You can’t plan without making some attempt to predict how the future is going to pan out

Sometimes it pays to ignore the predictions

27th March, 2016
Guy Abrahams, Global Strategic Planning Director, ZenithOptimedia speaks on stage during Dubai Lynx 2015 Pic: Getty

A straight line may be the shortest route between two points, but rarely are we afforded the luxury of being able to take such a direct course.

Zenith Optimedia, a subsidiary of one of the world’s largest advertising groups Publicis, has just published its latest ad spend forecasts covering the period between 2016 and 2018.

These reports provide a valuable lesson in the perils of prediction. Like the quarterly outlook statements beloved of its counterparts...

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