Reworking strategy's value proposition

How can strategy deliver measurable business value? Catherine Driscoll speaks with Martin Beverley (Ace of Hearts) and Baiba Matisone 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, Brand & Creative Strategy Consultant
Catherine Driscoll, Commissioning Editor - EMEA, WARC

Chapters:
(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?

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