Drivers of change: Part of the Marketer's Toolkit 2021 Part of WARC’s Marketer’s Toolkit 2021, this data report, based on a survey of client and agency-side executives, looks at near-term trends in six key areas, following the STEPIC methodology. Brand purpose Environmental & social issues Health & well-being Advertising regulation Artificial Intelligence (AI) Data management Data protection & privacy GDPR & privacy law Agility Digital transformation Direct to consumer E-commerce & mobile retail Creativity & effectiveness Long-term vs short-term effectiveness MMM & attribution Digital payments Gaming hardware & software Developing client-agency relationships In-house agencies Customer centricity Customer experience Marketing in a recession Accountability, C-Suite relations Managing the marketing function Marketing budgets Media & communications budgets Digital media planning & buying Livestreaming Channel planning, media mix selection Diverse hiring practices
