{"id":6453,"date":"2017-07-11T16:29:48","date_gmt":"2017-07-11T10:29:48","guid":{"rendered":"https:\/\/bbf.digital\/new\/?p=6453"},"modified":"2017-09-09T23:20:03","modified_gmt":"2017-09-09T17:20:03","slug":"warc-unveils-future-strategy-report","status":"publish","type":"post","link":"https:\/\/bbf.digital\/new\/warc-unveils-future-strategy-report","title":{"rendered":"WARC Unveils Future of Strategy Report"},"content":{"rendered":"
KEY FINDINGS OF A NEW GLOBAL SURVEY OF SENIOR STRATEGISTS<\/strong><\/span><\/h5>\n

WARC,\u00a0the global authority on advertising and media effectiveness, has today released the results of its first worldwide survey of senior strategists, highlighting the impact the planning discipline is having on the ever-changing marketing landscape. The new global survey was conducted over the last year. Results are based on interviews with a regionally-balanced sample of 75 agency-side strategists and executives. Its key findings are:<\/span><\/p>\n

Strategy’s influence has been growing<\/strong><\/span><\/p>\n

61% of respondents to the survey said the planning discipline had gained influence within their agency over the past year. 46% said they were becoming more influential for clients. Half also said that their planning teams had grown in headcount in the past year.<\/span><\/p>\n

Joseph Clift, Business Analyst at WARC and the report\u2019s author, said: \u201cThe responses to WARC\u2019s global survey suggest that a major driver of the growing influence of planning is the increasing complexity of the marketing landscape. As marketers are faced with an ever-growing number of channels and approaches, strategists are well placed to act as an expert guide for others.\u201d<\/span><\/p>\n

Fragmentation is a major challenge for the future<\/strong><\/span><\/p>\n

The survey suggested strategy teams are increasingly made-up of specialists rather than generalists: digital, social, and CRM strategists are on the rise. As a result of this trend, there is a sense that the traditional \u2018brand planner\u2019 is under threat. Some see the trend as a positive, as it brings more skillsets into planning teams. But some mourn the loss of \u2018big picture\u2019 strategy.<\/span><\/p>\n

Read Also:\u00a05 Online Marketing Strategies That Drive Offline Sales<\/span><\/a><\/span><\/p>\n

Gareth Kay, Co-Founder of Chapter SF, said in his commentary contained in the WARC report: \u201cWe are specialising ourselves into irrelevance. All of this fragmentation in the core role of the planner is creating brands that are fragmented into a million little pieces.\u201d<\/span><\/p>\n

\u2018Upstream\u2019 opportunities; \u2018downstream\u2019 pressure<\/strong><\/span><\/p>\n

When asked for planners\u2019 biggest future opportunities, the most frequent answer (cited by 72% of the survey) was the opportunity to move \u2018upstream\u2019 by helping clients solve business problems rather than only focusing on their ad campaigns.<\/span><\/p>\n

However, 67% of respondents cited the growing pressure from clients \u2013 cost-cutting and the desire for strategists to be involved \u2018downstream\u2019 in tactical, short-term work \u2013 as representing a major threat to the planning discipline\u2019s future. Management consultancies are also increasingly offering strategic marketing services: a trend cited by many survey participants as a threat to the agency planner\u2019s future.<\/span><\/p>\n

Guy Murphy, Worldwide Planning Director of J. Walter Thompson, commented: \u201cWhat is key is for planning to add value to a client\u2019s business. Planning\u2019s future value will depend upon its ability to show that planning matters.\u201d<\/span><\/p>\n

The strategy team of the future<\/strong><\/span><\/p>\n

Strategy teams are likely to be hiring and growing, with 53% of survey respondents at creative agencies saying they had increased their team\u2019s headcount in the past year. The skills that respondents say they are looking for are not new \u2013 they want intellectually curious people able to distil complex thoughts into human insights.\u00a0<\/span><\/p>\n

Read Also:\u00a07 Techniques To Increase Your Workplace Productivity<\/span><\/a><\/span><\/p>\n

But the survey responses suggest planning teams are increasingly expected to work in new ways: briefs need to be turned round more quickly than ever before, and collaboration with other teams within the agency, particularly creative teams, is becoming more important than ever.<\/span><\/p>\n

Suzanne Powers, Global Chief Strategy Officer, McCann Worldgroup, said in her commentary: \u201cPhilosophy, approach, values. And focus on the work. That\u2019s how we build an effective team.\u201d<\/span><\/p>\n

Summing up, David Tiltman, WARC\u2019s head of content, said: \u201cThe Future of Strategy report uncovers a discipline that is gaining influence, with marketers increasingly in need of sound advice in a fast-changing industry. But strategists face many future obstacles, including the fragmentation of skillsets, tightening budgets and a growing threat from consultancies.\u201d<\/span><\/p>\n

A preview of the Future of Strategy report was unveiled during WARC Day at this year\u2019s Cannes Lions International Festival of Creativity in June, with insights shared by senior global strategists. View the highlights video<\/span>\u00a0here<\/a>.<\/span><\/p>\n

Participate in Young Lions Competitions Bangladesh 2017<\/span><\/a><\/span><\/p>\n

The full report, including more data, analysis and exclusive commentaries from 12 senior survey participants, is available for WARC subscribers<\/span>\u00a0here<\/a>.<\/span><\/p>\n

[spacer color=”C2AB17″ icon=”fa-book” style=”1″]\u00a0<\/span><\/p>\n

About WARC<\/em><\/strong><\/span><\/p>\n

Warc.com<\/a>\u00a0is an online service offering advertising best practice, evidence and insights from the world\u2019s leading brands. WARC helps clients grow their businesses by using proven approaches to maximise advertising effectiveness. WARC\u2019s clients include the world\u2019s largest advertising and media agencies, research companies, universities and advertisers.<\/em><\/span><\/p>\n

 <\/p>\n\n

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    \n\t\t\t <\/ul>\n <\/div> \n","protected":false},"excerpt":{"rendered":"

    KEY FINDINGS OF A NEW GLOBAL SURVEY OF SENIOR STRATEGISTS WARC,\u00a0the global authority on advertising and media effectiveness, has today released the results of its first worldwide survey of senior strategists, highlighting the impact the planning discipline is having on the ever-changing marketing landscape. The new global survey was conducted over the last year. Results […]<\/p>\n","protected":false},"author":12,"featured_media":6443,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[4],"tags":[],"class_list":["post-6453","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-brand-broadcast-prs"],"yoast_head":"\nWARC Unveils Future of Strategy Report | BBF Digital<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/bbf.digital\/new\/warc-unveils-future-strategy-report\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"WARC Unveils Future of Strategy Report\" \/>\n<meta property=\"og:description\" content=\"KEY FINDINGS OF A NEW GLOBAL SURVEY OF SENIOR STRATEGISTS WARC,\u00a0the global authority on advertising and media effectiveness, has today released the results of its first worldwide survey of senior strategists, highlighting the impact the planning discipline is having on the ever-changing marketing landscape. 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