The Multiplier Effect: what we know so far
WARC's research The Multiplier Effect proved that stronger brand equity acts as a multiplier, driving greater impact and efficiency for performance advertising. Ahead of the next stage of the project, WARC's Ann Marie Kerwin spoke to David Tiltman and the ANA's Stephanie Fierman about new survey data and what we've learned so far. Guests: Stephanie Fierman, Head of Brand Practice, ANA David Tiltman, Chief Content Officer, WARC Ann Marie Kerwin, Americas Editor, WARC Chapters: 0:00 – Intro: Revisiting The Multiplier Effect 0:09 – Brand building vs performance: why the “say–do gap” matters 1:33…
The skinny
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