WARC's Rica Facundo discusses new research and strategies unveiled at SXSW that will help marketers become more effective. Featuring interviews from Wavemaker's James Boardman and Saïd Business School's Felipe Thomaz about why understanding “infuenceability” closes the effectiveness gap, WPP's Katie Rigg Smith on why brands need to scenario plan to tap into the changing demographic of Australia, and VML's Sarah Bailey on how to move away from creating dull advertising. Stay up-to-date with the latest marketing and advertising news with our free daily newsletter.