WARC x IPA EffWorks: Why relevance rules and the case for marketing as an investment

The final episode of the WARC Podcast from EffWorks 2023.

Where to listen


00:53 – EssenceMediacomX’s Sue Unerman and Jake Webster unpack research on the “new communications economy”. 05:16 – What brands are epitomising this new economy? 07:13 – The four relevance rules for planning in the new communications economy. 08:32 – Ian Whittaker of Liberty Sky Advisors on research that makes the case for marketing as a long-term investment. 12:31 – Examples of marketing affecting the bottom line. 16:24 – Tips for conveying this message to the CFO.21:12 –...

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