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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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U.S.-Africa Energy & Minerals Forum Expands to Critical Minerals and Supply Chain Security

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Africa

This year’s U.S.-Africa Energy & Minerals Forum in Houston signals a strategic shift toward integrated energy and critical minerals investment, strengthening U.S. partnerships across Africa’s resource and industrial value chains

HOUSTON, United States of America, February 26, 2026/APO Group/ –The U.S.-Africa Energy & Minerals Forum (USAEMF) has relaunched with a dedicated focus on critical minerals, marking an important evolution in its role as a platform for U.S.-Africa commercial engagement. Building on its foundation in energy, power and industrial projects, the forum’s expanded scope positions it at the center of investment conversations shaping the future energy economy.

 

Scheduled for July 21–22, 2026, in Houston, Texas, USAEMF comes at a time of surging global demand for copper, cobalt, lithium, manganese and rare earth elements, driven by electrification, battery storage, AI infrastructure and advanced manufacturing. Africa is increasingly critical to securing these materials, highlighting how energy and minerals are now interconnected pillars of industrial growth, geopolitical stability and decarbonization.

The forum’s minerals mandate deepens engagement with African producers – particularly the Democratic Republic of Congo (DRC), home to some of the world’s largest copper and cobalt reserves. Momentum is building through the U.S.–DRC strategic minerals framework and the U.S.-backed Orion Critical Mineral Consortium, a major investment platform supported by the DFC and private partners. The consortium is pursuing a 40% stake in the Mutanda and Kamoto copper-cobalt operations in a $9 billion transaction, securing long-term supply for allied markets while reinforcing cooperation on infrastructure, security and supply-chain governance.

Placing critical minerals at the center while maintaining strong hydrocarbons engagement strengthens U.S.-Africa commercial ties

U.S. financing is also expanding across the region, with the DFC managing a continental portfolio exceeding $13 billion to support mining, processing and transport infrastructure for critical mineral supply chains. Recent commitments include rare earth, graphite and potash projects in Malawi, Mozambique and Gabon; broader investments in Uganda, Tanzania, Zambia and South Africa; and $553 million linked to the development of the Lobito Corridor. The DFC is also a major backer of TechMet, a U.S.-supported investment firm valued at over $1 billion, which is raising up to $200 million to expand copper, cobalt, lithium and rare earth assets and pursue new opportunities across the DRC and Zambia. Together, these initiatives underscore Washington’s push to diversify battery-mineral supply while positioning Africa as a long-term partner in clean energy and industrial value chains.

Houston’s role as host city reflects the alignment between American industrial capacity and African resource development. Long established as a global energy hub, the city is expanding into energy transition technologies, advanced materials, carbon management and industrial innovation. By convening African governments with U.S. private equity, development finance institutions, exporters, insurers and technical service providers, the forum creates a commercial platform capable of converting mineral potential into bankable projects.

“The evolution from USAEF to USAEMF reflects a broader shift toward integrated energy and mineral development,” states Nadine Levin, Portfolio Director at Energy Capital & Power, forum organizers. “Placing critical minerals at the center while maintaining strong hydrocarbons engagement strengthens U.S.-Africa commercial ties and advances projects that deliver long-term shared value.”

While critical minerals define the forum’s strategic expansion, the U.S.’ longstanding role in Africa’s energy sector remains central to the platform’s value proposition. American energy companies continue to advance exploration and development across key upstream markets, support gas monetization in the Gulf of Guinea and revitalize mature production in North Africa. U.S. export credit and development finance are also helping unlock large-scale LNG capacity in Mozambique while supporting optimization and expansion across existing gas infrastructure in West Africa – demonstrating how American capital, engineering expertise and risk-mitigation tools convert resource potential into delivered energy systems.

USAEMF is the leading platform connecting U.S. capital and technical expertise with Africa’s energy and minerals sectors. For more information or to participate at the upcoming forum, please contact sales@energycapitalpower.com

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

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Pesalink and Pan-African Payment and Settlement System (PAPSS) Unlock Cross-Border Payments in Local Currencies in Kenya

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Pesalink

The Pesalink–PAPSS partnership will reduce costs, speed up settlements, and help individuals, SMEs and businesses send money more efficiently across borders

NAIROBI, Kenya, February 26, 2026/APO Group/ —

  • Instant 24/7 bank-to-bank transfers across African borders in local currencies.
  • Simpler cross-border payments for individuals, businesses, and SMEs.
  • 80 plus Pesalink network participants now linked to 160 plus PAPSS participating banks.

 

Pesalink, Kenya’s de facto instant payment network, has partnered with the Pan-African Payment and Settlement System (PAPSS) to ease cross-border payment and speed up regional financial integration.

 

The partnership enables instant 24/7 cross-border payments from PAPSS participants into banks and mobile money operators within the Pesalink network in Kenya, all settled in local currencies. This reduces complex correspondent banking requirements and reliance on foreign reserve currencies.

 

Kenyan banks will now be able to offer faster, cheaper cross-border payments

PAPSS, an initiative of the African Export-Import Bank (Afreximbank) in collaboration with the African Union and the AfCFTA Secretariat, enables cross-border payments between African countries. Pesalink is now a Technical Connectivity Provider. It means that 80 plus Kenyan bank, fintech, SACCO and telco participants on the Pesalink network will be connected to 160 plus commercial banks and fintechs on the PAPSS platform.

 

Cross-border payments remain expensive and slow for many African businesses. The 2023 (http://apo-opa.co/4baDSh7) World Bank Remittance Prices report indicates that sending money across African borders incurs on average 7-8% of the total value sent (above the global average of 6–7%). Settlement can also take three to seven business days.

