The death of the big idea and the future of strategy
David TiltmanWarc
What does the term 'strategy' mean in modern marketing? And what does a 'strategist' actually need to deliver?
For Tracey Follows, Chair of the UK's Account Planning Group (APG), they are questions that need an urgent answer. The reason? A shift in marketing toward the "executional" – a world of real-time response and short-term results. As Follows puts it, "We are no longer in the age of the big idea. We are in the age of big data."
The danger is that strategy becomes marginalised....