From brand stewards to Star Trek: why marketers must look to the future

Andrea Sophocleous

This event report discusses how agency proliferation, process management and a focus on the past are hampering the marketing industry from tackling many of the important trends now reshaping consumer behaviour.

From brand stewards to Star Trek: why marketers must look to the future

Andrea Sophocleous

Marketers have failed to keep up with the changes sweeping through the communications industry because they are too busy managing their multiplying number of agencies and looking to the past, according to David Morgan, executive director of marketing and corporate communications at Nestlé Australia.

Speaking at the ADMA Global Forum, held in Sydney in August 2013, Morgan reported that many practitioners had become bogged down in process management, and are failing to address the growing number of challenges they face as a result....

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