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Home WARC Reports Marketer's Toolkit

The Marketer's Toolkit 2021

Navigate through uncertainty

  • Toolkit 2021
  • 10 years of Toolkit

What's in store for 2021?

This year's Marketer's Toolkit covers six key challenges for the year ahead:

  • Responding to recession
  • Staying effective in the age of e-commerce
  • Engaging at home consumers
  • Succeeding in the closed web
  • Structuring for volatility
  • Finding the white space in wellness
Download The Marketer's Toolkit 2021

WARC also spoke to 22 marketing leaders to gather their insights on the year ahead – Read the full interviews.

WARC Talks: Toolkit webinars

Brand ready: The future of marketing structures
With Tony Ren, Melissa Hopkins and Ruchira Jaitly.
Tuesday 8th December 12:30pm IST / 3:00pm SGT / 5:00pm AEST

With the Asia Pacific region in varying stages of the recovery and development path, how can brands make the most of each market situation?


Watch now

Creativity's role in the recession
With Susie Walker, Graham Page and Shazia Ginai.
Tuesday 8th December 8:00am EST / 1:00pm GMT

2021 will be defined by the impact of recession. Brands must find new creative solutions to achieve distinctiveness in the post-pandemic marketplace.


Watch now

The death of the cookie
With Mark Wagman, Rob Auger and Sheila Marmon.
Tuesday 8th December 11:00am EST / 4:00pm GMT

As they move to a cookie-less world, brands have the potential to create a marketing ecosystem that's better for themselves, publishers and consumers.


Watch now

CMO interviews

WARC interviewed 22 marketing leaders to get their views on the challenges and priorities for 2021. Read all the interviews.

Dhiren Amin – Chief Marketing Officer, APAC, Kraft Heinz Edward Bell – General Manager Brand, Insights and Marketing Communications, Cathay Pacific Lynne Biggar – Chief Marketing and Communications Officer, VISA Conny Braams – Chief Digital and Marketing Officer, Unilever Matt Bushby – UK Marketing Director, Just Eat Cheng Gong – Deputy Director of Brand and Public Relations, Wahaha Anna Henwood – Chief Marketing Officer, Les Mills International Melissa Hopkins – Chief Marketing Officer, Optus Ruchira Jaitly – India and APAC CMO, HMD Global Trevor Johnson – Head of Marketing, Global Business Solutions, Europe, TikTok Kuo-Hi Lee – Head of Brand Project House, Volkswagen Passenger Cars China Marcel Marcondes – US Chief Marketing Officer, Anheuser-Busch InBev Simon Peel – Senior Director, Global Media, adidas Cara Pratt – SVP, Kroger Precision Marketing, 84.51 Marc Pritchard – SVP, Chief Brand Officer, Procter & Gamble Erica Probst – Head of Sales for UK and Ireland, YouTube Brent Smart – Group CMO, Insurance Australia Group (IAG) Dr. R S Sodhi – Managing Director, Gujarat Co-operative Milk Marketing Federation (Amul) Agatha Soh – Regional Head of Marketing, Shopee Alex Weller – Marketing Director – Europe, Patagonia Jason White – CMO, Curaleaf Gill Zhou – Chief Marketing Officer - APAC, IBM

WARC subscribers can also access

Drivers of change


  • Reveals the results of a global survey of more than 1,000 marketers.
  • The results are presented using the STEPIC methodology, covering society, technology, economy, policy, industry and creativity.
Download the report

How marketing leaders are planning for 2021


  • Highlights key themes and quotes from 20+ exclusive interviews with marketing leaders from around the world.
  • Key themes include long-term planning, brand purpose, e-commerce, navigating volatility and digital content strategies.
Download the report

Brand strategies for a post-pandemic world


  • Brings together case studies and brand examples showing how marketers are responding to the six core challenges in the Marketer's Toolkit 2021.
  • The examples illustrate how brands are successfully adapting and responding to an ever-changing, and ever-challenging marketing and consumer landscape.
Download the report

WARC has been helping marketers plan ahead since 2012 with the Marketer's Toolkit.
Here is a look back at the last 10 years.

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.

Download the Toolkit

Marketer’s Toolkit 2019: Strategy, tech and media for the year ahead

WARC's Marketer’s Toolkit 2019 report outlines the key challenges facing brands in the year ahead, and guidance on how to meet them, as marketers see improved customer experience – both online and offline – as key to kick-starting growth and restoring trust.

Download the Toolkit

Marketer's Toolkit 2018: How brands can respond to the year's biggest challenges

WARC's Toolkit 2018 survey cited customer experience (CX) as a 'digital transformation' priority for 2018, meaning a growing focus on customer journey mapping, and rising investment in experience optimisation technology.

Download the Toolkit

Toolkit 2017: Six major marketing trends for the year ahead

WARC's Toolkit 2017 report brings together the latest ideas, research and case studies from the last year and distils them into a guide to current thinking in six main areas.

Download the Toolkit

Toolkit 2016: Six major marketing trends for the year ahead

WARC's Toolkit 2016 draws on the latest thinking, research, and examples of best practice to show how the world's smartest brands are rising to the challenge.

Download the Toolkit

Toolkit 2015: Six major marketing trends for the year ahead

WARC's Toolkit 2015 highlights six key areas that will affect marketers in 2015 and how they should respond, with chapters including: strategy, consumers, social, shopper, media and research.

Download the Toolkit

Toolkit 2014 - How to keep your brand ahead of the competition

WARC's Toolkit 2014, in association with Deloitte, highlights five challenges for 2014 and looks to the latest thinking, new research and real-life examples for ways to respond.

Download the Toolkit

Toolkit 2013 - How to respond to marketing's biggest challenges

WARC's Toolkit 2013, in association with Deloitte, identifies ten of the biggest challenges facing marketers in 2013 then examines the latest ideas and case studies to suggest ways to meet them.

Download the Toolkit

2012 Toolkit

WARC's 2012 Toolkit is a guide to new ideas and best practice in marketing from around the world and highlights the key challenges that marketers face in 2012 and how major brands are responding.

Download the Toolkit

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