Half of strategists are focusing more on upstream planning | WARC | The Feed
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Half of strategists are focusing more on upstream planning
Strategists are following the opportunity in upstream planning – 52% say they are spending more time on upstream business or brand planning, according to WARC's survey of practitioners in the Future of Strategy 2021 report. Just 12% say they are spending less time on upstream business or brand planning compared to before COVID-19.
Why it matters
In the report, Mark Lester, Head of Strategy at WE ARE Pi, argues the gap between upstream and downstream work is widening, and strategists need to pick a side. However, Zoe Scaman, Founder at Bodacious and Co-Founder at MCX, suggests breadth of...
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