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. Brand equity & strength Brand activism Brand purpose Corporate social responsibility Environmental & social issues Advertising regulation Artificial Intelligence (AI) Data management Data protection & privacy GDPR & privacy law Digital transformation Tech-driven innovation Creativity & effectiveness Long-term vs short-term effectiveness Digital payments In-house agencies Customer experience Marketing budgets Packaging Brand safety Digital media planning & buying Google Facebook TV & Connected TV planning & buying Global Greater China Channel planning, media mix selection Context & position of advertising Programmatic buying Theories & ideas of media planning
