Planning through Darwinian improvisation

Jim Moseley

Successful client planning departments have evolved from research-orientated data analysts to consumer insight experts, who work in partnership with marketing to bring consumer understanding to life.

Planning through Darwinian improvisation

Jim Moseley

Planning at Diageo is evolving from research to become a critical business division with a key role in marrying future brand developments with marketplace reality

Charles Darwin said: “It is not the strongest of the species that survives, nor the most intelligent that survives. It is the one that is most adaptable to change.”

Successful client planning departments have already evolved from research-orientated data analysts to consumer understanding and insight experts, who work in partnership with marketing to bring to life the implications from these consumer insights. However, as the world in which we...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands