The Marketer's Toolkit 2024

The Marketer's Toolkit identifies five trends that will disrupt existing global marketing practices and offers insights to help turn these disruptive areas into opportunities for growth.
  • The Marketer’s Toolkit is based on WARC’s newly developed and proprietary GEISTE methodology, which focuses on six macro-level drivers of change: Government, Economy, Industry, Society, Technology and Environment.
  • There are many variations within the interplay amongst purpose, brands and consumers, so do risk calculus, factoring in your brand’s mission, heritage and strategy, and how deeply you understand your consumers and their culture.
  • Advertisers using Generative AI may be perceived as somehow deceiving consumers; transparency is key.
  • A desire for more sports content on the part of over-the-top platforms can present new ways for brands to tell stories and engage audiences....

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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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