Strategic expertise grows in importance as brands seek creative responses to current challenges

New Ideas in MarketingEssential news for marketers, summarised by YouGov
July 23, 2020, 10:26 AM UTC

WARC’s 2020 Future of Strategy global survey informs that with media budgets being cut, freelancers are impacted.

Demand for strategists grows amid COVID-19, as brands and agencies scramble towards finding creative solutions to current challenges and opportunities, as per the report. 59% of strategists feel that the strategy department in their agency has more influence now than it did in 2019.

84% of strategists feel their hours should be billable. However, with a recession being anticipated, 26% of strategists report a decrease in headcount due to COVID-19, and 18% expect “staff cuts” within the next few months.

87% of respondents say media budgets in their organisations are being cut. Despite strategists being in demand, 48% respondents reported their agency having dismissed freelancers. However, 62% of strategy experts predict opportunities in a post-pandemic world.

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