WARC: planning’s influence with clients rebounds this year
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.
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 · Joe Mandese · read the original.
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