WARC's Future of Strategies Report 2019 illustrated how strategies are evolving as a practice–looking at new fields of customer experience and battling non-agency shop rivalry. When it acquired creative agency Droga5 in April, Accenture Digital, one of the largest of this emerging company group, made a statement of intent. "The future of the brand building is not just about creating great ideas; it is about creating great interactions," said Accenture Digital, regional CEO, Brian Whipple. Companies should take some comfort from a survey of UK senior client-side marketers that showed that people and expertise are a critical part of the consumer appeal of companies. Yet SCOPEN's report also cautioned that UK client output in the creative space is generally high in danger of becoming a "commodity."

Source: News 24 January 02, 2020 07:52 UTC