The Future of Planning: A new agency model

Account planning pioneer Stephen King made a crucial distinction between 'marketing department marketing', when the marketing function is bolted-on to the organisation, and 'real marketing', when all the company's resources are harnessed to link what the customer wants with what the firm can provide.

A new agency model

Simon Clemmow

The future of planning and the future of agencies are conjoined. Their future lies in the speedy execution of ideas with “real planning” at the heart of this process

One of the many seminal articles by the late,...

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