Opinion
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Lucy Aitken, April 2020
To mark its tenth anniversary, WARC’s Managing Editor – Case Studies, Lucy Aitken, analyses previous winners of the WARC Prize for Asian Strategy to see how strategy will evolve across the region and announces a new Special Award.
Opinion
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WARC from Home, March 2020
WARC from Home is our series of content for those looking to skill up in the lockdown – including a weekly re-run of a classic webinar from the WARC database.
News
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19 March 2020
Nivea Crème’s performance as a core product is key to owner Beiersdorf’s fortunes, and qualitative testing of an updated, more progressive brand strategy is designed to find new growth among younger audiences unfamiliar with the product.
Opinion
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Faris Yakob, March 2020
Agencies are strange beasts and are not well understood - Faris Yakob explores the tension at the core of the very best.
Article
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Sam Peña-Taylor, Event Reports, IIeX Europe, February 2020
Beiersdorf-owned Nivea creme needed to increase its appeal among younger audiences through a brand refresh and pre-tested the strategy’s written form to create a global position.
Opinion
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Nicole Tan, March 2020
McCann Worldgroup's Nicole Tan thinks that strategists have long played an ambiguous role, and to survive In an era of transformation, strategists themselves must evolve to become connectors and orchestrators.
Opinion
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Ben Jackson, March 2020
Pinwheel's Ben Jackson argues that one only need look at the role assassin-for-hire John Wick fulfils, for why the future of planning belongs to specialists.
Opinion
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Gabey Goh, March 2020
In recognition of a discipline in flux, WARC presents a special debate series, featuring members of the Singapore Strategy Group, on a topic close to the hearts of strategists the world over.
Opinion
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Katie Ewer, March 2020
Jones Knowles Ritchie Singapore’s Katie Ewer argues that being a generalist is the way to go – after all, God is the ultimate generalist – but thinks the word itself comes with too much bad baggage.
Opinion
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Amer Iqbal, March 2020
Facebook’s Amer Iqbal argues that young strategists contemplating which direction their careers should take – to be a generalist or specialist – should also consider asking an additional question: Are you a purist or a pragmatist? Steve Jobs was the ultimate generalist.
Opinion
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Faris Yakob, February 2020
Brands reaching for quotes of their past advertising successes hints at our continued failure to think about the future and start investing in assets for the long term, argues Faris Yakob.
Opinion
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Brian Carruthers, November 2019
The industry has amassed a fantastic body of learning around effectiveness. Now it needs to put it into practice, according to Tom Roach .
Opinion
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David Tiltman, October 2019
As the discipline of planning grows up, practitioners are evolving into two different styles. WARC’s David Tiltman was at the APG Awards to hear about the future of planning.
Article
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Faris Yakob, WARC Webinars, October 2019
Looks at the impact when advertising appears in channels that make people feel bad, or alongside unsafe content and how best to manage your brand communication.
Opinion
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Dom Boyd, October 2019
Just as digital has transformed markets, it is now transforming how brand value is built, by shifting the centre of gravity from mass storytelling towards personal connected experiences.
Article
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Jon Wilkins and Lisa Debonis, Admap, October 2019
Looks at how experience strategy can and should be the tip of the spear of greater business transformation.
Article
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Amy Rodgers, Neil Godber and Emily Rule, WARC Webinars, September 2019
Looks at what strategists are most concerned about in the industry today by revealing findings from the 2019 Future of Strategy report.
Opinion
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Andreas Krasser, September 2019
Asia to me is the most exciting region to be in right now as a strategist. The pace of daily life, economic advancement, and technological progress here make culture truly move at the speed of light – it’s basically a candy store for strategists.
Opinion
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Tom Morton, September 2019
The job of brand strategy expands from telling the brand story to building the brand system, argues R/GA's Tom Morton in an essay for the Future of Strategy 2019.
Opinion
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David Tiltman, August 2019
The 2019 Future of Strategy report is out now. Here, WARC's VP Content, David Tiltman, pulls out three key ideas.
News
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28 August 2019
Strategy continues to change as the discipline looks to new areas such as customer experience while battling competition from non-agency shops, WARC's Future of Strategy Report 2019 finds.
Article
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WARC Exclusive, August 2019
Analysing the results of a global WARC survey of senior strategists, The Future of Strategy report provides both quantitative and qualitative data on the current state and future expectations of the discipline.
Opinion
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Mike Teasdale, July 2019
Agencies’ process is out of balance, with too many avoiding the business problem, ignoring the science, needlessly reinventing the wheel and being chronically short term, argues Mike Teasdale.
Opinion
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Mark Hadfield, July 2019
Strategy teams' relationship to their clients can unlock disproportionate value, says iris' Mark Hadfield.
Article
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WARC Exclusive, WARC at Cannes Lions 2019
At a talk held by WARC at Cannes Lions 2019, two speakers explain why it’s better to be interesting than to be right.
