Integrating brand and performance advertising is vital for CMOs who want to deliver the best results. Achieving that in practice, however, is where marketers often fall short.
Building on The Multiplier Effect, a smash-hit study published in early 2025, WARC is once again partnering with Analytic Partners, BERA.ai, Prophet and System1 to offer practical advice on making an integrated approach to brand and performance a reality.
Marketers and brand leaders know the industry has become addicted to short-term performance metrics like Last Click and ROAS Рbut those numbers rarely capture the full story. In this session, Mike Menkes, Group SVP at Analytic Partners, will share ROI Genome® insights that reveal why the most successful brands are rebalancing toward strategies that connect brand in order to drive performance.
Gen Z is the most visible generation in advertising today, appearing in 93% of U.S. ads and 78% of U.K. ads. But despite their presence on screen, their stories often lack depth and relevance. Current portrayals focus heavily on friendship, family, and sport, while critical topics like mental health, self-image, and financial pressure are rarely shown. This is not a case of underrepresentation, but of misrepresentation.
Learn how Unified Marketing Measurement is transforming the future of retail growth in a privacy-first world. In this session, Tom will walk through the evolving buyer and media journeys, expose the inefficiencies of traditional attribution, and show how methods like Causal MMM, Incrementality Testing, and Causal Attribution can unlock real profitability. Through real-world examples and actionable insights, He will also share how brands can turn marketing into a predictable, measurable growth engine, proving ROI, optimising media spend, and aligning teams around sustainable success.
What does it take to move with culture, adapt to shifting consumer habits, and stay unapologetically real? In this fireside chat, Sara Weaver, VP of Marketing at BODYARMOR Sports Drink, and Kristina Lutz, EVP of Marketing at GSTV, unpack how the brand raises the bar by showing up where culture and convenience collide. It’s not just about hydration- it’s about fueling the next generation of athletes and lifestyle-driven on-the-go consumers. Learn how BODYARMOR cuts through the noise to meet consumers where they are.
In modern marketing, trust is the new currency that drives brand loyalty and growth. With numerous channels available, marketers face unprecedented opportunities-and challenges-in shaping consumer perceptions. The ability to convert consumers into brand evangelists and repeat customers hinges on how effectively marketers manage these interactions. This panel will explore the strategies and insights employed by marketers and agencies to build trust in a multi-channel world.
