Integrated and accelerated: Understanding the modern marketing model

R3’s Shufen Goh introduces six agency models for marketers seeking to reduce inefficiencies in their agency relationship and/or cut the number of agencies they work with.

Creating cultural advantage

This article is part of a series of articles from the WARC Guide to creating cultural advantage. Read more

 The increasing need for global-local solutions reflects the complexity faced by marketers today. Effective integrated marketing organisation and agency models require masterful balancing of the rules of standardisation with the freedom needed for local expression. This marriage of governance and cultural relevance requires brands to have strong foundational capability and functional support.

When reflecting on changes in media and consumer behaviour over the last two decades, more attention tends to be given to their external impact –...

Not a subscriber?

Schedule your live demo with our team today

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

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands