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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.

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2018 Future of Strategy

  1. 1. 4A’s StratFest 2018
  2. 2. 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
  3. 3. WWW.WARC.COM © 2017 3 The state of strategy
  4. 4. 4WWW.WARC.COM © 2016 4WWW.WARC.COM © 2017 57% believe strategists are gaining influence within agencies
  5. 5. 5WWW.WARC.COM © 2016 5WWW.WARC.COM © 2017 55% believe strategists are gaining influence with their clients
  6. 6. 6WWW.WARC.COM © 2016 6WWW.WARC.COM © 2017 56% expect their teams to expand in the next 12 months
  7. 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
  8. 8. WWW.WARC.COM © 2017 8 Doing more with less
  9. 9. 9WWW.WARC.COM © 2016 9WWW.WARC.COM © 2017 66% say budget cuts have affected their team
  10. 10. 10WWW.WARC.COM © 2016 10WWW.WARC.COM © 2017 68% believe a lack of training means ‘craft skills’ under threat
  11. 11. 11WWW.WARC.COM © 2016 11WWW.WARC.COM © 2017 Planners need to step away from their desks
  12. 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
  13. 13. WWW.WARC.COM © 2017 13 The competition for strategy
  14. 14. 14WWW.WARC.COM © 2016 14WWW.WARC.COM © 2017 Consultancies are seen as a threat
  15. 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. 16. Why can’t strategy in a creative agency be a revenue center? Shekhar Deshpande, JWT
  17. 17. WWW.WARC.COM © 2017 17 Opportunities and threats
  18. 18. 18WWW.WARC.COM © 2016 18WWW.WARC.COM © 2017 Data and upstream strategy are big opportunities
  19. 19. 19WWW.WARC.COM © 2016 19WWW.WARC.COM © 2017 …but downstream tactics are taking too much time
  20. 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
  21. 21. WWW.WARC.COM © 2017 21 Skills and specialisms
  22. 22. 22WWW.WARC.COM © 2016 22WWW.WARC.COM © 2017 Wanted: ‘Big picture’ thinkers and inquiring minds
  23. 23. In summary Feeling of optimism Undercut by client budget cuts Sense that planners are not thriving in current structures WWW.WARC.COM © 2017 23
  24. 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. 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. 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

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