The great divide: how to overcome marketing silos

How do the best marketers actually integrate brand and performance – not just in theory, but in org design, planning and measurement? Prophet’s Kate Price and Monica El Hassan join WARC's Ann Marie Kerwin to discuss strategies for a more integrated approach, based on WARC's marketing effectiveness research The Multiplier Playbook.

Guests:
Kate Price, Partner - Marketing Transformation, Prophet
Monica El-Hassan, Partner - Media, Prophet

Chapters:

00:00 – Intro: The Multiplier Playbook on The WARC Podcast
01:49 – Why brand and performance marketing teams are siloed
03:18 – Cultural divides: traditional brand vs digital performance
04:28 – Specialist skills, loss of generalists and pressure on CMOs
07:15 – Shared language: bridging brand, demand and media teams
09:58 – Customer-centric marketing: changing behaviour to drive growth
14:30 – Integrated planning: how overperforming marketers organise
19:45 – Budget rebalancing: brand investment vs performance metrics
24:19 – B2B SaaS case: US Open sponsorship as a brand–demand engine
31:23 – Shared KPIs: proving commercial impact of brand marketing
38:34 – Org design: generalists, team structures and planning rhythms
40:21 – Key takeaways for marketing leaders

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

Det här avsnittet är hämtat från ett öppet RSS-flöde och publiceras inte av Podme. Det kan innehålla reklam.

Avsnitt(484)

Video: B2B marketing's secret superpower

Video campaigns are 2x more likely to grow B2B market share and 1.7x more likely to deliver stronger ROI, according to new research from LinkedIn's B2B Institute and WARC. Amazon Business's Kate Runde...

24 Sep 29min

Marketing in the K-shaped economy

2026 has been a challenging year for marketers, with constant upheaval forcing consequential decisions. Amid all this: the impact of the K shaped economy. WARC's Catherine Driscoll and Carat's Tony de...

22 Sep 30min

Bigger isn't always better for creator strategy

Brands are increasingly looking toward micro and nano creators for social cut-through. Marcus Yong, VP - Global Marketing at travel brand Klook, joins WARC's Rica Facundo to discuss how smaller creato...

17 Sep 25min

How Boots is operationalizing creative effectiveness

The gap between creative and media is closing, with large scale creative data and next-gen measurement tools combining to predict commercial outcomes, not just clicks. Boots' Peter Grant, CreativeX's ...

15 Sep 39min

The psychological 'pause' reshaping the customer journey

Failing to usher buyers from discovery to purchase in the fewest possible steps is often seen as a setback. This belief misunderstands the consumer purchase journey, according to new research. Mindsco...

10 Sep 37min

Understanding 'Future Demand' with James Hurman

Effectiveness expert James Hurman joins to discuss the key ideas in his new book 'Future Demand', why performance marketing is plateauing, how brands really grow, and the nuances of building a dual me...

8 Sep 39min

The Effective CMO: Instacart's Laura Jones returns

Instacart's Laura Jones returns to share practical lessons from Instacart's brand transformation, including prioritising effectiveness, brand-first marketing strategy, partnerships, Instacart's chase ...

3 Sep 24min

The multiplier effect of creativity

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...

1 Sep 52min