Strategy, the saviour of advertising

Argues that the 'planner of the future', who can help guide clients through well-argued and supported strategies for growth, is in more demand than ever.

Planning @50: What is its future?

This article is part of a series of articles marking the 50th birthday of planning. Read more.

All around me, I see marketers in a state of what I call tactical paralysis. They are dealing with changes around them – changes which are happening at breakneck speed. Radio is dead, we were told. TV is over. Move over, Facebook.

But rather than panic, bluff, or throw money at the latest new technology or ad format, we need to slow down and think about the right questions to ask in order to get...

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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

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