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Eight major blockers prevent CMOs from closing the gap between brand and performance advertising to drive greater impact

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WARC
  • 90% of ads are not given time to “wear in” and achieve their full impact
  • 60% of marketers say the role of advertising is not fully understood by the C-Suite
  • 49% of organizations have siloed brand and performance teams, hindering integration
  • Only 21% of marketers report advertising objectives alignment with C-Suite

WARC, in partnership with Analytic Partners, BERA.ai, Prophet and System1, release The Multiplier Playbook – The CMO’s guide to integrating brand and performance. The report incorporates a new survey of senior marketers with the ANA

May 19, 2026 – There is a “say-do gap” in advertising: most marketers know the theory of effectiveness, but struggle to apply it. WARC and a coalition of effectiveness experts have identified eight major blockers for marketers to overcome as they seek to close this gap.

Spanning cultural, procedural and structural misalignments, these barriers undermine effective advertising by preventing marketers from implementing evidence-based principles, such as those demonstrated in the landmark study The Multiplier Effect, released last year.

From a disconnect between the CMO and the C-Suite on the role of brand-building, CEO and CFO confusion on the purpose of advertising investment in modern business, and entrenched silos within marketing teams, these blockers, and the plays needed to overcome them, are explored in The Multiplier Playbook, a new report released today, and a must-read for every marketer.

David Tiltman, Chief Content Officer, WARC, and SVP Content, LIONS Intelligence, says: “Since the launch of The Multiplier Effect study last year, it has become clear that the challenges facing marketers are not about knowing the theory. Most CMOs cannot simply change their strategic and investment approach wholesale without overcoming a number of hurdles.

“What is needed is a Playbook – a combination of data, frameworks and real-world examples that help marketers recognize the key “blockers” they might face – and give them some “plays” to help them take action and make progress. The Multiplier Playbook does just that.”

The Playbook combines data from a new survey of over 200 senior marketers conducted by WARC and the Association of National Advertisers (ANA) in the US between December 2025 and March 2026, with additional data, frameworks and insights from WARC and its partners in the Multiplier Effect: Analytic Partners, BERA.ai, Prophet and System1.

The eight blockers to the Multiplier Effect

Previously reported data for The Multiplier Effect report from Analytic Partners ROI Genome found that brands that shifted from performance-only to a mixed approach of brand and performance advertising saw a remarkable 90% median average uplift in revenue return on investment.

To implement this approach, marketers should review the eight cultural, procedural and structural challenges they could face enabling them to succeed in aligning with the C-Suite, integrating teams, and embedding the Multiplier Effect into the work.


Aligning with the C-Suite

The study confirms that alignment with the C-Suite is consistently cited as a barrier to investing in brand-building and unlocking the Multiplier Effect:

The brand disconnect

Approximately two-thirds (67%) of marketers agree that their CEO believes that brand is important. But only 19% of marketers said the C-Suite routinely makes the connection between shifts in brand equity and hard business outcomes.

In short, brand strength is not seen as driver of sales day-to-day.

Marketers are advised to make a stronger case for brand-building to the CEO and CFO – but first they need to be clear about what problem(s) their company faces that a stronger brand would help solve. The report shares four ways to frame brand-building in this way, depending on corporate priorities.


The advertising disconnect

The role of advertising in driving commercial objectives is also a major point of misalignment.

A majority (60%) of survey respondents felt that the C-Suite does not fully understand the role of advertising, and just one in five marketers (21%) strongly agreed their advertising objectives were aligned with C-Suite objectives.

The dominance of efficiency-based metrics such as platform- and channel-specific ROAS in modern advertising serves to deepen this division. The result, in many organizations, is a very narrow view of what advertising is there to achieve – making it a cost of sale, rather than an investment in value creation.

As shown by the results from the ANA/WARC survey, a reliance on short-term tactics and metrics only aligns with one of the C-Suite’s top five commercial priorities. Brand-building, by contrast, explicitly serves the other four – while also generating short-term sales and boosting the efficiency of performance advertising.


Marketers are advised to challenge a fixation with narrow channel-specific metrics like platform-specific ROAS and take steps to align advertising objectives with corporate goals.

Building integrated teams

Structural issues with the marketing department are also hindering implementation of best practices to achieve the Multiplier Effect. The emergence of brand and performance “silos” is making integrated thinking harder to achieve.

Responses to the ANA/WARC survey highlighted how brand and performance teams are struggling to work together in meaningful ways:

half (49%) of organizations have separate brand and performance teams, compared with 25% that have fully integrated teams;
65% have separate brand and performance budgets;
only 44% say they have a “common language” for their brand and performance teams;
similarly, just 44% of brand and performance teams have a common understanding of which audiences are most likely to deliver growth.

