Strategists are following the opportunity in upstream planning – 52% say they are spending more time on upstream business or brand planning, according to WARC's survey of practitioners in the Future of Strategy 2021 report. Just 12% say they are spending less time on upstream business or brand planning compared to before COVID-19.
The same growth is not visible for downstream execution and working on specific campaigns. Just above one-third (35%) of strategists say they are spending more time on this, compared to 46% who report no change and one-fifth (19%) who say they are spending less time...