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WARC Talks: The Future of Strategy and why marketers need a reality check
09 October 2023
WARC Talks: The Future of Strategy and why marketers need a reality check
Segmentation theories & ideas Role of the planner, strategist Account planning, strategic planning

In this episode WARC talks about the need to introduce greater ambition, imagination and revolution into the practice of marketing strategy.

  • Lena Roland is joined by Richard Huntington, CSO at Saatchi & Saatchi, and Mark Hadfield, founder of Meet the 85%, to unpack research from WARC’s recently released Future of Strategy report, now in its 11th year.

  • Lena and her guests discuss narcissism in brand-led market research and the limits of segmentation and generational marketing, popular marketing methods that are nevertheless far removed from the reality of peoples’ lives.

Listen to the episode in full here

Timestamps

02:46 – Why is marketing in desperate need of a reality check?

05:55 – The three ways marketers build alternate realities.

10:28 – The problems with these realities.

14:33 – Marketers live in Marketingland.

19:40 – Changing the mindset around time spent on strategy.

22:07 – Understanding different regions in the UK.

24:33 – Solutions to these problems.

Further reading

WARC’s Future of Strategy

Marketing is in desperate need of a reality check