 

The Pesalink–PAPSS partnership will reduce costs, speed up settlements, and help individuals, SMEs and businesses send money more efficiently across borders.

 

Speaking during the partnership signing held at Pesalink offices in Nairobi, PAPSS CEO Mike Ogbalu III said, “For PAPSS to deliver true impact, collaboration with national and private switches like Pesalink is essential. Pesalink is the first switch we’ve piloted for transaction termination in Kenya, and we are already seeing greater adoption by opening more channels for seamless, local-currency cross-border payments across Africa.”

 

Pesalink CEO, Gituku Kirika, said “Kenyan banks will now be able to offer faster, cheaper cross-border payments. They will be helping their customers grow more regional trading relationships and thrive in a more integrated digital economy.”

Distributed by APO Group on behalf of Afreximbank.

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Events

Africa Trade Conference Returns to Cape Town with Esteemed Speakers Driving Africa’s Trade Agenda

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Second edition convenes global policymakers, business leaders, and innovators to accelerate Africa’s integration into global trade

CAPE TOWN, South Africa, February 26, 2026/APO Group/ –Access Bank Plc (www.AccessBankPLC.com) is proud to announce the distinguished line-up of speakers for the second edition of the Africa Trade Conference (ATC 2026), scheduled to take place on March 11, 2026, at the Cape Town International Convention Centre, Cape Town, South Africa. Building on the strong foundation of its inaugural edition, ATC 2026 will convene an exceptional assembly of global and African leaders, policymakers, investors, and business executives committed to shaping the future of trade on the continent.

The Africa Trade Conference has rapidly emerged as a premier platform for advancing dialogue and action around Africa’s evolving role in global commerce. The 2026 edition will feature influential voices from across finance, government, development institutions, and the private sector, who will share insights on unlocking trade opportunities, strengthening intra-African commerce, enabling business expansion, and positioning African enterprises for global competitiveness.

The confirmed speakers represent a powerful cross-section of leaders driving Africa’s economic transformation.

Building on the momentum of its maiden edition, which convened senior decision-makers from 28 countries, the 2026 conference with the theme “Turning Vision into Velocity: Building Africa’s Trade Ecosystem for Real-World Impact”, will have the keynote address delivered by Kennedy Mbekeani, Director General, Southern Africa Region, African Development Bank (AfDB), alongside Kwabena Ayirebi, Managing Director, Banking Operations at the African Export-Import Bank. Their joint keynote will address the evolving financing landscape for African trade and the strategic pathways for unlocking continental prosperity.

The welcome address will be delivered by Roosevelt Ogbonna, CEO/GMD, Access Bank Plc, who will set the tone for discussions centered on trade transformation, financial inclusion, and regional competitiveness, while Tolu Oyekan, Managing Director & Partner at Boston Consulting Group, will deliver insights on “Africa Trade Outlook 2026”, examining emerging macroeconomic trends, supply chain shifts, and growth opportunities across key sectors.  The CEO of Pan-African Payment and Settlement System, Mike Ogbalu, will be engaging the conference participants on the topic, “Building a Connected Africa Through Trade, Payments & Technology”, focusing on how payment interoperability and digital infrastructure can accelerate the African Continental Free Trade Area (AfCFTA) agenda.

The calibre of speakers confirmed for this year’s conference underscores the urgency and opportunity before us

The conference will also host a High-Level Ministerial Panel that features Elizabeth Ofosu-Adjare, the Minister for Trade, Agribusiness & Industry, Ghana; Tiroeaone Ntsima, Minister of Trade and Entrepreneurship, Botswana; Mr. Florian Witt, Divisional Head, International & Corporate Banking Oddo-BHF, Ms. Nathalie Louat – Global Director, International Finance Corporation (IFC), Dr Isaiah Rathumba – Head of Department, Limpopo Economic Development, Environment and Tourism and Mr. Alfred Idialu – Chief Rep Officer, Deutsche Bank among other policymakers shaping trade policy across the continent.

Commenting on the announcement, Roosevelt Ogbonna, Managing Director/Chief Executive Officer of Access Bank Plc, said:
“The Africa Trade Conference reflects our unwavering commitment to advancing Africa’s economic transformation by creating a platform that brings together the leaders, institutions, and ideas shaping the future of trade. The calibre of speakers confirmed for this year’s conference underscores the urgency and opportunity before us. Africa is not only participating in global trade, it is helping to redefine it. Through this convening, we aim to catalyse partnerships, unlock new opportunities for businesses, and accelerate Africa’s integration into global value chains.”

“At Access Bank, we see ourselves not just as financiers, but as connectors of markets, ideas, and opportunities. Our role is to help African businesses move from ambition to impact, from local relevance to global competitiveness.”

With operations in 24 countries globally, including 16 across Africa, Access Bank’s expansive footprint places it in a unique position to facilitate cross-border trade, unlock regional value chains, and simplify the complexities of doing business across markets.

“Our presence across Africa and key global corridors gives us a front-row seat to the realities of trade. It also gives us the responsibility to design solutions that are inclusive, scalable, and future facing. ATC 2026 is part of that commitment, Ogbonna added.

ATC 2026 is expected to catalyze partnerships, enable policy dialogue, and provide actionable strategies for businesses operating within and beyond the continent.

The Access Bank Chief puts it thus, “Africa will not be a spectator in the remaking of global trade. We will be one of its architects. ATC 2026 is where those blueprints will be drawn.”

For more information and registration, please visit https://apo-opa.co/4sdXWF7

Distributed by APO Group on behalf of Access Bank PLC.

 

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