Live in Cannes: SURPRISE! and other ways to win

Bonjour! On day 3 in Cannes, we learn more about the power of surprise with Jon Evans and Adam Morgan, TNT Sports and Twitch take on Gen Z sports media trends, and finally, insights from new B2B buyability research with LinkedIn and ServiceNow.

The WARC Podcast in Cannes is sponsored by Circana. Download the latest insights today at circana.com/warc.

Guests:
Adam Morgan, co-founder, eatbigfish
Jon Evans, Host, The Uncensored CMO
Mike Minton, Chief Product Officer, Twitch
Adam Davidson, Head of Sales Strategy, TNT Sports / Warner Bros Discovery
Jim Lesser, Chief Brand Officer, ServiceNow
Mimi Turner, Head of Marketplace Innovation, LinkedIn

Chapters:
00:00 – Welcome to The WARC Podcast at Cannes Lions Day 3
01:20 – Ad Spend and Social Commerce: Circana’s Influencer Insights
01:56 – Cannes Lions Awards Update: Entertainment, Craft, Social & Creator
02:44 – Edelman Trust Barometer: Insularity and Brand Boycotts
03:45 – Sephora Case Study: Fandom, Women’s Sports and 12x Sponsorship ROI
04:43 – The Power of Surprise in Advertising
08:20 – The Extraordinary Cost of Dull: Why Most Ads Fail to Move People
13:05 – Short ‘Oh’ vs Long ‘Oooh’: Strategic vs Executional Surprise
19:58 – Tubi Super Bowl Stunt: Surprise as a Challenger Brand Growth Hack
21:39 – Gen Z Sports Fans: Twitch, TNT Sports and Creator-Led Leagues
27:29 – Athletes as Creators: Streams, Podcasts and New Sponsorship Models
38:08 – Women’s Sports and Athlete-Creators: Growing Audiences and Equity
44:12 – LinkedIn & WARC's B2B Buyability: 700-Campaign Effectiveness Study
48:46 – ServiceNow & Idris Elba: Building a Relatable B2B Creative System

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.

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