The future of strategy 2017

This report analyses results from a global WARC survey of senior agency planners, covering the current state of the strategic discipline, future opportunities and challenges, and guidance on building the planning team of the future.
  • Most survey respondents said the influence of the agency planner is increasing, rather than decreasing – though this increase is generally felt more within the agency than it is among clients.
  • But fragmentation of planner roles, tighter budgets and a growing threat from consultancies are significant challenges for the future.
  • The report finds that the big future opportunity for planners is in moving ‘upstream’: helping clients solve business problems rather than only focusing on ads.
  • Strategy teams are likely to be hiring and growing, and the report concludes with suggestions for agencies wanting to build a...

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