Media 2020: Refresh - Helping brands prepare for the future

This report presents the findings of a large-scale study into marketers' attitudes and priorities for the future, revealing that control over customer strategy and data, organisational integration, and brand safety are the focus for 2020.
  • More than 250 senior marketers across a range of industry sectors took part in interviews and an online survey to understand how attitudes are changing and to identify emerging trends.
  • It emerged that in the ecosystem of 2020 for all major brands, resources will be organised around profitable growth and customer retention, and campaigns will be built on data platforms and powered by data insights.
  • More consistent measurement standards will be developed and adopted to enable better attribution, and more relevant and customised KPIs will become barometers of accountability.
  • Client and agency organisations will embrace more flexible...

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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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