LLM-based search is the new mental availability engine, but success requires deep understanding of how a category is bought, thought and talked about. Shane O'Leary (Zoetis) and Gemma Spence (VML) join WARC's Lena Roland to discuss best practices for generative engine optimization.

Marketing measurement is in a constant state of flux. This deep-dive examines the changes marketers need to know and plan for. WARC's David Tiltman talks to Henry Innis, co-founder and CEO of Mutinex, about what to expect in 2026.

The festive season is getting started, and many brands are feeling the crunch. WARC's Rica Facundo and Biprorshee Das discuss best practice strategies for marketing in the festive season.

TV is often dismissed as 'traditional' media, yet it's still a proven performance multiplier. Angela Voss, CEO of Marketing Architects, joins WARC's Ann Marie Kerwin and Alex Brownsell to explore how TV has become overlooked as a full funnel channel and why that needs to change. This episode is sponsored by Marketing Architects.

Les Binet and Will Davis share new research on efficiency vs reach, Alastair Macrow (McDonalds) cracks the C-suite code, and big picture effectiveness trends from the IPA's Laurence Green and WARC's David Tiltman. Recorded live at the IPA Effectiveness Conference 2025 with WARC's Anna Hamill.

Groundbreaking new studies on influencer measurement, music's outsized impact on effectiveness, and provocations on AI. Recorded live at the IPA Effectiveness Conference 2025 with WARC's Anna Hamill.

The world is changing, and strategy skillsets need to evolve with it. As part of Future of Strategy week, Tomas Gonsorcik, Elizabeth Paul and Joe Burns join WARC's Ann Marie Kerwin to discuss how strategists can future proof their skills for a new era of marketing.

According to WARC’s new Future of Strategy report, strategists are feeling stuck. Siddhant Lahiri and Steve Walls join Rica Facundo to discuss how strategy can get its groove back.

80% of strategists believe the discipline faces a crossroads as agency business models strain. For Future of Strategy week, Suzanne Powers, Faris Yakob and Tom Morton are back with WARC's Lena Roland to discuss WARC's annual survey of strategists.

100 things a planner should know' has been a strategist's field manual for years. Its author, Charles Wigley, joins WARC's David Tiltman to discuss some of that advice, how he applied it in his own career – and what it means in the current industry climate.

The Amazon/Alphabet/Meta triopoly is on track to record real growth of 89.1% between 2020 and the end of 2027, almost five times faster than all other media owners combined, according to WARC's Q3 2025 global forecast. WARC's James McDonald and Alex Brownsell crunch the numbers.

Structured, data-driven thinking scales companies. Should marketers adopt the same mindset? Sorin Patilinet joins WARC's David Tiltman to discuss his new book, Marketing Effectiveness: Applying Marketing Science for Brand Growth.

Reddit’s ad revenue is forecast to grow 49.6% this year. WARC's Alex Brownsell and Celese Huang, with VCCP's Ayaz Hussain, discuss what Reddit offers marketers in search of organic community.

What do Apple, Disney and Pedigree have in common? They're all ecosystem brands. WARC's Anna Hamill and Catherine Driscoll discuss insights from The WARC Guide on how build a successful ecosystem brand, or partner with one.

With Labubus and K-Pop Demon Hunters offering escapism from the headlines, WARC's Rica Facundo explores the role of pop culture in soft power with Michael Patent (Culture Group) and Shilpa Sinha (McCann APAC).

Aussie telco Telstra has successfully implemented core effectiveness principles across its brand. CMO Brent Smart joins WARC's Anna Hamill to discuss Telstra's brand evolution.

A fierce debate has broken out about the definition of television in 2025. Should TV advertising be defined by format, device or media owner? WARC's David Tiltman and Alex Brownsell are joined by guest editor Omar Oakes to examine the evidence.

Les Binet and Sarah Carter - two of marketing's most influential thinkers - join the pod to discuss where effectiveness is now, and where it's going next. Hosted by WARC's David Tiltman.

In today’s climate, consumers are more nervous to spend. Brands need to show real value and connection and new usage occasions can help lower price sensitivity, and curb sales decline. WARC’s Vaniele Casimir and Ann Marie Kerwin share examples of brands making the most of this strategy.

Not all influencer content is equally valuable in driving revenue. Dan Wilson, Co-Founder/Chief Data Officer of Charlie Oscar, joins WARC's Paul Stringer to discuss keys to creator effectiveness, based on evidence from 30 brands.