WARC’s Future of Strategy report shows how the vast majority of strategists are witnessing clients decrease spend, with delays or cancellations of work rife – which is changing life for strategists too.
Wunderman Thompson India’s Ajinkya Pawar writes about the advertising industry’s growing fragility, as agencies have failed to keep up with the new dimensions through which people now encounter brands.
New research suggests that the savings made by cutting on agency fees are not worth the long-term strain on the relationship – Aprais’ Kim Walker has more on why financially sensitive clients see better results.
Outfit's Tim Brown argues that while COVID-19 disruption has hit agencies badly, it is also a much-needed wakeup to transform both business and work, to survive and move forward into a very changed future.
3M, the owner of brands like Post-it notes, Scotch tape and Scotch-Brite cleaning products, has found success with a hybrid agency/in-house model that may be useful for other clients taking ownership of certain media duties.
Lucinda Peniston-Baines and Rob Foster, WARC COVID-19 Series, April 2020
As part of the WARC Guide to Structuring for effectiveness, Lucinda Peniston-Baines and Rob Foster of Observatory International share some top tips on how brands can best work with their agency partners to deliver work that connects with consumers.
China and Southeast Asian markets are major opportunities for growth, but the speed of change is a challenge to marketers whose current ways of working may not be optimized for the complex future that is unfolding; R3’s Greg Paull offers some ...
How do marketing organisations identify what truly matters in an age of complexity? Rob Foster, Senior Consultant at The Observatory International, outlines the three pillars that keep everyone focused.
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.
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