The WARC Podcast

By WARCBusiness Education How To Marketing

The WARC Podcast episodes

October 17, 2024 New models for thinking about advertising: Live from the IPA
In the second of two episodes covering the IPA Effectiveness Conference, WARC's Anna Hamill speaks to Tom Roach (Jellyfish) about share of model, Leo Rayman (EdenLab) and Jo McClintock (Trainline) talk about demand switching for environmental impact, and ITV's Sameer Modha and Kate Waters discuss their research on the present value of future spend.
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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
32 min
October 15, 2024 New marketing research you need to know: Live at the IPA
In the first of two episodes covering the IPA Effectiveness Conference, WARC's Anna Hamill speaks to System 1's Andrew Tindall about the magic of creative consistency, Prof. Sophie Scott joins to discuss why humour is so effective, and Billion Dollar Boy's Becky Owen breaks down the next era of creator marketing.
Stay up-to-date with the latest marketing and advertising news with our free daily newsletter.
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
30 min
October 10, 2024 3 in 15: Baby Boomers' big digital shift
WARC's David Tiltman talks to WARC Media's Alex Brownsell and Celeste Huang about the latest Global Ad Trends report on Baby Boomers. Discussing Baby Boomer media habits, their social platform preferences, and why this cohort hates ads the most.
Stay up-to-date with the latest marketing and advertising news with our free daily newsletter.
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
22 min
October 08, 2024 How generative businesses create a path to purpose-powered growth
WARC's US commissioning editor Cathy Taylor talks with Neil Parker, chief strategy officer and co-founder of Co:Collective about the company’s research on how and why purpose-led companies succeed not only in doing the right thing, but in terms of business metrics.
The company conducted qualitative research by interviewing a number of established brands and organizations, including Hewlett-Packard, The New York Times, Unilever and UNICEF. The research showed enormous consistency in how each company approaches purpose: each aligns their organization against a purpose that fits with their business, embeds it throughout the organization, and then activates it through a variety of operations and strategies. Co:Collective calls these generative businesses businesses because they generate additional value for more stakeholders, on a more sustainable basis.
A full article on this topic can be found here on 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
32 min
October 03, 2024Looking at the power of aggregate attention
WARC’s Cathy Taylor talks with Havas’ Jon Waite and Lumen’s Mike Follett about new attention research that details the power of aggregate attention in delivering results.
The research, which concentrated on display advertising and was performed in partnership with Brand Metrics, looked at 9,000 brand uplift studies, and 11 years of eye-tracking data, providing scale to the understanding of how attention works.

Among other findings, the research showed that aggregate attention time, on a user-by-user basis, should be a key unit of analysis – brands should start looking beyond attention per impression to what the attention value is when individual consumers see a burst of impressions.

It also demonstrated how attention needs differ depending on the outcomes a brand is looking for; upper-funnel metrics like awareness can benefit from multiple hits of small attention, but for campaigns more focused on driving sales, slightly higher average attention with slightly less frequency may be a better approach.
For more insights into attention, check out the new WARC Guide to Attention.
Stay up-to-date with the latest marketing and advertising news with our free daily newsletter.
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
42 min
October 01, 2024 3 in 15: The future of strategy 2024
WARC's David Tiltman speaks to Lena Roland about the recently released future of strategy report. Discussing how strategists feel about how their discipline is recognised, fixes to these challenges, and how AI is affecting strategy.
Stay up-to-date with the latest marketing and advertising news with our free daily newsletter.
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
23 min
September 26, 2024 Generative AI: hype versus reality
WARC's Anna Hamill speaks to AI experts Dr Kimberley Hardcastle and The&Partnership's Oliver Feldwick about about what's working in generative artificial intelligence and whether the current hype matches reality.
Stay up-to-date with the latest marketing and advertising news with our free daily newsletter.
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
42 min
September 24, 2024 Insights from the WARC Awards - Finding new routes to drive growth
The third episode in a special three-part series that looks at the winners of the WARC Awards, highlighting work that worked and asking what you can learn from it, particularly from a creative effectiveness point of view. Discussing Lay’s democratising technology to help farmers fight climate change, Vanish’s Me, My Autism & I, and how Sage took business software from B2B to human-to-human.
Stay up-to-date with the latest marketing and advertising news with our free daily newsletter.
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
25 min
September 19, 2024 Research: The Power of Emotions
WARC’s Amy Rodgers talks to DAIVID’s founder and CEO Ian Forrester about the power of emotion in advertising. Discussing which emotions over index in the strongest commercial campaigns.
Stay up-to-date with the latest marketing and advertising news with our free daily newsletter.
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
25 min
September 17, 2024 Insights from the WARC Awards - Local insights boost brand
The second episode in a special three-part series that looks at the winners of the WARC Awards, highlighting work that worked and asking what you can learn from it, particularly from a creative effectiveness point of view. Discussing McDonald's Big enough to make a difference, Ujjivan’s An envelope that sealed the fate of women, and Nescafé’s Brewing coffee culture in tea-drinking India.
Stay up-to-date with the latest marketing and advertising news with our free daily newsletter.
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
23 min

About The WARC Podcast

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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.