Isobar APAC CSO essay featured in WARC Future of Strategy Report
In WARC's new Future of Strategy report, more than 500 agency-side planners and strategists from around the world spoke out on the challenges and opportunities facing the discipline. For the resulting paper, Sandipan Roy, Isobar APAC Chief Strategy Officer contributed an essay that argues how strategy is too focused on optimisation.
Overall, the report reveals a discipline in flux. It confirms that there is generally a feeling of optimism – of greater in influence and growing teams, especially within digital / specialist agencies. But that is undercut by the impact of client budget cuts and, more broadly, a sense that the planners and strategists are not thriving as they might in current agency structures, at a time when competition for strategic services is growing.
The report themes include how strategy teams are set to expand as their influence grows, how budget cuts are threatening the ‘craft skills’ of strategy, how competition for strategic services is growing and how upstream vs downstream remains a crucial divide.
“Strategists and strategy need to go back to defining and testing value hypotheses and putting unmet customer needs at the heart of everything they do.” - Sandipan Roy, Isobar APAC CSO.
The contents of the report include:
- The state of Strategy
- Doing more with less
- The competition for Strategy
- Opportunities and Threats
- Skills and Specialisms
Useful for both agencies and brands particularly invested in strategy powering digital transformation, the sample report can be found here.