At a time of great change in the marketing industry, the strategic function believes it is growing in influence. However, client budget cuts, misuse of skills, and a focus on short-term, tactical thinking also pose challenges at a time when competition for strategic services is fierce.
We interviewed over 500 planners and strategists around the world to understand the current state and future expectations of the role.
This sample report reveals four key themes that emerged and includes an essay on essential leadership skills by Ben Shaw, Head of Strategy at BBH London.
Watch a short clip on WARC's Future of Strategy session at the Cannes Lions Festival of Creativity 2018, where senior strategists dove into the current state of their planning departments, the challenges and opportunities they face, and what the future will look like for strategy.