Half of strategists are focusing more on upstream planning

An overview of how strategists are spending their time since COVID-19.

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.

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