Happy 2023! It is the best of times and it is the worst of times -- as always. The pandemic is not gone. Political extremism and ideological terrorism are not gone. Mass mental health problems are growing. The threat of nuclear war is not gone. The threat of economic collapse is not gone. For the major advertisers in many product categories, markets are coming back up, accelerated by inflation. New competitors are arising. Sands are shifting. It’s not a year to sit out the dance or continue to do the same as always and hope for the best. If you’ve been waiting for the right time to do a major rethink, wait no longer: This is the right time to reconsider everything, and to do so with the hardest, most scientific data available. Thinking about spending company money as if it came out of your pocket, not accepting check-the-box wishy-washy data because it’s fast, cheap and easy to get approved.
What To Do Before the Upfront
