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The Future of Planning: A new agency model
Account planning pioneer Stephen King made a crucial distinction between 'marketing department marketing', when the marketing function is bolted-on to the organisation, and 'real marketing', when all the company's resources are harnessed to link what the customer wants with what the firm can provide.
By only relying on personal opinions or guesswork, not facts, you risk wasting millions of dollars, losing credibility and impact.
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WARC consistently delivers valuable insights that help to make me look like an expert in front of my colleagues and clients.
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