The proven power of values-driven marketing | The WARC Podcast

Описание: Research from WARC + Aletheia found that a values-driven approach to insights, messaging and media leads to lifts in ad preference, likability, and relevance. LIONS Advisory's Imaad Ahmed and WARC's Anna Hamill discuss the findings and why they matter with Colleen Howell, VP Research at Aletheia and Chris Marchegiani, Worldwide Head of Brand Planning, Insights, and Creative Strategy at Amazon.

Published on 27 January 2026. This episode is in partnership between LIONS Advisory and Aletheia.

Episode overview:

The WARC Podcast episode discussed the effectiveness of values-driven marketing, highlighting research conducted by LIONS Advisory with Aletheia and Amazon.

The study found that values-aligned ads led to significant lifts in ad preference, likeability, and perceived relevance. Aletheia's six values types framework—achievement, pleasure, freedom, purpose, tradition, and security—was used to segment audiences, revealing deeper motivations. Amazon's approach emphasized customer voice and layering values with demographics for better targeting.

Practical tips included using signals for messaging and media choices, and leveraging AI tools to generate values-aligned creative. The discussion underscored the importance of understanding audience values for effective marketing.

Keywords: marketing research, values-driven marketing, advertising strategy, audience segmentation