WARC Report

The Future of Strategy 2019

Painting a picture of future challenges and opportunities for strategists

800 strategists can't be wrong...

We surveyed almost 800 senior strategists for their opinions on the current state and future expectations of the industry. 

In this year's report we discovered how the role is growing in importance outside the agency world, and how agencies will have to fight to retain talent and to sell the value of what they do.

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  • 4 key themes: the rise of CX, most strategists want to leave agency life, a lack of clarity and needing a human touch
  • Advice for young strategists
  • Essay by Andreas Krasser, CEO, DDB Hong Kong
  • Essay by Tom Morton, US CSO, R/GA
Future of Strategy 2019 front cover.PNG


We see an increased focus on customer experience, growing competition from non-agency shops, and the continuing battle to sell and price its value. And whilst the influence of strategists has increased, the role needs clarity in both function and value if it is to thrive.”

— Amy Rodgers, Managing Editor, Research & Rankings

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