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The strategy paradox: agency strategy is sidelined while client demand for strategic guidance is high new study reveals

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WARC

WARC releases The Future of Strategy 2025, a worldwide survey-led report with insights from more than more than 1,000 marketing strategists

06 October 2025 – Strategy is at a crossroads, according to 80% of strategists worldwide, and all too often is treated as expendable. Yet in a world characterised by uncertainty and volatility, client demand for clear strategic guidance is high. These are key findings included in The Future of Strategy 2025, released by WARC, the global authority of marketing effectiveness.

The annual WARC study highlights key challenges facing agency-side strategists and outlines ways to reignite the discipline, pivotal to the marketing ecosystem.

The research is based on a global survey with 1,127 strategists worldwide fielded in August 2025, the majority of which are agency-side, and discussions with leading strategists from around the world.

Lena Roland, Content Director, WARC Strategy says: “Our annual Future of Strategy report acts as a temperature check for how strategists are feeling about the state of the discipline. It explores the challenges in agency strategy, and the rise of independent strategists. It looks at the impact of AI and the importance of human-led research.

“This year’s survey makes for stark reading. It found agency-side strategists feel their discipline is at a crossroads and all too often is treated as expendable. Agency-side strategy needs to rebrand, focusing on helping clients identify where and how to grow.”

The key challenges and opportunities for strategists outlined in the report are:

The strategy paradox: 80% of strategists say the discipline is at crossroads, 62% say strategy is treated as expendable, yet client demand for strategy is high

Most strategists around the world (80%) believe strategy is at crossroads and must adapt to remain relevant; 62% of survey respondents believe strategy is treated as expendable when there are budget constraints.

Yet in a world of volatility, uncertainty, complexity and ambiguity, brands need clear strategic thinking and solutions. However, with headcount in decline (only 31% of respondents expect strategy headcount to grow in the next 12 months versus 47% in 2024), agency strategy is struggling at a time when strategists are needed.

Tom Morton, Founder of strategy consultancy Narratory Capital, says: “The economic housing of strategy is coming apart, which is strange because the demand for it is as high as ever.”

Ellie Bamford, Chief Strategy Officer, VML North America, observes: “We’ve become risk averse, and our clients have become risk averse… We are hiding behind mountains of data and research, and we’re not coming out strongly enough with our point of view. And that’s diminishing our value.”

More strategists across the board – junior, mid and senior – say they see their next role as client-side rather than in an agency. And 24% of the most experienced strategists think their next role will be in a consultancy.

Strategists are split on AI’s impact

Strategists are unclear on AI’s long-term impact on their roles. Nearly half (46%) disagree that AI will erode their value in the future, however more strategists agree (37%) than disagree (34%) that AI will learn one of the most valuable skills – the ability to take strategic leaps.

Strategists who know how to use AI effectively, who can adapt it to enhance their thinking and strategic output are more likely to thrive.

The biggest change strategists saw in their role over the past year was the increased use of AI tools (76%). This was especially pronounced in North America (85%) vs. Asia (74%) and Europe (69%).

Oliver Feldwick, Chief Innovation Officer, T&P, says: “The challenge for strategists is not to resist AI, nor to blindly embrace it, but to partner with it. This is not about abdicating our role. It’s about evolving it. Reclaiming strategy from the grind and rediscovering the joy of thought”

Strategists are using AI to streamline time-consuming tasks like conducting competitor analysis (66%), speeding up brief development (51%) and gaining deeper / faster cultural insights (42%).

tic data in research has increased (38% this year, up from 32% in 2024) opening up more potential routes to insight. However, human-led research is the antidote to ‘average’. Strategists say the biggest limitations of AI are lack of originality (61%) and lack of cultural nuance and emotional resonance (60%). In the age of AI, strategists have a key role to play in being guardians of reality, and rooting ideas in the ‘real’.

Strategy beyond frameworks

Agencies need to encourage more imaginative and disruptive thinking. This might mean fewer frameworks, and more lateral leaps; breaking category norms and finding a brand’s asymmetric advantage.

Joseph Burns, Strategy Lead, Quality Meats Creative, says: “Strategy regains relevance when it stops polishing symmetry and starts opening up advantages: gaps in understanding (insights no one has), in access (places others can’t go), and in timing (moves others can’t match).”

