Consumers are looking towards brands to lead cultural conversations and, as more brands seeks to launch campaigns with a strong point of view, planners need to adapt their perspective accordingly, a leading practitioner has said.
Strategic thinking is getting flabbier and flowerier by the minute, with fluffy language that is highly evocative, imaginative and inspirational but, says Gareth Kay, is devoid of the brutal rigour needed to create a robust foundation on which to build a brand or business.
Amy Rodgers, Adrian Ho and Ian Edwards, WARC Webinars, August 2018
Amy Rodgers, research editor at WARC, Adrian Ho, founding partner at Zeus Jones, and Ian Edwards, planning director at Facebook UK, discuss key stats and findings from interviews with over 550 planners and strategists around the world.
Strategy is a lot bigger than advertising, or even communications, argues Zeus Jones’ Adrian Ho. Strategic skills are fundamental to almost every aspect of business and should be allowed to stand on their own.
To mark the launch of the Future of Strategy 2018, we are reposting a series of pieces on leadership from former heads of the BBH London strategy team, commissioned by Ben Shaw, the new Head of Strategy at BBH London.
Paula Bloodworth, Leo Rayman, Dan Burdett and Frank Reitgassl, WARC Webinars, July 2018
Paula Bloodworth, brand strategy director at Nike, Wieden + Kennedy, Leo Rayman, CEO at Grey London, Dan Burdett, chief marketing innovation officer EMEA at eBay and Frank Reitgassl, former head of Strategy at BBH and director of brand strategy and creative at Mondelez discuss the most important issues and challenges in strategy.
GLOBAL: Strategists are seeing their discipline in flux, with growing influence offset by cuts in client budgets and new competitors emerging, according to WARC’s Future of Strategy Report 2018, a worldwide survey of over 500 senior planners ...
Analysing the results of a global WARC survey of senior strategists, The Future of Strategy Report provides both quantitative and qualitative data on the current state and future expectations of the discipline.
Merry Baskin and Kate Waters, WARC Best Practice, August 2017, pp. 36-37
This article provides agencies with a best practice guide for writing an effective creative brief, which can form the foundation for the disruptive, breakthrough thinking that can really make a difference to a client's business.
This article offers an overview of how marketing drives business performance by explaining the theories of buyer behaviour, the ways that marketing can influence that behaviour and how advertising works.