The WARC Podcast Tackling the twin pace effectiveness gap
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Mar 10, 2026 Rika Facundo, Managing Editor at WARC APAC and lead researcher on the report, brings expertise in marketing effectiveness, governance and measurement in APAC. She discusses governance as the root of the say-do gap. She explores legacy short-termism, why finance should measure brand, measurement windows and reporting cadence. She outlines APAC cultural barriers and urges shared accountability and redesigned governance.
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Short-Termism Born From A Golden Era
- APAC short-termism stems from a legacy sprint mindset created by rapid past growth and easy demand.
- Rika explains that reliance on performance tactics worked during the golden growth era but now leaves brands ill-equipped as growth becomes harder.
Link Brand Investment To Business Impact
- Treat brand as measurable business value and link brand investment to short‑term performance as well as long term outcomes.
- Rika cites evidence that brand alongside performance delivers bigger short‑term impact than paid performance alone and urges changing measurement mindsets.
Brand Briefs Are Measured In Silos
- Brand briefs are often siloed and only judged on long‑term objectives, reinforcing the brand vs performance false binary.
- Only 23% of agencies say brand briefs are measured on both short and long‑term outcomes, per the report.