Planning Season, Baby

Planning for 2027 with 2026 as the baseline may have unintended consequences.

This year had major events–World Cup, Winter Olympics, midterms. Those things alone can move metrics in an unsustainable way. Plan against those numbers, and you could find yourself in a measurement pickle come Q3.

We put together three rules for planning in a quieter year: fewer channels, more discipline, and one about your brand voice that the industry generally glosses over.