South Africa, Oct. 6 -- By tackling priorities like the "two audience problem," strategy is moving upstream and proving its value.

This is a key finding in The Future of Strategy 2026 report, released by Warc a global authority of marketing effectiveness.

The annual survey-led Warc study highlights key challenges and opportunities facing agency-side strategists, who are pivotal to the marketing ecosystem, and offers practical ways they can clarify and prove their value.

The research is based on a global survey with 489 strategists fielded in August 2026, the majority of which are agency-side, and features perspectives from leading strategists around the world.

Last year's report painted a gloomy picture of agency-side strategy says Le...