The Multiplier Playbook Day
Watch all sessions on demand!
Watch on-demand as WARC, BERA.ai, Southwest Airlines, the Harris Poll, Stagwell, the Marketing Cloud, and Allison Worldwide share research, real-world perspectives, and hands-on discussion about connecting brand investment to business growth.
If your CEO said today, “Show me exactly how brand investment contributes to growth,” would you have an answer everyone could agree on?
The Multiplier Playbook Day will help you build one.
Why Watch?
Brand drives growth, but proving its contribution to the business is still a challenge. Research from WARC’s The Multiplier Effect and The Multiplier Playbook shows that few organizations consistently connect changes in brand equity to measurable business outcomes.
This executive session hosted by BERA.ai moves beyond the research to focus on how to put it into practice by giving marketing, insights, and analytics leaders a clearer path from brand measurement to business impact.
Who Should Watch?
This event is designed for marketers, researchers, analysts, and business leaders who want to strengthen the connection between brand investment and business performance.
Client-Side Leaders:
- VP Marketing
- Brand Marketing Leaders
- Customer Marketing Leaders
- Marketing Operations Leaders
- Insights & Research Teams
- Analytics Teams
- Marketing Effectiveness Leaders
- Measurement & Analytics Leaders
Agency Leaders:
- Brand Strategy Teams
- Media Agencies
- Research Agencies
- Marketing Science Teams
- Analytics and Measurement Leaders
What You'll Get
Walk away with practical approaches to:
- Connect changes in brand equity to commercial performance
- Show how brand investment contributes to growth
- Align marketing and executive teams around shared metrics
- Build a stronger case for future investment
Watch the full event or just the sessions most relevant to your priorities. See the full agenda below.
Leave with a clearer answer
By the end, you’ll have a practical framework for showing how brand contributes to business performance and a more credible way to communicate its value across the organization.
Meet Your Speakers
WARC
WARC
BERA.ai
The Agenda
Session 01 | Proving brand as a growth lever and not a cost center
BERA’s Chief Customer Officer, Kraig Schulz, explores why leading organizations treat brand as a measurable business asset and how marketers can influence investment by proving the connection between brand and commercial performance.
Session 02 | Align brand investment with executive priorities
Expert panel: Unblocking The Multiplier Playbook
How do you get the CEO and CFO to see brand as a business driver?
Hear from WARC, BERA, Stagwell, and brand-side marketers on the practical challenge of connecting marketing metrics to business outcomes, balancing short- and long-term growth, and building a measurement framework the C-suite can actually use.
The conversation tackles questions marketers face right now, including how to translate brand equity into language executives act on, and where the “missing 15%” of brand contribution can hide.
Session 03 | Interactive Workshop
Building Your Multiplier Playbook
Take the ideas from the morning and put them to work.
In small groups, you’ll identify the organizational blocker standing between your brand and its full growth potential, then work through a practical play to address it.
Focus areas:
- Align with the C-suite
Build a stronger case for brand investment, connect marketing to business goals, and reframe conversations around effectiveness. - Build integrated teams
Create a shared language between brand and performance teams and identify measures both sides can use. - Embed the Multiplier Effect into the work
Bring creative and media closer together, make smarter investment decisions, and build ideas that work across brand and performance.
Session 03 | Building Creative Platforms Using the Multiplier Effect
Keynote: Make your marketing work harder
David Tiltman, Chief Content Officer, WARC
Strong marketing programs don’t operate in isolation. Creative, media, brand, and promotion can reinforce one another when they’re built around a clear growth strategy. David Tiltman shares WARC research and examples showing how leading brands use creative platforms and integrated marketing to drive stronger business outcomes.
- Creating creative platforms that unlocks growth
- Injecting brand thinking into promotion
- Avoiding budget red zones
- Being too risk-adverse to be creative
- Eliminating siloed approaches to media and creative
Session 04 | Turning Media into a Multiplier
Fireside chat: Unlocking the Multiplier Effect through Media
Slavi Samardzija, Chief Data and Platforms Officer at Stagwell and Ann Kerwin, Americas Editor at WARC
Media can do more than distribute a campaign. The right audience strategy, channel mix, and planning approach can amplify the impact of the brand investment behind it.
Ann Kerwin leads a conversation with Slavi Samardzija about how marketers can connect media decisions more closely to brand-building goals.
The discussion explores audience profiling, search, quality reach, channel combinations, and how marketers can balance performance demands with long-term brand growth.
Session 05 | Use culture to create stronger brand connections
Fireside chat: The Impact of Culture
John Gerzema, CEO of The Harris Poll, David Tiltman Chief Content Officer at WARC, and Katie Boynton, Principal Customer Insights Lead at Southwest Airlines
Culture can give brands a stronger reason to matter to people. The opportunity is knowing which cultural shifts are meaningful for your audience and how to turn them into stronger brand connections.
John Gerzema joins Katie Boynton for a conversation about how marketers can read cultural change, identify what matters to consumers, and use those insights to create more relevant brand strategies.
Session 06 | Make PR Part of the Growth Strategy
Unlocking the Multiplier Effect through PR
Brent Diggins, Managing Director at Allison Worldwide Moderated by Stephen Whiteside, Head of Americas Content at WARC
PR can strengthen trust, reputation, and campaign effectiveness when it works as part of the broader marketing strategy.
Stephen Whiteside leads a conversation with Brent Diggins about how communications teams can connect earned, owned, and paid activity, build stronger brand trust, and demonstrate their contribution to business outcomes.
What you'll take away:
A playbook
unique to your brand on how to connect brand to revenue and growth
Plays
to prove marketing success to the C-Suite
Expert tips
on how creative platforms can unlock the multiplier effect
The inside track
on how brand and performance marketing can work together to maximize business growth
Techniques
to align brand, performance, PR and creative teams around shared goals