WARC has released The Future of Strategy 2026, a survey-based report on agency-side marketing strategists. It found that 66% of strategists see clear reasons for optimism.

Based on responses from 489 strategists in a global survey conducted in August, the report examines how the role is changing as agencies face consolidation, reduced headcount, senior talent movement and wider use of artificial intelligence.

One of the clearest shifts was in how strategists view their standing with clients. Perceived influence with clients rose to 50%, up from 41% a year earlier, while internal influence was unchanged at 46%.

Lena Roland, Content Director, WARC Strategy, said: "Last year's report painted a gloomy picture of agency-side strategy. Twelve months on, the mood has shifted, with 66% of agency-side strategists agreeing there are clear reasons to be optimistic. As growth gets harder to find, strategists are moving upstream, beyond the brief and into the questions that matter most to CMOs."

The findings suggest agencies are asking strategists to work more directly on business issues rather than limiting them to communications planning. According to the survey, 83% of respondents expect their remit to include shaping business strategy.

Despite stronger client influence, many respondents said the profession still struggles to demonstrate its commercial worth. More than half, 57%, said strategists need a new value proposition as compensation models come under pressure, while nearly 80% said the profession must build stronger arguments and evidence to prove business impact.

Strategists often create value indirectly through decision-making and waste reduction, making that contribution harder to measure, the report said.

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