The Marketing Architects

Welcome to Nerd Alert, a series of special episodes bridging the gap between marketing academia and practitioners. We’re breaking down highly involved, complex research into plain language and takeaways any marketer can use.

In this episode, Elena and Rob explore new research that challenges how marketers approach media mix planning. They reveal why optimizing for reach alone leaves significant brand lift on the table.

Topics covered:   

• [01:00] "The Effects of Advertising Media Channel Combinations on Brand Performance"
• [03:00] Seven media mix archetypes defined
• [04:35] How different combinations impact brand metrics
• [05:45] Why most marketers get their media mix wrong
• [07:10] The role of TV in successful campaigns
• [08:30] Finding your optimal channel mix 

 





To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter. 
 

Resources: 
Bell, J. Jason, Felipe Thomaz, & Andrew T. Stephen. (2024). The Effects of Advertising Media Channel Combinations on Brand Performance. Saïd Business School, University of Oxford. 
 

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According to the World Federation of Advertisers, digital ad fraud may become the second largest source of criminal income in the world after drug trafficking. For marketers spending billions on digital ads, this isn't just concerning—it's a crisis.

This week, Elena and Rob are joined by "The Ad Contrarian" Bob Hoffman. As a former agency CEO turned industry critic, Bob shares his unfiltered perspective on digital advertising's dangers, from invasive tracking to rampant fraud. Plus, hear his thoughts on why marketers keep falling for fraudulent metrics, how advertising can thrive without surveillance, and why young marketers need to question industry "truisms" more often.

Topics covered: 

• [02:00] The moment Bob became an industry critic
• [11:00] Why tracking makes digital advertising dangerous
• [19:00] How ad fraud became a $100B+ problem
• [24:00] Why brand purpose marketing often fails
• [29:00] The three fundamentals of effective marketing
• [34:00] Why marketers need more original thinking 

 





To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter. 
 

Resources: 
Bob Hoffman: My Talk at the European Parliament: https://typeagroup.createsend.com/campaigns/reports/viewCampaign.aspx?d=d&c=FC142680CDB9311A&ID=386E63F648DA11042540EF23F30FEDED&temp=False&tx=0&source=Report
The Three Word Brief: Simple Advice for People Who Advertise: https://www.amazon.com/Three-Word-Brief-Simple-Advertise/dp/B0DN19JTCF
Bob Hoffman’s Newsletter: https://www.bobhoffmanswebsite.com/
 

Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. 

Welcome to Nerd Alert, a series of special episodes bridging the gap between marketing academia and practitioners. We’re breaking down highly involved, complex research into plain language and takeaways any marketer can use.

In this episode, Elena and Rob explore how boring advertising drains marketing budgets and hinders brand growth. They reveal the staggering cost of dull ads and which industries struggle most with creating engaging content.

Topics covered:   

• [01:00] "The Extraordinary Cost of Dull"
• [03:00] The shocking percentage of neutral ad responses
• [05:45] How dullness is measured across advertising
• [06:30] The hidden price tag of boring campaigns
• [09:00] Which industries create the dullest ads
• [10:15] The role of AI in creative advertising 

 





To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter. 
 

Resources: 
System1, eatbigfish, Peter Field, & Uncensored CMO. (2023). The Extraordinary Cost of Dull. Retrieved from System1Group.com, UncensoredCMO.com, and EatBigFish.com. 


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Only half of marketers believe they understand marketing effectiveness principles according to WARC. Even worse, many US marketers lag their global peers in applying these proven frameworks for growth.

Elena, Angela, and Rob break down the most important marketing effectiveness principles every marketer should know. They examine why these principles work, how to apply them to your brand, and what happens when marketers ignore them. Plus, learn why broad reach and brand building still matter, even in today's digital-first world.

Topics covered: 

• [01:00] How one healthcare CMO used marketing effectiveness to secure record budgets
• [04:00] Why broad reach matters more than narrow targeting
• [07:00] The science behind distinctive brand assets
• [10:00] Why light buyers drive more growth than loyal customers
• [14:00] The truth about the 60/40 brand building rule
• [19:00] How excess share of voice predicts market share growth
• [22:00] Mental and physical availability's impact on sales 

 





To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter. 
 

Resources: 
2023 MI3 Article: https://www.mi-3.com.au/17-04-2023/how-ex-pg-us-marketer-ditched-cohorts-personas-and-restrictive-segmentation-blended-0
 

Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. 