While specialists will always be needed, marketing leaders should be looking for ways to drive collaboration between their teams. Marketers are advised to develop a shared vision of what success will look like that is rooted in customer behavior change, and to identify tentpole moments in the calendar that force integration between teams.

The report includes an example from Instacart, where Laura Jones, the company’s Chief Marketing Officer, has recommended looking to find moments to bring teams together: “We have to ‘make our own weather’. We have to create events and campaigns that are big where we can all row in that same direction and get more return out of all of our effort when it’s united.”

Embedding the Multiplier Effect into the work

Success in aligning with the C-Suite and bringing teams together must ultimately be translated into the work to make the Multiplier Effect a reality.

While creativity is most closely associated with brand-building – capturing attention from out-of-market audiences and building lasting memory structures – it also plays a critical role in driving immediate sales performance. The study reaffirms the importance of broad “creative platforms” that bring together brand equity-led and performance-led executions.

Challenges include a perceived risk of advertising strategies that embrace creativity, cited by 41% of marketers in a System1 and Effie Worldwide survey, and a lack of confidence in advertising effectiveness cited by over half of respondents (52%).

Most ads (90%) are not given time to wear in, according to data from Analytic Partners ROI Genome. Marketers are advised to take a “fewer, bigger, longer” approach to creativity; bring media, creative development and measurement much closer together to achieve the “synergy effects” required in a fragmented, low-attention media landscape; and mitigate the perceived risk of creativity using a four-level “creativity stack”: consistency, showmanship, distinctiveness and emotion.


As previously noted by Mike Cessario, Founder/CEO, Liquid Death, creativity can be especially valuable for smaller brands: “If you’re a small company, it’s literally reckless to be safe. Trying to mimic a big company as a small company is reckless … because we can’t afford to buy the eyeballs like the big guys do.”

The Multiplier Playbook report can be read in full here. An accompanying podcast series, taking a deep dive into the findings of the report, will launch on Thursday, May 21st, with Ann Marie Kerwin, WARC’s Americas Editor, talking to Michael Reh, Head of Data Science and Analytics at BERA.ai, about the business value of brand.

A preview episode, featuring WARC’s David Tiltman and Stephanie Fierman, EVP and head of the Brand Practice at the ANA, was released on Thursday, May 14th.

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Taara and Liquid use light-beam technology to expand data center capacity to large enterprises in Lagos, Nigeria

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Taara

Over the last two years, Liquid has deployed nearly a dozen Taara links across Lagos to quickly serve high-speed connectivity to large local enterprises and improve network resilience across key commercial areas for local internet service providers, banks, hotels, and a utility company

SUNNYVALE, United States of America, August 5, 2026/APO Group/ –Taara, a graduate of X, Google’s Moonshot Factory and a leader in high-speed, high-capacity wireless optical communication, today announced its continued collaboration with Liquid Intelligent Technologies (https://Liquid.Tech), a business of Cassava Technologies, a global technology company.

Taara has helped Liquid to quickly distribute high-capacity bandwidth from its points of presence at Africa Data Centres and other leading data centers in Nigeria to large enterprises within and beyond the reach of fiber, where traditional deployments can be costly, time-consuming, or operationally challenging, especially in areas where network outages caused by fiber cuts can take days to restore.

Over the last two years, Liquid has deployed nearly a dozen Taara links across Lagos to quickly serve high-speed connectivity to large local enterprises and improve network resilience across key commercial areas for local internet service providers, banks, hotels, and a utility company.

Nigeria is one of the largest economies in Africa, with some analysts reporting that the country’s economy is growing faster (https://apo-opa.co/4fX49AN) in 2026 than it has done in the previous five years. Lagos is the country’s largest and fastest-growing commercial hub, but expanding network infrastructure in dense urban environments can be challenging.

Wireless optical communication gives operators another tool to extend capacity, reach customers faster, and build more resilient networks without compromising performance

To meet growing enterprise demand, operators increasingly rely on a mix of technologies to extend coverage and increase redundancy. Liquid is using Taara’s technology to ensure improved proliferation of connectivity across the most difficult terrains in the country.

By using highly focused beams of light to transmit data through the air, Taara enables operators to establish links within days rather than weeks, helping accelerate customer deployments while complementing existing fiber infrastructure. Liquid is now exploring opportunities to expand the use of wireless optical communication into regions across Nigeria, including Abuja, Ibadan, and Kano.

“For Liquid, deployment speed has been one of the most significant advantages. Traditional fiber deployments aren’t always a possibility, especially across difficult terrains. Taara links can often be installed and activated within hours, allowing Liquid to ensure it is remaining true to its mission to create a digitally connected future that leaves no African behind,” said Eugene Uka, Acting Chief Executive Officer at Liquid Intelligent Technologies Nigeria.

