The weaknesses of creative strategy have been exposed during the pandemic, argues Dentsu X’s Phillip Dyte; who should now be taking the strategic lead? “If I hear 'the new normal' one more time I am going to scream”. So I posted, perhaps uncharitably, after reading one too many hot takes on COVID-19’s impact on marketing in general and strategy in particular.
WARC’s Future of Strategy report shows how the vast majority of strategists are witnessing clients decrease spend, with delays or cancellations of work rife – which is changing life for strategists too.
Traditionally, the Future of Strategy report explores how to protect and sustain the strategy discipline, but the changes brought about in 2020 have forced a rethink of how it should change and improve.
Wunderman Thompson India’s Ajinkya Pawar writes about the advertising industry’s growing fragility, as agencies have failed to keep up with the new dimensions through which people now encounter brands.
Shann Biglione explores four themes that will be on many media strategists' minds as they look for ways out of the COVID-19 crisis. Every crisis starts with the same prophecy: this time, it’s different.
Let me start with the good news. There is no shortage of new talent wanting to break into our industry, to be part of the creative landscape and to make their mark in strategy teams across the UK, as the annual growth in applications for Brixton Finishing School’s courses attests.
Frank Reitgassl – now group head of Brand Strategy & Development at Zurich Insurance – reflects on his time in Asia and the growth of the strategy discipline since, having served as a judge for the WARC Prize for Asian Strategy in 2014 and 2015.
McCann Worldgroup's Nicole Tan thinks that strategists have long played an ambiguous role, and to survive In an era of transformation, strategists themselves must evolve to become connectors and orchestrators.
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.
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.