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Creative Business Transformation involves the weight of the whole business, but it often starts with an individual who leads. For Jane Wakely, Chief Marketing Officer at PepsiCo, turning ideas into meaningful transformation is about moving people. In this episode, we will discuss "On the Cutting Edge" the Deloitte X LIONS report with Maggie Gross, Head of Strategy and Brand at Deloitte, and then look at the practical steps Jane is taking to drive transformation that creates value for everyone involved.
Read "On the Cutting Edge" here -
As part of WARC Marketer's Toolkit, David Sandstrom - Chief Marketing Officer at payments giant Klarna - spoke to WARC's Anna Hamill about the role marketing has played in the company's growth story, including product, CX, media strategy and AI.
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WARC's David tiltman and Aditya Kisore talk about the key takaways from this year's Marketer's Toolkit report. Discussing capitalising on the economic reset, why customer service is at an all time low, and the unexplored opportunity with atomised consumers.
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WARC's Rica Facundo talks to Sweathead's Mark Pollard, Gigil's Nanais Hernandez and Oddefy's Leandro De Los Santos about the existential crisis facing strategists about the role and value of strategy - a major theme from WARC's Future of Strategy Report. Discussing how and why strategists need to be deft translators and how to train younger strategists.
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WARC's Alex Brownsell and James Mcdonald talk about the key takeaways from the latest Advertising Association/WARC Expenditure Report. Discussing why UK adspend is growing, which categories are doing the best, and how the UK compares to some international markets.
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WARC's Ann Marie Kerwin talks to Ad Net Zero's US director John Osborn, and lead climate science and policy advisor Bill Wescott. Discussing the creative and scientific perspectives in coming up with realistic steps to a more sustainable way of doing business. To find out more about Ad Net Zero, click here.
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WARC’s Anna Hamill and Sam Peña-Taylor discuss three of the biggest narratives shaping earnings season: how the US election and China’s economic downturn are impacting brands, and the road ahead for Starbucks.
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WARC's Aditya Kishore and Stephanie Siew talk about the recent report titled 'Building Belief: How to instill a culture of creative effectiveness'. Discussing the ABE framework, 3+ marketers and what that means, and why marketers can start their journey even without sign-off from their CEO.
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WARC’s Alex Brownsell talks about a new cross-industry initiative that pledges to make the advertising world a better, more productive, more creatively-driven place. Discussing this project with one of the co-founders, Brian Jacobs, Denise Turner, CEO at Route Research, and consultant and author Michael Farmer.
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WARC's Rica Facundo discusses new research and strategies unveiled at SXSW that will help marketers become more effective.
Featuring interviews from Wavemaker's James Boardman and Saïd Business School's Felipe Thomaz about why understanding “infuenceability” closes the effectiveness gap, WPP's Katie Rigg Smith on why brands need to scenario plan to tap into the changing demographic of Australia, and VML's Sarah Bailey on how to move away from creating dull advertising.
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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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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.
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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.
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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.
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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.
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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.
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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.
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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.
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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.
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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.
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- Visa fler
