Introducing a research-first podcast that builds revenue, not condos.Answer questions on the biggest marketing trends and news with discussions based in marketi...
A 30-second Super Bowl spot now costs over $7 million—a 337% increase since 1999. But does this massive investment drive real results? And what separates the memorable ads from the forgettable ones?Elena, Angela, and Rob explore what makes Super Bowl ads effective, from creative principles to strategic considerations. Drawing from both successful and failed campaigns, the team shares what marketers should watch for in the commercials during this year's big game plus why even great creative can't save bad strategy.Topics covered: [01:00] Why creative isn't the only driver of marketing success[02:00] Super Bowl viewership is 10x larger and more diverse than regular NFL games[06:00] When Super Bowl advertising makes strategic sense for brands[11:00] Creative effectiveness principles for big game ads[14:00] Why brand visibility matters more than ever[17:00] The importance of cultural relevance in Super Bowl spots[21:00] Analysis of successful Super Bowl campaigns through the years To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter. Resources: 2024 WARC Article: https://www.warc.com/content/feed/ritson-marketing-doesnt-start-with-creativity-but-with-diagnosis/en-GB/9602 Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.
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Nerd Alert: Digital vs. Traditional Advertising
Welcome to Nerd Alert, a series of special episodes bridging the gap between marketing academia and practitioners. We’re breaking down highly involved, complex research into plain language and takeaways any marketer can use.In this episode, Elena and Rob explore how traditional advertising, display ads, and paid search impact brand value during mergers and acquisitions. Their discussion reveals surprising insights about which channels create lasting brand equity.Topics covered: [01:00] "Digital versus Traditional Advertising and the Recognition of Brand Intangible Assets"[03:00] Brand valuations in major acquisitions[06:10] Why paid search falls short for brand building[07:15] Traditional and display advertising's role in brand value[08:30] The relationship between ad spend and acquisition value To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter. Resources: Citation for episode notes: Song, S. X. (2023). Digital versus Traditional Advertising and the Recognition of Brand Intangible Assets. SSRN. https://doi.org/10.2139/ssrn.4675064 Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.
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The Art and Science of Creative Effectiveness
Since 2010, the efficiency of highly creative campaigns has halved according to research by Peter Field. And the cost of dull advertising? U.S. brands would need to spend an additional $189 billion annually to make underperforming ads as effective as top performers.Elena, Angela, and Rob examine what's driving this creative crisis and how marketers can produce more effective campaigns. From the importance of audience research and strategic planning to creating memorable audio mnemonics and characters, learn what sets successful creative apart. Plus, discover why AI could be the solution to streamlining creative development and improving effectiveness.Topics covered: [01:00] The state of creative effectiveness in modern marketing[04:00] How digital marketing changed creative development[08:00] The role of attention in advertising effectiveness[13:00] Why strategic planning must come before creative[17:00] Key elements of effective TV creative[24:00] Finding powerful insights that connect with audiences[30:00] Recent examples of highly effective creative campaigns To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter. Resources: Another Dull Whitepaper: The Extraordinary Cost of Dull: https://system1group.com/the-extraordinary-cost-of-dullSelling Creativity Short: Creativity and Effectiveness Under Threat: https://ipa.co.uk/knowledge/publications-reports/selling-creativity-short-creativity-and-effectiveness-under-threat Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.
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Nerd Alert: How Cultural Imprinting Accelerates Brand Growth
Welcome to Nerd Alert, a series of special episodes bridging the gap between marketing academia and practitioners. We’re breaking down highly involved, complex research into plain language and takeaways any marketer can use.In this episode, Elena and Rob explore how cultural imprinting helps brands grow quickly by shifting societal perceptions rather than individual opinions. They reveal why mass media channels remain crucial for building common knowledge about brands.Topics covered: [01:00] "Branding Cheat Codes for Explosive Growth"[02:45] How cultural signals influence purchase decisions[04:10] Understanding the third-person effect[05:30] Why mass media outperforms digital for cultural imprinting[07:15] The challenge of crafting culturally resonant messages To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter. Resources: Williams, R. (n.d.). Branding cheat codes for explosive growth. Wizard of Ads. Retrieved from https://wizardofads.org/branding-cheat-codes-for-explosive-growth/ Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.
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10:44
The Truth About Agency Models
41% of agencies bill by the hour, but only 24% of marketers prefer this model. As AI reshapes marketing, traditional agency structures are cracking. So what comes next?This week, Elena and Rob tackle the evolving agency landscape. They explore why the term "agency" might disappear within three years, how AI is pushing the industry toward platform-based solutions, and what marketers should look for in strategic partners. Whether you're considering bringing services in-house or evaluating new agency relationships, discover how to navigate the shifting marketing services landscape.Topics covered: [01:00] Traditional agency models vs modern alternatives[03:30] What marketers really want from agency partnerships[12:00] The real cost of bringing services in-house[18:00] How AI is transforming agency relationships[21:00] Why platforms might replace traditional agencies[24:00] What marketing services could look like by 2026 To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter. Resources: 2024 WARC Article: https://www.warc.com/content/feed/if-ai-saves-agency-time-does-charging-by-the-hour-still-make-sense/en-gb/100682024 WARC Podcast Episode: https://www.warc.com/content/paywall/article/warc-talks/why-agency-business-models-are-hurting-effectiveness/en-gb/155118 Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.
Introducing a research-first podcast that builds revenue, not condos.Answer questions on the biggest marketing trends and news with discussions based in marketing, psychology and economics research. Along the way, learn about marketing accountability, category leadership, brand-building and much more.Featuring a team of experienced marketers whose blueprints for success are marketing strategies actually proven to work.
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