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# WARC: planning’s influence with clients rebounds this year
- URL: https://www.medianexis.com/warc-plannings-influence-with-clients-rebounds-this-year/
- Published: 2026-10-06T13:55:18.000Z
- Updated: 2026-10-06T13:55:18.000Z
- Description: MediaPost’s Joe Mandese reports that WARC’s “Future of Strategy 2026" study found planning’s perceived influence with clients climbed to a net positive score of 35 this year, up from 15, though still below 2022’s 45, even as AI and agency consolidation squeeze the role.
- Author: The Signals Desk
- Tags: Agencies, Joe Mandese, MediaPost: planning's role rebounding amid AI

**Why it matters.** Agencies gain an argument to keep strategists in client-facing roles even as AI and staffing cuts push work upstream.

*Signal from* [*mediapost.com*](https://mediapost.com/?ref=medianexis.com) *·* [*Joe Mandese*](https://www.medianexis.com/tag/by-joe-mandese/) *·* [*read the original*](https://www.mediapost.com/publications/article/418503/why-the-role-of-planning-is-rebounding-despite-o.html?ref=medianexis.com)*.*