The WARC Podcast Ad agency strategists face a turning point: what's next?
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Oct 7, 2025 
In this engaging discussion, Tom Morton (strategy consultancy founder), Suzanne Powers (co-CEO of AllAnd), and Faris Yakob (co-founder of Genius Steals) dive into the current landscape of agency strategy. They analyze the alarming trend of agencies cutting strategy roles and the implications for the industry. The trio debates the need for agencies to redefine their strategic value and explore opportunities for independent strategists. They also examine the rising importance of systems thinking and the necessity for clarity in a world filled with uncertainty.
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Strategy At A Crossroads
- 80% of strategists say the discipline is at a crossroads and must adapt to remain relevant.
- 62% say strategy is expendable when budgets are squeezed, showing systemic pressure on the role.
Agencies Retreat From Strategy
- Suzanne Powers observes agencies are retreating from strategy, cutting teams and training.
- This retreat reduces strategists' career visibility and client influence year-on-year.
Strategy's Role Vs Firm Economics
- Faris Yakob questions why agencies keep strategy roles if they don't align to what the firm sells.
- He argues strategists often exist to justify selling agency services rather than being a core commercial engine.