Live in Cannes: The effectiveness experts will see you now

It's day 2 at Cannes Lions! Today we're talking all things effectiveness with new research from Effie, EOS Products shares how it became a marketing effectiveness leader, we review 'effectiveness frenemies' session starring Byron Sharp vs Mark Ritson, and discuss new data on influencer effectiveness based on new data from Circana. Hosted by WARC's Ann Marie Kerwin.

Guests:
Carley Caldas, Senior Vice President, Marketing & Creative, eos Products
Juliet Heygarth, Chief Marketing Officer, Effie Worldwide
Emma Delserieys, Global SVP - Commercial, Circana
David Tiltman, SVP - Content, WARC
Ann Marie Kerwin, Americas Editor, WARC

Chapters:
00:00 – Cannes Lions Day 2: WARC Podcast Intro & Episode Overview
01:20 – Circana Message: Why Creative Quality Drives +30% Effectiveness
01:58 – Cannes Awards Round-Up: B2B, Creative Data, Craft & Entertainment Lions
02:49 – Reddit Research: Shoppers Double‑Check AI Recommendations with Human Consensus
04:06 – OpenAI IPO & AI Stock Market Fever: What It Means for Ad Revenue
04:46 – Effie “Outsmart, Outlast”: How Challenger Brands Break Through and Stay on Top
05:49 – EOS Strategy: Maniacal Consumer Focus on Habits, Language and Media
06:23 – Challenger Brand Playbook: Be Choiceful in Culture, Not Everywhere
08:41 – TikTok to Pack Copy: The EOS “Cooch Plus and Cream” Breakthrough Case
12:13 – Beyond Demographics: Effie Insights on Psychographics and Cracking Consumer Insight
13:04 – Small Teams, Big Impact: Empowerment, Trust and Fast Decisions at EOS
17:13 – Sustained Success: Effectiveness is Human, Consistency and Not Getting Bored
21:07 – Effectiveness Frenemies: Setting Up Sharp vs Ritson Live at Cannes Lions
23:56 – Five Things Sharp and Ritson Agree On: Mental Availability, Distinctive Assets, Mass Marketing
33:22 – Influencer ROI & AI Commerce: Circana on Creators as Demand Signals and Measurement

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

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