Welcome to Nerd Alert, a series of special episodes bridging the gap between marketing academia and practitioners. We’re breaking down highly involved, complex research into plain language and takeaways any marketer can use.

In this episode, Elena and Rob explore what drives ROI for Super Bowl advertisers by examining six years of sales data across nearly 200 media markets. They reveal why some brands see significant returns while others struggle to justify the investment.

Topics covered:   

• [01:00] "Super Bowl Ads"
• [03:00] Top advertising categories during the big game
• [05:00] How viewership impacts beer and soda sales
• [06:00] The importance of owning consumption occasions
• [07:00] Why competing ads can cancel each other out
• [08:00] Building brand associations beyond sales lift 

 





To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter. 
 

Resources: 
Hartmann, W. R., & Klapper, D. (2016). Super Bowl Ads. SSRN. https://doi.org/10.2139/ssrn.2385058  
 

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A 30-second Super Bowl spot now costs over $7 million—a 337% increase since 1999. But does this massive investment drive real results? And what separates the memorable ads from the forgettable ones?

Elena, Angela, and Rob explore what makes Super Bowl ads effective, from creative principles to strategic considerations. Drawing from both successful and failed campaigns, the team shares what marketers should watch for in the commercials during this year's big game plus why even great creative can't save bad strategy.

Topics covered: 

• [01:00] Why creative isn't the only driver of marketing success
• [02:00] Super Bowl viewership is 10x larger and more diverse than regular NFL games
• [06:00] When Super Bowl advertising makes strategic sense for brands
• [11:00] Creative effectiveness principles for big game ads
• [14:00] Why brand visibility matters more than ever
• [17:00] The importance of cultural relevance in Super Bowl spots
• [21:00] Analysis of successful Super Bowl campaigns through the years 

 





To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter. 
 

Resources: 
2024 WARC Article: https://www.warc.com/content/feed/ritson-marketing-doesnt-start-with-creativity-but-with-diagnosis/en-GB/9602
 

Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. 

Welcome to Nerd Alert, a series of special episodes bridging the gap between marketing academia and practitioners. We’re breaking down highly involved, complex research into plain language and takeaways any marketer can use.

In this episode, Elena and Rob explore how traditional advertising, display ads, and paid search impact brand value during mergers and acquisitions. Their discussion reveals surprising insights about which channels create lasting brand equity.

Topics covered:   

• [01:00] "Digital versus Traditional Advertising and the Recognition of Brand Intangible Assets"
• [03:00] Brand valuations in major acquisitions
• [06:10] Why paid search falls short for brand building
• [07:15] Traditional and display advertising's role in brand value
• [08:30] The relationship between ad spend and acquisition value 

 





To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter. 
 

Resources: 
Citation for episode notes: Song, S. X. (2023). Digital versus Traditional Advertising and the Recognition of Brand Intangible Assets. SSRN. https://doi.org/10.2139/ssrn.4675064 
 

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Since 2010, the efficiency of highly creative campaigns has halved according to research by Peter Field. And the cost of dull advertising? U.S. brands would need to spend an additional $189 billion annually to make underperforming ads as effective as top performers.

Elena, Angela, and Rob examine what's driving this creative crisis and how marketers can produce more effective campaigns. From the importance of audience research and strategic planning to creating memorable audio mnemonics and characters, learn what sets successful creative apart. Plus, discover why AI could be the solution to streamlining creative development and improving effectiveness.

Topics covered: 

• [01:00] The state of creative effectiveness in modern marketing
• [04:00] How digital marketing changed creative development
• [08:00] The role of attention in advertising effectiveness
• [13:00] Why strategic planning must come before creative
• [17:00] Key elements of effective TV creative
• [24:00] Finding powerful insights that connect with audiences
• [30:00] Recent examples of highly effective creative campaigns 

 





To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter. 
 

Resources: 
Another Dull Whitepaper: The Extraordinary Cost of Dull: https://system1group.com/the-extraordinary-cost-of-dull

Selling Creativity Short: Creativity and Effectiveness Under Threat: https://ipa.co.uk/knowledge/publications-reports/selling-creativity-short-creativity-and-effectiveness-under-threat
 

Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. 

