Warc recently released its 2019 Future of Strategy report. The report covers the changing role of strategy within the marketing landscape. To create the Warc’s 2019 Future of Strategy Report, they surveyed 800 senior strategists from around the world. Each of these strategists provided an in-depth study of both the challenges and opportunities for strategists going forward. On this post, we would be sharing the key findings from the report.
Key Findings from Warc’s 2019 Future of Strategy Report
Warc’s 2019 Future of Strategy Report: Seeing the Power of Customer Experience
According to the report, Customer experience (CX) is dominating the marketing agenda. In the report, we see that almost half of the strategists surveyed are doing more work on CX for clients. The report also revealed that for a quarter, work for direct-to-to-consumer (DTC) brands have increased. The strategists see CX as an exciting opportunity, as the strategist role and craft skills evolve to shape brand experiences and brand truths. Tom Morton, US Chief Strategy Officer, R/GA, says “If experience is the new high ground for brands, experience strategists are the new brand guardians.”
Warc’s 2019 Future of Strategy Report: Strategists are in High Demand
The report also revealed that growth in CX is driving demand for the strategic services of consultancies. These consultancies have been able to use their tech and data heritage to position themselves as experienced experts. As a result of the high demand, strategists are becoming untethered from their traditional place within agencies. This is because they now have more career options to choose from. According to the report, 40% of strategists surveyed say their team has grown over the past year. 63% revealed that they do not think their next role will be with an agency.
Warc’s 2019 Future of Strategy Report: Agencies Undervalue Strategy
The report revealed that strategists are leaving agencies because they perceive that strategy is being undervalued in agencies. It also stated that most believe their influence is growing internally, selling the value of strategic services to clients are a challenge in an environment of budget cuts and a lack of understanding around the role.
Warc’s 2019 Future of Strategy Report:Data + ‘real-life’ = creativity
According to the report, 92% of strategist believe that they would do a better job if they had more access to client data. It revealed that in this age of ‘big data’, the disciplines of strategy and analytics are increasingly merging. It is merging because strategists are being asked to make use of the wealth of first-party data that brands now own. Data is not the only key to superb advertising. Strategists still need to retain the link to ‘real-life’ and use their understanding of consumers and culture to drive creativity.
To read the report, click here, for a free sample.
Source: Biz Community