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

Lena Roland, Sue Unerman, Jake Webster, Ian Whittaker, Amin Mrini, James Hurman and Hannah Gillett

The final episode of the WARC Podcast from EffWorks 2023.

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Timestamps

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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