Welcome to Nerd Alert, a series of special episodes bridging the gap between marketing academia and practitioners. We’re breaking down highly involved, complex research into plain language and takeaways any marketer can use.

In this episode, Elena and Rob explore how cultural imprinting helps brands grow quickly by shifting societal perceptions rather than individual opinions. They reveal why mass media channels remain crucial for building common knowledge about brands.

Topics covered:   

• [01:00] "Branding Cheat Codes for Explosive Growth"
• [02:45] How cultural signals influence purchase decisions
• [04:10] Understanding the third-person effect
• [05:30] Why mass media outperforms digital for cultural imprinting
• [07:15] The challenge of crafting culturally resonant messages 

 





To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter. 
 

Resources: 
Williams, R. (n.d.). Branding cheat codes for explosive growth. Wizard of Ads. Retrieved from https://wizardofads.org/branding-cheat-codes-for-explosive-growth/  
 

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41% of agencies bill by the hour, but only 24% of marketers prefer this model. As AI reshapes marketing, traditional agency structures are cracking. So what comes next?

This week, Elena and Rob tackle the evolving agency landscape. They explore why the term "agency" might disappear within three years, how AI is pushing the industry toward platform-based solutions, and what marketers should look for in strategic partners. Whether you're considering bringing services in-house or evaluating new agency relationships, discover how to navigate the shifting marketing services landscape.

Topics covered: 

• [01:00] Traditional agency models vs modern alternatives
• [03:30] What marketers really want from agency partnerships
• [12:00] The real cost of bringing services in-house
• [18:00] How AI is transforming agency relationships
• [21:00] Why platforms might replace traditional agencies
• [24:00] What marketing services could look like by 2026 

 





To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter. 


Resources: 
2024 WARC Article: https://www.warc.com/content/feed/if-ai-saves-agency-time-does-charging-by-the-hour-still-make-sense/en-gb/10068
2024 WARC Podcast Episode: https://www.warc.com/content/paywall/article/warc-talks/why-agency-business-models-are-hurting-effectiveness/en-gb/155118
 

Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. 

Welcome to Nerd Alert, a series of special episodes bridging the gap between marketing academia and practitioners. We’re breaking down highly involved, complex research into plain language and takeaways any marketer can use.

In this episode, Elena and Rob explore how advertising affects consumers' sensitivity to price changes, particularly for premium and niche brands. They discover that even competitors' ads can benefit your brand by increasing category attention.

Topics covered: 

• [01:00] "Advertising's Long-Term Impact on Brand Price Elasticity Across Brands and Categories"
• [02:30] How brand equity influences pricing power
• [03:00] Price elasticity explained
• [05:00] Which brands benefit most from advertising
• [06:45] The seasoning effect of category advertising
• [08:15] How luxury brands approach advertising differently 

 





To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter. 
 

Resources: 
Ataman, M. B., Pauwels, K., Srinivasan, S., & Vanhuele, M. (2016). Advertising’s Long-Term Impact on Brand Price Elasticity Across Brands and Categories. SSRN. Retrieved from SSRN. 
 

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Broadcast TV accounts for 94% of all attention-weighted video advertising. While a YouTube ad garners just 4.5 seconds of attention on average and a Facebook ad only one second, a TV commercial commands a full 15 seconds of active viewer attention.

Elena, Angela, and Rob reveal four secrets to TV advertising success that most marketers don't know. They explore why TV remains the most effective marketing channel, discuss how audio drives TV commercial performance, and explain why traditional media buying methods are becoming obsolete. Plus, learn why looking beyond immediate results is crucial for measuring TV's true impact on business growth.

Topics covered: 

• [01:00] TV delivers 2.6x more market share growth than campaigns without it
• [03:00] Why 74% of households watch both linear and streaming TV
• [06:00] The surprising power of audio in TV commercials
• [14:00] How AI-driven media buying provides 2-3x more reach
• [19:00] Why TV's most important results aren't immediate
• [20:00] The ideal split between performance and brand marketing
• [22:00] Tips for measuring TV campaign effectiveness 

 





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Resources: 
2024 TV's Future is Much More Than Connected Report: https://www.marketingarchitects.com/blog/tvs-future-is-much-more-than-connected
 

Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. 

Welcome to Nerd Alert, a series of special episodes bridging the gap between marketing academia and practitioners. We’re breaking down highly involved, complex research into plain language and takeaways any marketer can use.