Steve Walls, Planner, Moon Rabbit, added: “Planning needs to stop trying to be right and start trying to be useful. It needs to take leaps of faith and to convince others to follow it into the unknowable. Strategy should be infused with empathy, imagination, ambition and truth.”

Rebrand agency strategy as a growth partner for clients

Agency-side strategy needs to rebrand, according to the survey, to focus on helping clients identify where and how to grow. In a complex world, strategists add value by simplifying the chaos, and in the AI age, human skills like empathy are elevated.

Tomas Gonsorcik, Global Chief Strategy Officer, BBH, says: “We have to rebrand strategy – not as a back-office function, not as a luxury, but as a service: clear, accountable, and indispensable,” adding, “Strategy should operate as a standalone service inside the agency. Its primary customers are creatives and CMOs, and its purpose is to deliver growth clarity, not just decks.”

The most significant opportunities for strategists relate to helping clients navigate volatility and complexity in their categories (52%) and in the media landscape (45%).

The Future of Strategy 2025 report, which includes quantitative and qualitative data analysis, expert commentary and advice from leading strategists, is available to WARC subscribers. Three Future of Strategy podcasts will be available to tune into on 7, 8 and 9 October.

 

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Africa’s Lithium Pipeline Gains Momentum as Global Supply Deficits Loom

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Energy Capital

The upcoming African Mining Week 2026 – taking place from October 14-16 in Cape Town – will connect global investors with prospects within the lithium industry amidst an anticipated resource supply deficit by 2028

CAPE TOWN, South Africa, April 9, 2026/APO Group/ –Rising demand for lithium is positioning Africa to attract foreign investment, accelerate local beneficiation and strengthen its role in securing the global battery supply chain. A recent forecast by Wood Mackenzie projects that global lithium demand could exceed 13 million tons by 2050 under an accelerated energy transition scenario. This surge is expected to place significant pressure on supply, with deficits emerging as early as 2028. Without substantial new investments, existing lithium projects will struggle to meet demand beyond the mid-2030s.

 

Against this backdrop, Africa’s growing pipeline of greenfield and development-stage lithium projects positions the continent as an increasingly important contributor to global supply security. In 2025, Africa ranked as the largest source of new lithium supply globally, with new output from the region exceeding that of the rest of the world combined. This milestone underscores the continent’s potential to scale production and strengthen its role in the global battery minerals market.

Emerging Lithium Producers Strengthen Africa’s Supply Pipeline

Even under a slower energy transition scenario, Wood Mackenzie projects that lithium markets will remain adequately supplied until 2037, before entering deficit. This outlook reinforces Africa’s strategic role as new projects across Mali, Zimbabwe, Ghana and Namibia advance toward production.

In the Democratic Republic of the Congo (DRC), Zijin Mining, AVZ Minerals and KoBold Metals are expected to begin operations at the Manono lithium project in mid-to-late 2026, marking the country’s first lithium output. Ranked among the world’s largest hard-rock lithium deposits, Manono is expected to begin exports shortly after commissioning, diversifying DRC’s mineral output while strengthening the continent`s contribution to the global electric vehicles and battery supply chain.

Mali Emerges as a Regional Lithium Hub

Mali is also rapidly positioning itself as a key lithium producer. The Bougouni Lithium Project, commissioned in 2025, currently produces approximately 125,000 tons per annum of concentrate, with Phase Two expansion plans underway that could nearly double production capacity.

Meanwhile, the Goulamina Lithium Project, one of the largest spodumene deposits globally, is producing around 506,000 tons of spodumene concentrate annually, with expansion plans targeting one million tons per year. Together, these projects are expected to significantly strengthen Mali and Africa’s position within the global lithium market.

Ghana and Zimbabwe Expand Lithium Production and Value Addition

In Ghana, the Ewoyaa Lithium Project, developed by Atlantic Lithium, is set to become the country’s first lithium-producing mine, with production targeted for late 2027. The project is expected to produce 3.58 million tons of spodumene concentrate grading 6% and 5.5%, alongside approximately 4.7 million tons of secondary product, further strengthening Africa’s contribution to global lithium supply.

Meanwhile, Zimbabwe – currently Africa’s largest lithium producer – is accelerating efforts to move up the value chain. Government policies restricting the export of raw lithium are encouraging investment in local processing and beneficiation facilities, supporting the production of higher-value lithium products and positioning the country as a key supplier to the global battery materials market.

Investment Momentum Builds Ahead of African Mining Week

With an estimated $276 billion in new investment required to avoid the forecast supply deficits beginning in 2028, Africa’s lithium-rich countries are well positioned to attract the capital needed to expand production and downstream processing.

In this context, African Mining Week 2026 – scheduled for October 14–16 in Cape Town – will serve as a key platform for global investors, project developers and policymakers to engage on opportunities within Africa’s lithium sector. As the continent’s premier mining investment event, the conference will feature high-level discussions, project showcases and strategic networking sessions aimed at accelerating partnerships across the lithium value chain.

Distributed by APO Group on behalf of Energy Capital & Power.

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Business

Afreximbank delivers strong FY2025 results; with a total assets and contingencies base of US$48.5 billion

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Afreximbank

Total assets and contingencies rose by 21% to US$48.5 billion, up from US$40.1 billion as at 31 December 2024, underscoring the Bank’s consistent growth trajectory

The Group’s balance sheet is at its strongest level ever, with liquidity levels and capitalisation well above target and good asset quality

CAIRO, Egypt, April 9, 2026/APO Group/ –African Export-Import Bank (“Afreximbank” or the “Bank”) (www.Afreximbank.com) and its subsidiaries (the “Group”) has announced strong results for the year ended 31 December 2025, underscoring sustained financial resilience, increased market confidence and strategic execution.

 

Total assets and contingencies rose by 21% to US$48.5 billion, up from US$40.1 billion as at 31 December 2024, underscoring the Bank’s consistent growth trajectory.

Net loans and advances for the Group closed the year at US$33.5 billion (FY’2024: US$29.0 billion), an increase of 16%, supported by continued disbursements across the continent and the Caribbean through various product offerings. The Group funded strategic priorities areas such as manufacturing, infrastructure, food security and climate adaptation.

The Group’s non-performing loan (NPL) ratio remained stable at 2.43% (FY’2024: 2.33%), demonstrating consistent portfolio quality.

The Group’s liquidity position remained robust, with cash and cash equivalents at US$6.0 billion (FY’2024: US$4.6 billion). Liquid assets accounted for 14% of total assets, above the Bank’s strategic minimum level of 10%. Shareholders’ funds grew by 17% to US$8.4 billion as at 31 December 2025, driven by net income of US$1.2 billion, and new equity inflows of US$299.4 million raised under the General Capital Increase II.

Gross Income increased by 6.06% reaching US$3.5 billion in FY’2025 from US$3.3 billion achieved in FY’2024.

Operating expenses increased to US$459.2 million (FY’2024: US$367.7 million), reflecting strategic staff expansion, and inflationary pressures with the Group maintained strong cost efficiency resulting in a cost-to-income ratio of 21% (FY’2024: 18%) well below the strategic ceiling of 30%.

Contrary to concerns raised by some rating agencies during the year, the Bank accessed international bond markets by successfully raising over US$800 million from Japan and China, courtesy of the Samurai and Panda bonds in 2025. This demonstrated the Group’s fund-raising capabilities and the solid nature of the Bank’s DNA as a pan-African multilateral financial institution committed to ensuring that Africa’s full and sustainable self-reliance remain firm.

Net income increased by 19% to US$1.2 billion in 2025, up from US$973.5 million in the prior year. These results were achieved through the expanded delivery of tailored financial and advisory solutions that supported trade, fostered industrialisation and enhanced economic self-reliance.

Highlights of the results for Afreximbank Group are shown below:

Financial Performance Metrics

FY’2025

FY’2024

Gross Income (US$ billion)

3.5

3.3

Net Income (US$ million)

1,156.8

973.5

Return on average equity (ROAE)

15%

15%

Return on average assets (ROAA)

3.04%

2.96%

Cost-to-income ratio

21%

18%

 

Financial Position Metrics

FY’2025

9M’2024

Total Assets (US$ billion)

42.3

35.3

Total Liabilities (US$ billion)

33.9

28.1

Shareholders’ Funds (US$ billion)

8.4

7.2

Non-performing loans ratio (NPL)

  2.43%

2.33%

Cash/Total assets

14%

13%

Capital Adequacy ratio (Basel II)                                                                         23%

24%

 

Mr. Denys Denya, Afreximbank’s Senior Executive Vice President, commented:

 

“Despite continuing global geopolitical challenges and disruptions caused by some rating actions, the Group delivered excellent financial performance in 2025, a fitting tribute to a decade of consequential leadership under Professor Oramah, with total assets and contingencies reaching $49 billion. Pleasingly, the Group is way ahead on most of it targets in delivery on its 6th Strategic plan that ends on 31 December 2026. With recently established subsidiaries such as FEDA and AfrexInsure becoming profitable, Net income grew by 19% to stand at US$1.2 billion, underpinned by a strong capital base of US$8.4 billion. The Group’s balance sheet is at its strongest level ever, with liquidity levels and capitalisation well above target and good asset quality. These results are a testament to the unwavering execution by the Group’s hard working human capital. We entered 2026 financial year with significant momentum, ready to scale the Group’s impact, accelerate trade integration and value addition across Global Africa, and deliver greater value to our shareholders.”

Distributed by APO Group on behalf of Afreximbank.

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Events

Chinese Mainland’s Largest Conference on Chest Pain Centres Goes Global in Hong Kong

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Hong Kong

With robust lineup of medical conventions in 2026

HONG KONG SAR – Media OutReach Newswire – 9 April 2026 – Marking yet another milestone as the World’s Meeting Place, Hong Kong became the first city outside Chinese Mainland to host the nation’s largest conference on chest pain centres – the 15th China Chest Pain Centers Congress (CCPCC 2026), thanks to the effort of Hong Kong Convention Ambassador (HKCA) appointed by the Hong Kong Tourism Board (HKTB).
Together with two other high-profile and hugely successful medical congresses – the 41st Asia Pacific Academy of Ophthalmology Congress in February and the 17th Asian Congress of Oral & Maxillofacial Surgery in March, Hong Kong’s medical science events space was off to a strong start in 2026.

Ms Marilyn Tham, General Manager of Mega Events, MICE & Cruise of the HKTB said, “Hong Kong’s leading edge in medical sciences coupled with the city’s world-class venues and destination appeal have enabled notable success for internationally significant medical events. CCPCC 2026 is one of the large-scale medical conventions confirmed for 2026. Such robust lineup reflects event organisers’ confidence in Hong Kong as a premier hub for advancing global exchanges on medical sciences.”

Over 10 medical conventions have secured a spot in Hong Kong this year, spanning diverse disciplines, from cytology to oncology, antimicrobial resistance and more (see full list below). The breadth and depth of the events reflects Hong Kong’s growing appeal as the premier convention hub where global medical minds meet.

Globalising Chest Pain Leadership from Hong Kong

Held on 3-4 April 2026 at the Hong Kong Convention and Exhibition Centre with a concurrent venue in Shenzhen, CCPCC 2026 converged 3,000 healthcare leaders, physicians, nurses, researchers, policymakers and industry experts from Hong Kong, Chinese Mainland, the Belt and Road countries and beyond. The rich topics explored across two days encompassed cutting-edge healthcare innovations, AI-assisted clinical decision-making, intelligent emergency response systems and international accreditation standards.

Co-organised by Hospital Authority (HA) of Hong Kong, the National Clinical Research Center for Interventional Medicine, the Guangdong Chest Pain Centers Association, the Chinese Cardiovascular Association (CCA) and Oriental Huaxia Cardiovascular Health Research Institute (OHCHRI), Suzhou Industrial Park, CCPCC 2026 showcased conducive partnership.

Mr. Wenming Zeng, Secretary-General of OHCHRI, remarked, “The global influence of CCPCC has been growing over the years. Thanks to Hong Kong’s strategic location, leading medical standing and its unique role bridging Chinese Mainland and the world, this year’s congress has drawn even wider global participation, giving the event greater international significance. Hong Kong has helped showcase our event to the world, taking cardiovascular emergency intervention to a new height globally.”

A Launchpad for Mainland-spearheaded International Standards

Capitalising on Hong Kong’s strengths as a super-connector for fostering globalisation, CCPCC 2026 released for the first time the “International Standards on Chest Pain Center Construction and Accreditation”, marking Mainland’s global leadership in cutting-edge cardiovascular emergency intervention. Leveraging Hong Kong’s internationalisation, the efforts to foster global policy support and implementation of the standards will contribute to fair, accessible and timely intervention for cardiovascular emergencies around the world.

Another Significant Win for HKCA Programme on its 5th Anniversary

As a HKTB-appointed HKCA, Prof Lu Shi-Juan, who is a Member of Hainan Medical Association Cardiovascular Professional Committee, played an instrumental role in bringing CCPCC 2026 to Hong Kong. This marked the latest success story of the HKCA programme, as HKTB celebrated the programme’s milestone 5th anniversary with a HKCA Networking Cocktail Event on 31 March, 2026.

Prof Lu noted, “As a Hong Kong International Convention Ambassador, I have worked closely with the HKTB to bring CCPCC to Hong Kong, which is a gateway to the global stage. Hosting the conference here showcases how Hong Kong can elevate Mainland conferences internationally, foster cross‑border knowledge exchange and help shape the future development of the broader medical and professional community.”
The HKCA programme bands together over 170 local and mainland sector leaders of 13 industries and academics to champion Hong Kong as the World’s Meeting Place. Their initiative and connections have helped Hong Kong secure 50 convention wins that have brought in nearly 100,000 high-value overnight MICE visitors.

Strong Medical Events Lineup in 2026

Over 10 medical conventions will be held in 2026 across various disciplines, including ophthalmology, oncology, antimicrobial resistance and cytology.

Event

(*first-ever in Hong Kong)

Date / Venue Highlights
The 41st Asia-Pacific Academy of Ophthalmology Congress 2026 5-8 Feb,

HKCEC

The largest and most authoritative ophthalmology congress in APAC, returning to HK for the fifth time, with record-breakingattendance of 11,000+ participants from 111 countries and regions.
The 17th Asian Congress on Oral and Maxillofacial Surgery 2026 27-29 Mar,

HKCEC

Held in Hong Kong for the second time, bringing together internationally acclaimed speakers, globally renowned experts and young surgeons to foster academic exchange and professional development.
The 15th China Chest Pain Centers Congress 3-4 Apr,

HKCEC

Chinese Mainland’s largest conference on chest pain centres, hosted for the first time outside Chinese Mainland.
*Asian Federation of Cytology Societies Conference 2026 8-10 May,

Postgraduate Education Centre, Prince of Wales Hospital

First edition in Hong Kong, bringing together regional and international cytology experts for academic exchange and collaboration.
International Symposium on Antimicrobial Agents and Resistance 2026 12-14 Jun,

HKCEC

A key international platform for academic exchange on infectious diseases and antimicrobial resistance.
European Society of Medical Oncology Targeted Anticancer Therapies Asia 2026 12-14 Jun,

Kerry Hotel

A key Asia-Pacific platform for showcasing the latest advances in early-phase oncology drug development, targeted therapies and precision oncology.
Federation of Asian and Oceanian Biochemists and Molecular Biologists Conference 2026 10-13 Aug,

Cheung Kung Hai Conference Centre, The University of Hong Kong

A major regional scientific meeting in biochemistry and molecular biology, bringing together researchers, educators and professionals from across Asia and Oceania for academic exchange and collaboration.
* 2026 World Cancer Congress 24-26 Sep,

HKCEC

A leading global forum advancing cancer control and research.
2026 Asia-Pacific Longevity Medicine International Summit 1-4 Oct,

TBC

A leading international platform and regional collaborative hub dedicated to longevity medicine and innovation, attracting top longevity scientists, medical experts, cross-industry entrepreneurs and investors from over 50 countries.
10th Asia Cornea Society Scientific Meeting 2026 11-13 Dec,

TBC

A key regional forum for cornea specialists to exchange the latest clinical insights, diagnostics and treatments, and to strengthen collaboration across the Asia-Pacific ophthalmology community.
Association of Pacific Rim Universities (APRU) Global Health Conference 2026 7-9 Dec,

Henry Cheng International Conference Centre, CUHK

Third time in Hong Kong, convening leading academics, policymakers and practitioners to address critical global health challenges through interdisciplinary collaboration and innovation.

 

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