The WARC Podcast

The biggest creative risk? Not being creative enough. System1's Andrew Tindall joins WARC's Ann Marie Kerwin to discuss the multiplier effect of creativity, how brands can be more creative, and why it's essential to marketing that truly moves the dial for brands.

Read The Multiplier Playbook research from WARC here: https://www.warc.com/en/the-multiplier-playbook-2026

Watch WARC's podcast on The Creative Dividend, a major new effectiveness study from System1 and Effie Worldwide, based on more than 1,200 Effie cases: https://studio.youtube.com/video/wH_tJ8xBfHA/

Guests:

Andrew Tindall, Chief Advertising Officer, System1

Ann Marie Kerwin, Americas Editor, WARC

Chapters:

[00:00] Intro: The multiplier effect of creativity

[01:52] Why future demand matters in brand building

[02:18] How advertising drives brand growth

[03:30] Why interesting, engaging creative beats narrow targeting

[06:33] Creativity’s impact on short-term sales vs long-term brand effects

[07:02] Emotional, distinctive, entertaining ads drive immediate response

[10:46] The real 'cost of dull' in advertising

[15:03] The Creativity Stack: distinctiveness, emotion, showmanship, and consistency

[18:30] Why distinctiveness is table stakes for profitable brand growth

[20:17] Showmanship in advertising: stopping the scroll

[22:30] Consistency in creativity: how campaigns wear in, not wear out

[27:01] Build, nudge, connect: a modern framework to replace the traditional funnel

[29:43] Distinctive brand assets

[33:46] Creative quality and media planning

[42:00] Why marketers should let effective ads run much longer

[45:10] Getting back to 'the big idea'

[47:30] Tightening the creative brief

[49:30] Why modern marketing feels overwhelming

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

'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

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

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

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