STRATEGY

Study identifies the key challenges facing agency strategists in 2024

By our African Marketing Confederation News Team | 2024

Proving the value of strategy is even more important in the age of AI. But core skills are under threat.

Warc has released The Future of Strategy 2024, a global study encapsulating insights from over 1,000 marketing strategists.

Explains Lena Roland, Content Director at Warc Strategy: “Our annual report acts as a temperature check for how strategists are feeling about the state of the discipline.

“The report looks at how strategy careers are evolving, the biggest forces impacting the function, and the core values strategists can bring to help marketers get a more realistic understanding of people and cultural trends.” 

Among the top challenges facing agency strategists:

Lack of ‘whole’ strategy thinking

Photo by RF Studio from Pexels

Specialists’ roles are important, but the ‘splintering’ of strategy can be problematic, especially if teams are not connected to clients’ broader brand and business goals. 

Comments Suzanne Powers, founder and CEO of Powers Creativity, a creativity consultancy: “Specialism is incredibly important, but perhaps all the tiny cuts and/or slivers of the strategic skill set, while well-intentioned to bring in needed expertise, have eroded the power and magic of ‘whole’ strategy thinking – a.k.a. diagnosing, designing and activating the plan for the total system.”

Strategy is undervalued

Only one in four strategists (24%) agree that clients pay sufficiently for the value of their work, while half (48%) disagree that clients pay sufficiently for the value of their work. This is consistent across all markets.

“Great strategy can have a profoundly positive impact on clients’ business, yet the impact of strategy can be hard to measure and prove,” notes Warc.

According to the survey, the dominant agency time-based business model needs a rethink: 44% of strategists prefer a fixed/project-based fee.

Core skills are under threat

Only 43% of strategists agree that their company invests in training to support their professional development. Reduced training budgets, tight deadlines, hybrid working, and senior talent leaving agencies mean a skills gap is emerging.

“Strategists must hone their critical thinking or risk becoming mere transmitters of information,” comments Warc.

“Proving the value of strategy is even more important in the age of AI. Strategists must identify the skills that AI cannot replace, such as getting buy-in for a strategy, and double down on them.”

You can find out more about the study here.

A passenger jet at a gate viewed from the nose with a sunset sky and dark clouds in the background

Airline body urges African governments to act on opening market access

‘Strategies don’t move people. Now it is time to make the difficult decisions and execute them,’ senior executive stresses.

Two hockey players battle for the puck along the boards during a game one in blue and one in white

Uganda Tourism Board partners with major European ice hockey league

UTB says its ambition is to turn the visibility into interest, bookings and more visitors choosing to explore Uganda.

Two young women sit together looking at a tablet one in an orange sweater holds a bottle while the other in a pink hoodie eyes the screen

Researchers explain why 10-second micro ads outperform longer spots

Short ads shown on TV increased website visits within five minutes of airing by 10-40% compared with longer advertisements.

Worker on a ladder painting the yellow storefront of a corner shop labeled supeco and label vie with shoppers and parked vehicles nearby

Competition continues to grow in the Moroccan supermarket sector

Supeco’s rapid expansion shows how the discount model is becoming a bigger part of grocery retail in the North African country.

Gold hotel toiletries sachets arranged on a marble bathroom counter including a vanity kit and shower gel beside a glass

Study identifies harmful paradox behind well-meaning green efforts

Consumers reward visible eco-friendly additions such as reusable bottles, but give little credit to businesses that reduce or remove products.

Medical professional in a white coat and pink hairnet demonstrates handwashing at a stainless steel station while soldiers watch nearby

President Mahama commissions expanded evaporated milk facility in Ghana

Nestlé believes Ghana will continue to play a leading role in the future of Central and West Africa.

Diverse group of people posing for a group photo in a bright lobby under an empa banner with 'this is possibility ' text above

Momentum beginning to build for 2027 ACCS gathering in Addis Ababa

Ethiopia’s marketers gather to celebrate hosting next year’s conference – but with an eye on the hard work ahead.

Young woman with curly hair smiling while looking at her phone outdoors wearing earphones

PwC report examines the future of African entertainment and media

Tech is creating more ways for audiences to connect, but lasting value will come from understanding the people behind those connections.

Four professionals in blue protective coats and hairnets cut a blue ribbon during a factory ceremony celebrating a ribbon cutting event

Unilever investment expands its Vaseline production capacity in Africa

The new production line at the historic Maydon Wharf facility in Durban will address growing international demand.

Group of formally dressed award winners posing on stage with trophies at the world cruise awards ceremony

World MICE Awards in Jamaica honour best African and global achievers

Tanzania, Kenya, Zimbabwe, Ethiopia and South Africa all feature in the African meetings, incentives, conferences and exhibitions awards.

Five adults in a rural village square talk holding notebooks and papers as they discuss together at sunset

AI won’t replace market research. But it will expose weak strategy

Much of the broader conversation around AI in market research assumes conditions that do not consistently exist across many African markets, writes Soyinka Witness.