In this episode, Elena and Rob explore a large-scale eBay experiment that challenges common assumptions about paid search advertising effectiveness. They discover that brand-keyword ads often reach customers who would have found the site anyway, and even non-branded keywords generate negative ROI.

Topics covered:

• [01:00] "Consumer Heterogeneity and Paid Search Effectiveness: A Large Scale Field Experiment"
• [02:35] Why marketers avoid clicking paid search ads
• [03:45] eBay's massive experiment design
• [06:00] The surprising impact on frequent buyers
• [07:10] Shocking ROI results
• [08:30] What this means for established brands 

 





To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.
 

Resources: 
Blake, T., Nosko, C., & Tadelis, S. (2014). Consumer Heterogeneity and Paid Search Effectiveness: A Large-Scale Field Experiment. Econometrica.  


Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. 

Last year, marketers were hopeful that the U.S. would embrace marketing effectiveness. Instead, economic uncertainty drove a focus on short-term gains. What does 2025 have in store? And which 2024 predictions actually came true?

In this episode, Elena, Angela, and Rob review their 2024 marketing predictions before sharing the shifts they believe will shape marketing in 2025. From the growing importance of zero-click content to a complete reimagining of targeting strategy, hear how major changes in technology and consumer behavior will force marketers to adapt. Plus, learn why 2025 might be a particularly turbulent year for agencies. (But in a good way).

Topics covered: 

• [01:00] Grading 2024's marketing effectiveness predictions
• [04:00] How TV and offline channels performed in 2024
• [07:00] The current state of AI in marketing
• [12:00] Why zero-click content will dominate 2025
• [16:00] Agencies face an identity crisis
• [19:00] The case for rethinking targeting strategy
• [24:00] Personal predictions for 2025 

To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter. 
 

Resources:  
Kantar’s Marketing Trends 2025: https://www.kantar.com/campaigns/marketing-trends
2024 Predictions: Cheers to 2024 Marketing Trends: https://www.marketingarchitects.com/Podcast/TheMarketingArchitects/Episode38 
 

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Welcome to Nerd Alert, a series of special episodes bridging the gap between marketing academia and practitioners. We’re breaking down highly involved, complex research into plain language and takeaways any marketer can use.

In this episode, Elena and Rob explore how attention metrics correlate with profitability across different media channels, diving into new research that reveals surprising insights about the relationship between consumer attention and campaign success.

Topics covered:   

• [01:00] "Maximizing Profit Through Attention"
• [02:00] TV's dominance in attention metrics
• [05:15] Cinema vs. TV vs. digital attention rates
• [07:00] Cost per 1000 attentive seconds
• [08:30] Moving beyond reach and frequency
• [09:45] The balance of attention and persuasion 

 





To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.
 

Resources: 
Rooney, R., & Basset, D. (2024). Maximising profit through attention. Ebiquity & Lumen. 
 

Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. 

Marketing effectiveness topped the charts this year. The most popular marketing articles and podcasts of 2024 centered on marketing fundamentals, effectiveness studies, and evidence-based strategies.

Elena, Angela, and Rob analyze which brands demonstrated marketing effectiveness principles in 2024 and saw results. From Uber Eats' consistent TV strategy to Elf Beauty's physical availability dominance, learn what separated winning brands from the rest. Plus, discover why one luxury automotive brand's dramatic repositioning might be the year's biggest marketing misstep. Yep, we’re talking about Jaguar.

Topics covered: 

• [02:00] US progress in marketing effectiveness
• [06:00] How Uber Eats gained market share through TV
• [10:00] Elf Beauty's path to billion-dollar success
• [14:00] Liquid Death's earned media strategy
• [18:00] Why physical availability still matters
• [29:00] The risks of abandoning brand heritage
• [36:00] Most memorable ads of 2024 

 





To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter. 


Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. 

Bud Light learned the hard way that brand assets matter. Their competitor Modelo grew from $4.8B to $6.1B in revenue while Bud Light fell to $3.6B, proving how quickly the market can shift when brands make controversial moves. And that’s just one example from a year filled with marketing lessons.

This week, Elena joins Conor Byrne, host of That's What I Call Marketing, and Marc Binkley and Vassilis Douros from The Sleeping Barber as they break down this year's biggest marketing successes and stumbles. They analyze what made some campaigns soar while others failed, explore how AI is revolutionizing creative testing, and debate whether broad targeting really delivers better results than precision campaigns.

