In this final episode of our Barber's Briefs for 2025, Marc and Vassilis discuss various marketing and advertising topics, including pricing power, the effectiveness crisis in advertising, global media trends, and the rise of influencer marketing.

They also feature an insightful conversation with Paul Tedesco about the Alchemy of Effectiveness report, which highlights the importance of creativity and emotional connection in marketing.

The episode concludes with a powerful ad campaign by Toyota Hellas (Ogilvy Greece) that addresses gender-based violence, showcasing how advertising can stand for meaningful social issues.

Enjoy the show!

Episode Takeaways

• Nine in ten marketers believe strong brands command higher prices.
• Most marketing teams fail to prove their impact on pricing power.
• Creativity and emotional connection are crucial for effective advertising.
• The effectiveness crisis in advertising reflects a shift in media spending.
• Global ad spend is growing despite economic challenges.
• Digital native categories are driving ad spend growth.
• Influencer marketing is becoming more data-driven and measurable.
• Long-term objectives can drive both short-term and long-term results.
• Agency-client relationships significantly impact marketing effectiveness.
• Canadian ads outperform foreign ads in various markets.

Chapters

00:00 - Welcome to the Final Episode of Barbara's Briefs

02:45 - Pricing Power and Marketing Effectiveness

05:55 - The Effectiveness Crisis in Advertising

09:11 - Global Media Trends and Advertising Spend

12:00 - The Rise of Influencer Marketing

17:48 - The Alchemy of Effectiveness with Paul Tedesco

38:12 - Toyota's Powerful Ad Campaign by Ogilvy Greece

Episode Links:

Pricing Power Depends on Marketing (And How to Prove It)

Link: http://linkedin.com/pulse/why-your-brands-pricing-power-depends-marketing-how-prove-pauwels-paiye/

The ‘effectiveness crisis’ is really media becoming democratized - James Hankins

Link 1: https://www.marketingweek.com/effectiveness-crisis-media-democratised/

Global Ad Trends: Media’s new normal

Link: https://www.warc.com/content/paywall/article/Warc-Data/Global_Ad_Trends_Medias_new_normal/en-GB/162121?

WPP Media enriches influencer offering with YouTube creator data deal

Link: https://www.marketingdive.com/news/wpp-media-enriches-influencer-offering-with-youtube-creator-data-deal/807813/

The Marketing Moment - The Canadian Effies - Alchemy of Effectiveness, with Paul Tedesco

Link: https://theica.ca/alchemyofeffectiveness-2025

Ad of the week - Title: Toyota promotes escape, whatever the car.

Link: https://ogilvy.gr/work/toyota-escape-vehicle