The planner clients really want

Alistair Green

Outlines several ways that planners need to evolve in order to fulfil clients’ changing needs.

Planning @50: What is its future?

This article is part of a series of articles marking the 50th birthday of planning. Read more.

It's 50 years since the birth of planning. Wow! I haven't been around quite that long but am nearing the 20-year mark and, during that time, have crossed the divide of ad agency planner, media agency strategist and digital/content planner. From my perspective, the fundamentals of planning haven't changed: good planning still brings a clear understanding of consumer, brand, business, category, culture and channel to the table and distils it in a way that makes...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands