The future of strategy 2023

This report highlights key findings from WARC’s annual survey of strategists worldwide and also unpacks three key themes considered pivotal to the future of strategy.
  • Strategists worry about a decline in influence compared to last year and see the biggest opportunity in upstream work and other key value opportunities are understanding new tech, and helping brands navigate culture.
  • Strategists appear tethered to their desks, data and decks and risk being distant from the core value they bring – understanding real people and cultural trends.
  • Niche is big; strategists should look to the fringes, and build with communities, adding value, and asking speculative questions.
  • KPIs relating to sustainability and DEI fail to appear in most client briefs; this suggests an intention-action gap in what marketers say,...

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