This week, Lena Roland, Head of Content for WARC Strategy talks to Catherine Driscoll, Commissioning Editor for EMEA, about the latest WARC Guide to working with creators. They discuss new dynamics in the creator-brand partnership, why creators are beginning to challenge legacy brands in their own categories and how marketers can measure the impact of influencer campaigns. Stay up-to-date with the latest marketing and advertising news with our ⁠free daily newsletter⁠.

In this engaging discussion, Lena Roland dives into the findings of the Future of Strategy report, highlighting the struggles strategists face with recognition and value within their roles. She addresses the worrying decline in the perceived influence of strategists and the identity crisis stemming from traditional agency practices. The conversation also touches on the shift from time-based to project-based compensation models, the need for genuine customer insights, and the significance of maintaining human skills in an AI-driven landscape.