Best of 2025: What 1.1 million purchase journeys tell us about reach

Groundbreaking research from Oxford University’s Felipe Thomaz and WPP Media questions the importance of optimising campaigns for maximum reach, challenging best practice about how brands grow. 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