MUMBAI: On the second day of Goafest 2025 at the Gyaan Podium, The ADAN, Knowledge Partner – WARC unveiled its WARC Pitch report titled ‘WARC: The Pace Principle’. The session was led by Biprorshee Das, India Editor, WARC, and Sujeet Kulkarni, Global Advisory Consultant, Lions Advisory. The session marked the unveiling of the ‘Pace Principles’ report, a groundbreaking marketing effectiveness study using Asian data for the first time.
The study emphasised balancing long-term brand building with short-term performance marketing, showing that combined approaches outperform singular ones. It also highlighted the importance of better measurement practices, such as extending campaign tracking beyond the active period.
Kulkarni opened the session reinforcing the platform’s foundation in creativity and effectiveness. He emphasised that the idea of ‘measuring brand and performance separately is a false premise.’ According to him, it’s not about ‘brand plus performance,’ but ‘brand-time-performance’, meaning that time plays a crucial role in building sustainable success. He also mentioned that ‘using time as an ally’ helps marketers stay committed to long-term brand building. He noted that the ideal number of channels for peak marketing effectiveness is six and a half, indicating that a mix of platforms is necessary to build momentum and achieve growth.
Das meanwhile challenged the notion that speed hinders brand investment. He emphasised that the most effective campaigns in Asia strike a 50-50 balance between brand building and conversion, proving the region’s receptiveness to long-term branding. He cautioned against isolating equity-building efforts, stressing the importance of integration across time and touchpoints. ‘The multiply effect,’ he said, ‘amplifies outcomes when brand efforts are sustained and cohesive.’
