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...

Subscribe from just €1 for the first month!


What's Included

With any subscription you will have access to

  • 971569B3-2C5E-4C45-B798-CEADE16987A8

    Unlimited multi-device access to our iPad, iPhone and Android Apps

  • 099C8662-C57C-42F2-9426-F2F90DF17C8F

    Unlimited access to our eReader library

  • 198AE43B-B9CF-4892-8769-D63C2104BA08

    Exclusive daily insight and opinion seven days a week

  • D8F37B78-25E4-4E4A-A376-4F5789B1564A

    Create alerts to never miss a subject that matters to you

  • B15F2521-37CD-4E02-B898-730A20D39F7F

    Get access to exclusive offers for subscribers on gifts and experiences

  • A564FE02-1AB8-4579-AF9D-BA32A2E5ACA7

    Get content from Business Post, Business Post Magazines, Connected, Tatler and Food & Wine

Share this post

Related Stories

Content is king – just ask Netflix as rivals attempt to steal its crown

Tom Maguire: Tax changes we make now could help business for years

The Daily Briefing