Complete gig history
All talks by Jon Evans
4 talks·2 years
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As marketers, we tend to think of surprise as an executional device. But we should be thinking of it as a strategic tool, a powerful multiplier for impact and effectiveness. Because the opportunity here is huge: while as humans, we all have the craving for surprise as fundamental human trait, we’re living in an increasingly algorithmically driven world whose ‘personalisation’ gives us increasingly less surprise in our lives, by giving us content it knows we already like. Using original research and analysis from the world’s leading practitioners, this session offers a practical model for how and when we can use surprise to our own advantage ourselves.
Speaker at Conference 2025. Podcast Host and Chief Customer Officer at THE UNCENSORED CMO AND SYSTEM1. Event held in Unknown (2025).
Integrating brand and performance advertising is vital for CMOs who want to deliver the best results. Achieving that in practice, however, is where marketers often fall short. Building on The Multiplier Effect, a smash-hit study published in early 2025, WARC is once again partnering with Analytic Partners, BERA.ai, Prophet and System1 to offer practical advice on making an integrated approach to brand and performance a reality.
Gen Z is the most visible generation in advertising today, appearing in 93% of U.S. ads and 78% of U.K. ads. But despite their presence on screen, their stories often lack depth and relevance. Current portrayals focus heavily on friendship, family, and sport, while critical topics like mental health, self-image, and financial pressure are rarely shown. This is not a case of underrepresentation, but of misrepresentation.