“As demand for connectivity continues to grow, operators need more flexibility in how they expand and reinforce their networks,” said Bhavesh Mistry, Regional Lead for Taara in Africa. “Fiber remains an essential part of modern communications infrastructure, and will for some time, but there are many situations where deploying fiber quickly or cost-effectively can be difficult. Wireless optical communication gives operators another tool to extend capacity, reach customers faster, and build more resilient networks without compromising performance.”

Taara Lightbridge occupies a unique position between fiber and traditional radio-frequency solutions, delivering up to 20 Gbps of capacity across distances of up to 20 kilometers using narrow, invisible beams of light. The platform enables operators to rapidly deploy high-capacity links without trenching, spectrum licensing, or extensive civil works, helping bridge connectivity gaps that might otherwise remain unserved. Taara Lightbridge is currently deployed in more than 20 countries with operators including T-Mobile, Airtel, Digicel, Liquid, and SoftBank, helping extend and reinforce network capacity across urban, rural, remote, and hard-to-reach environments.

Read more in the case study (https://apo-opa.co/4fGlpLK). For more information about Taara, visit https://apo-opa.co/4gbnzmO.

Distributed by APO Group on behalf of Liquid Intelligent Technologies.

 

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Canon returns to Visa pour l’Image to champion outstanding photojournalism

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Canon to recognise outstanding contributions to photojournalism with two grants

DUBAI, United Arab Emirates, July 30, 2026/APO Group/ –This September, Canon (https://en.Canon-CNA.com/) will be championing the work of photojournalists for the 37th consecutive year, as part of its decades-long partnership with Visa pour l’Image.

Canon will honour the craft of documentary storytelling during the festival’s Pro Week (31 August – 5 September 2026), held in Perpignan in the south of France, by awarding two independent project grants, bringing together industry experts to encourage meaningful discussions and providing recourses for the professional community at the Canon Lounge.

Canon to recognise outstanding contributions to photojournalism with two grants

For 26 years, Canon and Visa pour l’Image have awarded at times career-defining project grants to female photojournalists pursuing a long-term documentary project, alongside the opportunity to showcase their work on the acclaimed Visa pour l’Image stage.

This year, the international jury has awarded Finnish photojournalist and Canon Ambassador Meeri Koutaniemi, for her 14-year documentation of female genital mutilation (FGM) and the grassroots activists working to end the practice. Spanning 14 countries, the project explores both the impact of FGM and the efforts of survivors and communities driving change from within, culminating in a return to Kenya to examine how activism and education can transform future generations.

Canon and Visa pour l’Image are also presenting the seventh Canon Video Grant to German-Mexican filmmaker Axel Javier Sulzbacher for Antes de ser Niño – Before Being a Child. Set in Michoacán, Mexico, the film follows a youth militia where children receive military-style training amid cartel violence, exploring the tension between protection, militarisation, and childhood through long-term observational filmmaking.

We are proud to support photographers and videographers who devote years to telling stories that can shape understanding and help build a more informed and compassionate world

“Photojournalism has the power to make visible the realities that too often remain unseen. For more than two decades, the Canon Female Photojournalist Grant has supported women whose dedication, courage and empathy bring these stories to light. Meeri Koutaniemi’s work exemplifies the profound role documentary storytellers play in bearing witness, amplifying underrepresented voices, and inspiring meaningful change.

Alongside photography, documentary filmmaking plays a vital role in helping us understand the world and the experiences of people whose stories might otherwise go untold. This year, the Canon Video Grant recognises the remarkable work of Axel Javier Sulzbacher, whose dedicated, long-term approach brings nuance and humanity to a complex and challenging subject,” says Ingrid Masachs, EMEA Marketing Director at Canon.

“We are proud to support photographers and videographers who devote years to telling stories that can shape understanding and help build a more informed and compassionate world.”

Canon to host a Photo Studio

As a special highlight this year, Canon will host a dedicated Photo Studio and offer visitors the opportunity to receive a professional headshot and live demonstration of Canon’s Authenticity Imaging System (https://apo-opa.co/4c8UlT2), which embeds secure, verifiable credentials into images in accordance with the C2PA standard.

Canon support at Visa pour l’Image

The Canon Lounge will showcase the strength of Canon’s complete professional imaging offering, bringing together industry-leading cameras, lenses, professional print technology and software solutions that help protect image authenticity, and the unrivalled expertise of Canon Professional Services (CPS).

Throughout the festival, accredited photographers can benefit from complimentary check-and-clean services, hands-on access to the latest equipment, one-to-one advice from Canon product specialists, and a fine art print of their work. As the only imaging brand offering this full suite of products, software and services support, Canon is uniquely positioned to help professional photographers create, protect, and share their work with confidence.

Distributed by APO Group on behalf of Canon Central and North Africa (CCNA).

