2018 Future of Strategy

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As the advertising industry evolves—how is strategy evolving along with it? We interviewed 550+ senior strategists around the world to get an inside look at their challenges and opportunities during a time of fierce competition. Get the sample report: http://bit.ly/2BgdzqU.

Marketing

The study
Second annual Future of Strategy
report
Global survey of >500 planners
and strategists
Essays from expert contributors
from agencies and brands
WWW.WARC.COM © 2017 2

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The state of strategy

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57% believe strategists are gaining influence within agencies

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55% believe strategists are gaining influence with their clients

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56% expect their teams to expand in the next 12 months

I think planning is suffering
hugely from clients being
uneducated on how creative
strategy and planning work.
Much of it is coming from a
stress and fear environment.
Planner

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Doing more with less

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66% say budget cuts have affected their team

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68% believe a lack of training means ‘craft skills’ under threat

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Planners need to step away from their desks

Today’s marketer is getting
comfortable with fast and
cheap at the expense of
smart. This doesn’t bode well
for the state of strategy.
Head of Planning, Canada

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The competition for strategy

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Consultancies are seen as a threat

Why can’t strategy in a
creative agency be a
revenue center?
Shekhar Deshpande, JWT

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Opportunities and threats

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Data and upstream strategy are big opportunities

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…but downstream tactics are taking too much time

The most fundamental scale on
which to judge planners is one that
runs from Grand Strategists to Ad
Tweakers. And nowadays there are
rather too many agencies whose
planners’ skills and experience are
much too near the ad-tweaking end
of the scale.
Stephen King, JWT, 30 years ago

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Skills and specialisms

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Wanted: ‘Big picture’ thinkers and inquiring minds

In summary
Feeling of optimism
Undercut by client budget cuts
Sense that planners are not
thriving in current structures
WWW.WARC.COM © 2017 23

In order to see the ‘big
picture’ planners will have to
step outside of marketing and
upskill in all areas of the
business.
Chief Strategy Officer

More from WARC
Global Marketing Index: Join our panel
of 2,000+ experienced executives
WARC Awards: Open for entries
November 1 (or be a judge!)
Get in touch:
eva.kasten@warc.com
WWW.WARC.COM © 2017 25

Get in touch
Eva Kasten
President, WARC Americas
EVA.KASTEN@WARC.COM +1 202 778 0680 2233 WISCONSIN AVE NW, SUITE 535, WASHINGTON, DC 20007, US

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2018 Future of Strategy

1. 4A’s StratFest 2018

7. I think planning is suffering hugely from clients being uneducated on how creative strategy and planning work. Much of it is coming from a stress and fear environment. Planner

12. Today’s marketer is getting comfortable with fast and cheap at the expense of smart. This doesn’t bode well for the state of strategy. Head of Planning, Canada

15. If I’m a brand strategist, I might work for a brand owner, a creative agency or a consultancy, or a lead agency or media owner, or God- knows-what…I might be working with creatives of an in-house agency, or from my own agency, or someone else’s agency. Frank Reitgassl, Director, Brand Strategy & Creative, Mondelēz

16. Why can’t strategy in a creative agency be a revenue center? Shekhar Deshpande, JWT

20. The most fundamental scale on which to judge planners is one that runs from Grand Strategists to Ad Tweakers. And nowadays there are rather too many agencies whose planners’ skills and experience are much too near the ad-tweaking end of the scale. Stephen King, JWT, 30 years ago

24. In order to see the ‘big picture’ planners will have to step outside of marketing and upskill in all areas of the business. Chief Strategy Officer

25. More from WARC Global Marketing Index: Join our panel of 2,000+ experienced executives WARC Awards: Open for entries November 1 (or be a judge!) Get in touch: eva.kasten@warc.com WWW.WARC.COM © 2017 25

26. Get in touch Eva Kasten President, WARC Americas EVA.KASTEN@WARC.COM +1 202 778 0680 2233 WISCONSIN AVE NW, SUITE 535, WASHINGTON, DC 20007, US

2018 Future of Strategy

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