Marketing and urban myths

Laurie Young

Thought Leadership is a very successful marketing strategy employed by professional service firms in order to make money from their clients.

Marketing and urban myths

Laurie YoungPWC

One of the most successful marketing strategies that the world has seen, which has been employed by professional service firms across the world for about 100 years, is called 'Thought Leadership'. Yet, because it's not an fmcg strategy, neither the agencies nor the marketing academics have really studied it. As a result, it has not been generally used by the marketing industry, despite its staggering success.

Thought leadership is a vast, influential and diverse range of activities, which, at its best, produces systematic, iconic work like the McKinsey Quarterlyor Interbrand's annual...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands