Overview
This section of the Strategy Toolkit is designed to encourage readers to think about the purpose of strategy within marketing development. Given the business role of marketing, as set out in the How Marketing Works section, where does the strategist fit in?
In this section you will learn:
1. Why are strategists needed?
This selection of papers covers the basic principles of 'account planning', the key strategy role within the agency world, and the early – and still valid – definitions of great planning practice. The papers highlight the basic skills that every strategist should have in their toolkit: the understanding of brand strategy; the ability to inspire and nurture creativity; and the ability to use data and research to drive insight.
2. Strategic approaches
This is module 2 from the Strategy Toolkit, Warc's learning resource for strategists.
The Strategy Toolkit includes seven modules, dummy briefs and quizzes.
Need help? Contact your Client Services Manager.
What else does this article talk about?
- Account planning, strategic planning
Interested in seeing what other marketing challenges WARC covers?
WARC’s coverage is unrivalled – grouping articles, case studies and research around 100 different marketing topics, arranged across 11 themes.
We believe that effective marketing is based on facts, not opinions
Since 1985, we’ve brought confidence to marketing decisions through the most trusted research, case studies, best practice, data and inspiration. Today, we help 75,000+ marketers across 100+ countries.
- Learn more about why marketers rely on us to help make their marketing effective
- Want a taster of the latest evidence? Subscribe to our daily newsletter
- Need access to our effectiveness experts for your project? Talk to our advisory team