Topics covered:  

• [03:00] Budweiser's Clydesdales comeback and what it means for brand assets 
• [10:00] How ELF Beauty's employee ownership model drives marketing success 
• [13:00] The targeting debate: when broad reach fails 
• [21:00] Why some brand purpose campaigns backfire 
• [37:00] The rise of AI in creative production 
• [42:00] Are Byron Sharp's theories wrong? 

 





To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter. 
 

Resources:  
The Sleeping Barber Podcast: https://podcasts.apple.com/us/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324

That’s What I Call Marketing Podcast: https://podcasts.apple.com/ca/podcast/thats-what-i-call-marketing/id1615415427

Marc Binkley’s LinkedIn: https://www.linkedin.com/in/marcbinkley/

Vassilis Douros’ LinkedIn: https://www.linkedin.com/in/vassilisdouros/

Conor Byrne’s LinkedIn: https://www.linkedin.com/in/conorbyrne/
 


Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. 

Welcome to Nerd Alert, a series of special episodes bridging the gap between marketing academia and practitioners. We’re breaking down highly involved, complex research into plain language and takeaways any marketer can use.

In this episode, Elena and Rob explore research showing how consumer behavior has evolved, examining whether value-driven choices truly impact purchasing decisions.

Topics covered: 

• [01:00] "Evolution and Trends in Consumer Behavior"
• [02:35] Eight major themes in consumer research
• [03:15] The rise of consumer neuroscience
• [04:00] How sustainable consumption drives research
• [05:30] Values versus price sensitivity
• [07:15] Reality of consumer purchasing decisions 

 





To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.
 

Resources: 
Lim, W. M., Kumar, S., Pandey, N., Verma, D., & Kumar, D. (2023). Evolution and trends in consumer behaviour: Insights from Journal of Consumer Behaviour. Journal of Consumer Behaviour, 22(1), 217–232. https://doi.org/10.1002/cb.2118 
 

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AI won't replace humans. But it will dramatically change how we work. And brands that don't commit to AI will eventually find themselves struggling to keep up with savvy competitors, according to tech expert Shelly Palmer. So what’s really at stake here?

In this episode, Elena, Angela, and Rob are joined by Shelly Palmer, CEO of The Palmer Group and professor at Syracuse University's SI Newhouse School, to discuss AI's impact on marketing. Shelly offers an unflinching look at why marketers are hesitant to adopt AI, how the technology will transform creative work, and what the ongoing battle over AI and copyright means for the industry's future. 

Topics covered: 

• [02:30] How technology and music launched Shelly’s career
• [12:00] Why AI is transforming business productivity
• [17:00] The difference between human creativity and AI execution
• [21:00] Sam Altman's prediction about agencies
• [27:00] The ongoing battle over AI and copyright
• [32:00] Creative ways to experiment with AI tools 

 





To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter. 
 

Resources:  
2024 AdAge Article: https://adage.com/article/special-report-ana-annual-meeting/ana-2024-cmos-agencies-consultants-clash-over-ai/2588996
“Think About This” Newsletter: https://shellypalmer.com/subscribe/
Shelly Palmer’s LinkedIn: https://www.linkedin.com/in/shellypalmer/
The Palmer Group: https://shellypalmer.com/
 

Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. 

Welcome to Nerd Alert, a series of special episodes bridging the gap between marketing academia and practitioners. We’re breaking down highly involved, complex research into plain language and takeaways any marketer can use.

In this episode, Elena and Rob explore how gender stereotypes in advertising affect viewers of both genders, discovering that these portrayals can create negative cross-gender effects that impact brand perception.

Topics covered:   

• [01:00] "Gender Stereotypes in Advertising Have Negative Cross Gender Effects"
• [02:00] Male reactions to gender stereotypes in ads
• [04:35] How stereotypes affect the opposite gender
• [06:10] The influence of presumed influence
• [07:25] Role-based vs. physical stereotypes
• [09:15] Sex appeal vs. stereotypes in advertising 

 





To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.
 

Resources: 
Åkestam, N., Rosengren, S., Dahlén, M., Liljedal, K. T., & Berg, H. (2021). Gender stereotypes in advertising have negative cross-gender effects. European Journal of Marketing, 55(13), 63-93. https://doi.org/10.1108/EJM-02-2019-0125 
 

Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.