Jon Steel on planning

Six months into developing a campaign, the last thing an agency wants to hear is that the marketing director now needs to consult all the stakeholders before proceeding.

Jon Steel on planning

Jon Steel

IN PRAISE OF TYRANNY

A long time ago, in an advertising agency far, far away, the marketing director was smiling. “I'm happy,” he said, nodding his head in slow, dramatic fashion to emphasise his point. “I'm very happy.”

Six months into the development of the campaign, it all came down to this meeting. After three rounds of creative work, and focus groups conducted all across the US, we finally had the consumer reaction we had sought. People were engaged by the advertising, challenged, and wanted to continue talking about it long after the last...

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