Marketer's Toolkit 2020
WARC's Marketer's Toolkit 2020 adopts the STEIP methodology to cover five drivers of change that will affect marketers next year, built from an annual survey, 10 CMO interviews and WARC analysis.
- Brand equity & strength
- Brand activism
- Brand purpose
- Corporate social responsibility
- Environmental & social issues
- Advertising regulation
- Artificial Intelligence (AI)
- Data management
- Data protection & privacy
- GDPR & privacy law
- Digital transformation
- Tech-driven innovation
- Creativity & effectiveness
- Long-term vs short-term effectiveness
- Digital payments
- In-house agencies
- Customer experience
- Marketing budgets
- Packaging
- Brand safety
- Digital media planning & buying
- TV & Connected TV planning & buying
- Global
- Greater China
- Channel planning, media mix selection
- Context & position of advertising
- Programmatic buying
- Theories & ideas of media planning
- Strategy
