For better or worse, I’ll forever be a planner. It’s been ingrained in my psyche that I must spend every dollar purposefully, eliminating wasteful impressions and generating the best result for my clients. As I’ve told my partners for years, “we must win each day!” (i.e., every dollar spent must equal a result). It’s my perspective now, this is more important than ever. The marketplace is fragile. Covid has created a new norm which none of us in marketing and advertising have had to plan for before. We must pivot on the fly - be more strategic in our approach - extra thoughtful about our audiences - every dollar needs to be allocated for the win.
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