Evolution of Marketing


WARC’s Evolution of Marketing programme is the leading source of insight into the changing face of marketing: tracking, analysing and evaluating emerging technologies, media, social influences and other drivers of change relevant to marketers.

About The Evolution of Marketing

The Evolution of Marketing programme is focused on providing marketers with insight into emerging trends and significant shifts in industry. It aims to answer two main questions:

  • What will be the most effective marketing strategies in coming years?
  • What can marketers do today, to best position themselves for this future?

WARC's Marketer's Toolkit is the centerpiece of this program, identifying critical emerging trends. Additional reports and deliverables build on it, allowing us to provide additional forward-looking insight and analysis on key marketing issues throughout the year.

The Marketer's Toolkit 2024

The Marketer's Toolkit identifies five trends that will disrupt existing global marketing practices:

  1. Preparing for the age of polarization
  2. Unlocking the potential of Gen AI
  3. Masculinity in crisis
  4. Sportswashing changes the game
  5. Sustainability is coming home
Read the report

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CMO interviews

As part of Marketer's Toolkit, this series of CMO interviews explores how marketing leaders are navigating some of the key trends defining 2024.

Read now
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WARC Advisory briefing

Book a personal, paid for briefing session for our advisors to take your team through the emerging trends and their implications for your business. Register your interest to get a tailored quote.

Register your interest
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Webinar

Aditya Kishore, Director of Global Marketing and Insight at WARC, takes a closer look at the five global trends highlighted in this year's report and analyses the threats, opportunities and best strategies to help you navigate 2024.

Watch now

WARC Talks

WARC Marketer’s Toolkit
February 2023
Webinar

2023 Marketer’s Toolkit webinar

Carolyn Murphy, VP Americas at WARC, shares key trends from the 2023 Marketer’s Toolkit with the Association of Canadian Advertisers.
Neon light up shopping trolley
January 2023
Podcast

The future of digital commerce

Explores the importance of data ownership and the multiple roles inhabited by digital retail platforms.
Smartphone with social media icons
January 2023
Podcast

The Future of Media

Covers key trends in advertising investment, audience fragmentation and reform of the media ecosystem.
WARC Marketer’s Toolkit
December 2022
Webinar

The reckoning of big tech: The way forward for brands

Cathy Taylor, US commissioning editor at WARC, is joined by Venky Iyer of Beam Suntory and Brian Wieser of Group M to discuss the challenges big tech will be facing in 2023.
Discover more podcasts and webinars