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Radisson Hotel Group and Accenture Redefine Travel Discovery on ChatGPT

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New Radisson Hotels app in ChatGPT helps travelers move from trip intent to relevant hotel options, live rates, and direct booking paths, advancing Radisson Hotel Group’s agentic commerce strategy

AI is radically transforming how people search for and book hotel stays, and we are committed to being at the forefront of this shift

BRUSSELS, Belgium, July 29, 2026/APO Group/ –Radisson Hotel Group (www.RadissonHotels.com) has collaborated with Accenture (NYSE: ACN) in launching an AI-powered hotel discovery app in ChatGPT, helping travelers move from trip intent to search, comparison and planning through natural conversation.

 

Available as @RadissonHotels in ChatGPT, the app enables travelers to search for Radisson Hotels properties across over 100 countries, and more than 1,000 hotels through natural conversation. Through starting a new ChatGPT conversation with @RadissonHotels at the start of the prompt, travelers can ask for advice to plan a family-friendly weekend stay in Amsterdam, or a hotel in Paris with a gym and spa near the Eiffel Tower. The app will respond with relevant Radisson Hotels properties with live inventory and rates, location context, amenities, hotel details, and interactive map-based results. When ready, travelers are directed to complete the reservation through the Radisson Hotels website.

The launch marks an important step in Radisson Hotel Group’s move toward agentic commerce (https://apo-opa.co/4w1xwbb): a shift from traditional, channel-based booking journeys to AI-led experiences where discovery, comparison, and decision-making happen through conversation. As travelers increasingly turn to AI to ask questions, narrow down options, and plan trips, hospitality brands need to be visible, accurate, and actionable at the moment of intent.

This shift is already underway. According to Accenture’s Consumer Pulse Research (https://apo-opa.co/4fqvOLv), 87% of travelers are open to collaborating with an AI-powered travel agent to find the best option, and 71% of travelers say that at least half of their spend for hotels or airlines will be influenced by AI over the next 12 months. Radisson Hotel Group is seeing the change firsthand, noting that organic and direct web traffic channels that have historically driven online bookings are giving way to new touchpoints like ChatGPT.

“AI is radically transforming how people search for and book hotel stays, and we are committed to being at the forefront of this shift,” said Gianni Di Fede, chief commercial officer, Radisson Hotel Group. “With Accenture, we are reimagining hotel discovery for the next generation of travelers—meeting guests in the planning moment with a branded experience that makes it easier to find, compare, and book Radisson Hotels properties.”

The collaboration began with Radisson Hotel Group using an MCP accelerator that is part of Accenture’s AI Merchant Center, an agentic readiness and intelligence platform. This helped structure, validate, and optimize how Radisson Hotels’ content, inventory, rate, and booking signals could be monitored for AI-led discovery. Accenture then worked with Radisson Hotel Group to design the app experience, shaping how travelers interact with it and how it works across devices. The app connects directly to Radisson Hotel Group’s existing systems, delivering real-time hotel information that helps travelers move from a broad idea to a relevant shortlist more quickly. Over time, the companies plan to expand this experience to include deeper personalization, loyalty recognition, in-chat booking, reservation management, trip modification, and AI concierge capabilities.

“Agentic commerce is fundamentally changing how people discover and choose brands. As journeys become more conversational and intent-driven, companies have to rethink how they show up — not just to be found, but to be chosen, and to deliver value in that moment,” said Ndidi Oteh, CEO of Accenture Song. “Radisson Hotel Group is taking a step in that direction, creating a more direct and meaningful way to connect with travelers when decisions are being made.”

The app is part of Radisson Hotel Group’s broader digital transformation and direct booking strategy. Accenture has supported the Group in modernizing its digital and data foundation (https://apo-opa.co/4pPQ78O), uniting its brands on a single global platform and enabling more personalized marketing across more than 1,000 hotels. With the Radisson Hotels app in ChatGPT extending that foundation into a new AI-native discovery channel, the Group will remain visible, relevant, and bookable as traveler behavior continues to evolve.

“With travel, planning is becoming easier for consumers, but more competitive for brands,” said Emily Weiss, senior managing director and global Travel lead, Accenture. “Travelers want to compare options quickly, narrow down choices and book with confidence, often in a single journey. That puts pressure on brands to show up with accurate, up-to-date, and easy-to-navigate information at every step. With Radisson Hotel Group, the focus was on making hotel content more accessible, so travelers can find what they need, explore options, and move to booking more seamlessly.”

This work builds on Accenture and ChatGPT’s parent company OpenAI’s broader partnership (https://apo-opa.co/4pOOVlZ) to help organizations use AI in more practical, decision-driven ways, unlocking new opportunities for growth, stronger customer connections, and more efficient operations. Accenture is an OpenAI Elite Partner and was recently named OpenAI’s AI Transformation Partner of the Year

Distributed by APO Group on behalf of Radisson Hotel Group.

 

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