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
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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