The Marketing Architects

Welcome to Nerd Alert, a series of special episodes bridging the gap between marketing academia and practitioners. We’re breaking down highly involved, complex research into plain language and takeaways any marketer can use.

In this episode, Elena and Rob explore how anger changes the way people shop. They break down new research showing angry buyers move faster, skip the safe middle option, and end up more satisfied with what they choose.

Topics covered:   
[02:00] "The Unique Role of Anger Among Negative Emotions in Goal-Directed Decision Making" 

[03:00] Does anger lead to better or worse buying choices? 

[04:00] The compromise effect and the safe middle option 

[05:00] Angry shoppers click less and decide faster 

[06:00] Are angry buyers happier with their choices? 

[07:00] Turning anger appeals into action 

[08:00] How brands can use a "villain" to tap into emotion 

 

To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter. 
 

Resources: 
Khan, U., DePaoli, A., & Maimaran, M. (2019). The unique role of anger among negative emotions in goal-directed decision making. Journal of the Association for Consumer Research, 4(1), 64–76. https://doi.org/10.1086/701028 
 

Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.

B2B marketer confidence jumped this year. But when researchers asked finance leaders the same questions, only 12% said marketing's financial impact holds up under pressure.

This week, Elena and Rob talk with Daniel Sills of NewtonX and Dagmara Szulce of the ANA about their new Confident B2B Marketer study. They unpack why marketer confidence is rising, and why finance and revenue leaders aren't yet convinced. The group breaks down the vocabulary gap driving that disconnect, and how confident marketers grew brand investment in a year when most companies cut back.

Topics covered: 
[03:00] Key findings from the Confident B2B Marketer study 

[04:00] What's driving marketer confidence up this year 

[09:00] The vocabulary gap between marketing and finance 

[12:00] How confident marketers grew brand budgets under pressure 

[18:00] Marketing to complex buying groups and AI search 

[22:00] Using AI without losing your data foundation 

[26:00] The one move to make before your next budget cycle 

To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter. 

Resources: 
2025 ANA and NewtonX Confident B2B Marketer Study: https://www.newtonx.com/article/confident-b2b-marketer-2026/

Daniel Sills’ LinkedIn: https://www.linkedin.com/in/danielpsills/

Dagmara Szulce’s LinkedIn: https://www.linkedin.com/in/dagmaraszulce/

NewtonX Website: https://www.newtonx.com/work-with-us/?utm_campaign=50131755-PER-PC-General-Podcast-Campaign-All-2026-01-01&utm_source=Podcast&utm_medium=Marketing%20Architects

ANA Website: https://www.ana.net/
 

Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.

Welcome to Nerd Alert, a series of special episodes bridging the gap between marketing academia and practitioners. We’re breaking down highly involved, complex research into plain language and takeaways any marketer can use.

In this episode, Elena and Rob dig into new data showing most Fortune 500 ads run on next to nothing, and why the real problem isn't budget size. It's confidence in the ideas worth backing.

Topics covered:   
[02:32] "Fewer, Bigger, Longer, Better" — Creative X's new ad spend study 

[03:47] 93% of ads run on less than $10,000 

[05:02] Production is up 29%, but spend per ad is down 15% 

[07:02] Small tests eat 30% of budget, top ads get just 18% 

[08:02] Why this is a confidence problem, not a budget problem 

[08:32] What marketers should do with the data 

To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter. 
 

Resources: 
WARC. (2026, June 22). Most big-brand ads run on digital platforms have tiny budgets. WARC. https://www.warc.com/en/feed/most-big-brand-ads-run-on-digital-platforms-have-tiny-budgets-16a01f05c2ba4a1bbdc515099bb8acb2 
 

Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.

AI and human evaluators rated the same 20 ad concepts within 0.2 points of each other, across nearly every dimension. So can a machine really judge great creative?

This week, Elena and Rob are joined by SVP Brand Strategy Catrina McAuliffe to unpack Marketing Architects' new seven-criteria framework for creative quality. Catrina shares how the framework was built, how it held up against 500 marketing and creative pros, and where AI still falls short. Marketers will get a clearer sense of when to trust AI's creative feedback, and when human debate still wins.

Topics covered: 
[01:00] The seven-criteria framework for creative quality 

[09:00] Testing the framework against 500 marketing and creative pros 

[11:00] AI and human scores landed within point-two of each other 

[13:00] Does AI push ideas toward safe, average creative? 

[15:00] How the framework differs from ScriptSooth pretesting 

[16:00] Using AI to sharpen writers, not replace them 

[22:00] Where pretesting and the framework each fit in 

 

To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter. 
 

Resources: 
2026 Marketing Architects Research Press Release: https://marketingarchitects.com/blog/marketing-architects-research-gives-humans-and-ai-a-shared-language-for-creative-quality
 

Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.

Welcome to Nerd Alert, a series of special episodes bridging the gap between marketing academia and practitioners. We’re breaking down highly involved, complex research into plain language and takeaways any marketer can use.

In this episode, Elena and Rob dig into whether product placement in movies sticks in viewers' memories, using the famous Reese's Pieces and E.T. story as a jumping-off point.

Topics covered:   
[02:20] "The Effect of Product Placement in Movies on Brand Recall: A Meta-Analysis" 
[03:10] Why brands pay for screen time instead of commercial breaks 
[04:30] Cohen's d and what counts as a large effect 
[05:10] Kids and adults recall placements about the same 
[06:10] Execution matters more than exposure 
[07:40] Aston Martin versus BMW in the Bond franchise 

 

To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter. 
 

Resources: 
Preethy Rose, M., & Shanthi, R. (2024). The effect of product placement in movies on brand recall: A meta-analysis. International Research Journal of Multidisciplinary Scope, 5(4), 807–814. 
 

Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.