rob Brittain and Rica Facundo join WARC's Biprorshee Das to discuss Pace Principle 2.0, WARC's latest research on marketing effectiveness from Asia.
Guests:
Rob Brittain, Marketing Effectiveness Consultant and co-author of Pace Principle 2.0
Rica Facundo, Managing Editor - APAC, WARC and co-author of Pace Principle 2.0
Biprorshee Das, India Editor, WARC
Chapters:
[00:00] Introduction: WARC's Pace Principle 2.0 research
[02:39] What is a “social sprint”?
[04:16] Content virality is an outcome, not a growth strategy
[06:30] What is the difference between social strategy and emotional strategy?
[09:35] Why do broad emotional strategies outperform social?
[12:21] How should brands choose between micro creators and celebrity influencers?
[16:28] The three ceilings of social media (platform, cultural, self-sustaining)
[19:17] Aligning target market and creative strategy boosts effectiveness by 70 percent
[23:03] Moving from “always on” content to always relevant
[25:32] Social and creator campaign measurement
[29:42] Key Pace Principle 2.0 recommendations 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
...more
32min
August 11, 2026 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 decades. Ad industry analyst and author Michael Farmer joins WARC's David Tiltman to discuss his new book 'Madison Avenue Revisited' and offer his take on 30+ years of change to advertising business models, including the impact of dysfunctional client-agency relationships, increased creative workloads and AI.
Guests:
Michael Farmer, Chairman and CEO, Farmer&Co; Professor of Branding and Integrated Communications at The City College of New York
David Tiltman, SVP - Content, WARC
Chapters:
[00:00] Introduction: Michael Farmer joins The WARC Podcast
[06:49] From 'Madison Avenue Manslaughter' to 'Madison Avenue Revisited'
[11:25] How ad agency workloads doubled while fees halved
[18:29] Why big advertisers are underperforming GDP
[23:44] Short-termism and the failure to brief for brand growth
[27:51] The key factors undermining advertising economics
[30:11] Artificial intelligence threatens advertising agencies
[32:28] 'Infinite creative' doesn’t equal brand growth
[35:18] Using AI to fund strategy and reinvesting in senior talent
[37:01] How hold-cos, commissions, and cheap CPMs undermined creative value
[40:29] Why do CFOs block long-term marketing investment?
[41:02] How AI can optimise the marketing mix for growth
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
...more
45min
August 06, 2026 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, emotion and brand recognition across creator content. System 1's Andrew Tindall and brand strategist Eugene Healey join WARC's Anna Hamill to break down creator effectiveness hacks, how to brief creators properly, and why so many marketers are using the wrong metrics to measure success.
Guests:
Andrew Tindall, Chief Advertising Officer, System1
Eugene Healey, Brand Strategist and Content Creator (@eugbrandstrat)
Anna Hamill, Senior Editor, The WARC Podcast
Chapters:
00:00 - Intro: Welcome to The WARC Podcast
00:10 - How do creators build brands?
02:17 - Methodology of the WPP Media/TikTok/System1 creator research
04:09 - What really drives brand memory: engagement, deep engagement or creativity?
05:37 - How should creators and brands think about brand fit and long-term impact?
07:54 - What metrics should marketers prioritise in creator marketing?
13:55 - Characteristics of the most effective creator campaigns
16:27 - What creator content actually performs on social?
20:03 - 3x brand memory lift from early brand cues
22:43 - Briefing creators for authenticity and effectiveness
27:54 - Why you can’t outbrief a bad strategy in creator marketing
29:27 - What are social devices and what is the one thing marketers should do next?
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
...more
37min
August 04, 2026 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 spots, making decisions in times of extraordinary uncertainty and how to localise a global brand. Hosted by WARC's Rica Facundo.
Guests:
Lucinda Barlow, Head of International Marketing, Uber
Rica Facundo, Marketing Editor - Asia Pacific, WARC
Chapters:
00:00 – Introduction to The WARC Podcast with Uber's Lucinda Barlow
01:14 – Uber’s growth and category creation
03:43 – What is 'smart' risk taking?
07:13 – Overcoming fear, hierarchy, and failure in marketing organizations
11:51 – Proving long-term brand impact
15:36 – Explaining marketing terms to CEOs and CFOs
17:28 – Why entertaining creative beats rational promos in brand building
19:41 – Inside Uber’s “Skip the Kung Fu” Hong Kong campaign
23:35 – How Uber localizes a global brand
28:06 – Uber Eats' World Cup campaign with Gordon Ramsey
28:30 – Why AI alone can’t replace human creativity
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
...more
33min
July 30, 2026 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? Prophet’s Kate Price and Monica El Hassan join WARC's Ann Marie Kerwin to discuss strategies for a more integrated approach, based on WARC's marketing effectiveness research The Multiplier Playbook.
Guests:
Kate Price, Partner - Marketing Transformation, Prophet
Monica El-Hassan, Partner - Media, Prophet
Chapters:
00:00 – Intro: The Multiplier Playbook on The WARC Podcast
01:49 – Why brand and performance marketing teams are siloed
03:18 – Cultural divides: traditional brand vs digital performance
04:28 – Specialist skills, loss of generalists and pressure on CMOs
07:15 – Shared language: bridging brand, demand and media teams
09:58 – Customer-centric marketing: changing behaviour to drive growth
14:30 – Integrated planning: how overperforming marketers organise
19:45 – Budget rebalancing: brand investment vs performance metrics
24:19 – B2B SaaS case: US Open sponsorship as a brand–demand engine
31:23 – Shared KPIs: proving commercial impact of brand marketing
38:34 – Org design: generalists, team structures and planning rhythms
40:21 – Key takeaways 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
...more
45min
July 28, 2026 Attention is the new architecture for AI visibility
Brand equity is essential to win on AI platforms. Equity can't be built without memory, and memory can't be built without attention. WARC's Alex Brownsell discusses what role attention plays in AI visibility for brands, and practical advice to implement, with experts Dr. Karen Nelson Field, Carl Wåreus and Scott Reinders.
Guests:
Dr Karen Nelson-Field, Founder & CEO of Amplified
Carl Wåreus, Head of Partners & Specialists, Google Nordics
Scott Reinders, COO, Connect - part of The Up&Up Group
Chapters:
00:00 - Intro: Brand, AI Search and Attention on The WARC Podcast
02:08 - From Blue Links to Conversations: How AI is Changing Search Behaviour
03:31 - Collapsing the Messy Middle: LLMs as the New Consideration Engine
04:41 - Brand Equity as an AI Ranking Signal: Google Example from Sweden
06:54 - Levers vs Drift: Managing Brand Signals AI and LLMs Can See
08:21 - Automated Creative at Scale: Avoiding the ‘AI Slop’ Trap
10:32 - Visibility Starvation: The Risk of Low-Attention, Fast-Decay Media
12:32 - Misattribution and Invisibility: How Low Attention Hurts LLM Visibility
14:54 - Media Quality Redefined: High-Attention vs High-Intent Environments
16:14 - Silent Zone vs Vocal Zone: Human Noise, Reviews and AI Training Data
18:37 - Moving Beyond an Attention Metric: Attention as System Architecture
19:35 - Inside Attention AI: Generative Attention Modelling for Media and Creative
22:54 - Media Ceilings, Creative Hooks: How Formats and Assets Shape Attention
26:58 - Practical Advice: Multiplying Brand Equity, Attention and AI Visibility
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
...more
30min

FAQs about The WARC Podcast:

How many episodes does The WARC Podcast have?

The podcast currently has 476 episodes available.

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