Proving the value of strategy

Proving the value of an investment is crucial to maintaining an ongoing supply of money – for CFOs and CEOs, the data is more easily available than ever but agencies are getting left behind as media partners help to answer many of the tougher questions.

Value took on a newly complicated hue at the 2018 Cannes Lions International Festival of Creativity. Not only did Publicis highlight the soul-searching taking place in the agency world as the holding group model comes under the scrutiny of changing client demand, but clients themselves are under pressure to prove value.

This is nothing new. It has long been a struggle of the marketing department – and the industry that services it – to prove value to the suits around the boardroom table. If there is increased pressure, digital has played a part in forcing it. This is because digital...

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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

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