Reworking strategy's value proposition

How can strategy deliver measurable business value? Catherine Driscoll speaks with Martin Beverley (Ace of Hearts) and Baiba Matisone (Planning Folklore) about value-based agency models, business-minded collaboration, timeless principles, and staying distinctive and evidence-led in an AI-shaped industry.Guests:Martin Beverley, Founder & Chief Strategy Officer, Ace of Hearts Baiba Matisone, Founder, Planning FolkloreCatherine Driscoll, Commissioning Editor - EMEA, WARCChapters:(00:00) — Intro: Strategy's Commercial Calue in 2026(01:54) — Why Time-Based Agency Fees Undervalue Creative Strategy(05:05) — Value-Based Pricing and Bespoke Agency Models(06:02) — Four Agency Pricing Models: Outputs, Outcomes, IP and Equity(09:40) — Systems Thinking for Client-Centered Strategy(11:13) — How to Demonstrate the Business Value of Strategy(13:16) — Helping CMOs Make the Case for Strategy to the Board(16:08) — Applying Creativity Beyond Advertising(20:23) — Timeless Marketing Principles vs. Industry Trends(26:15) — AI, Critical Thinking and the Future of Strategy Skills(28:40) — Why Brand Distinctiveness Matters More in the AI Era(30:18) — Is the Future of Strategy Worth Being Optimistic About? For 40 years, WARC has been providing the marketing industry with rigorous, unbiased evidence and expert effectiveness guidance. The WARC Podcast publishes a new episode every Tuesday and Thursday. Subscribe to The WARC Podcast here: https://www.warc.com/en/warc-podcasts Sign up to daily WARC News for free: https://www.warc.com/en/latest Book a demo: https://www.warc.com/en/subscribe