"You know the saying, "Failing to plan is planning to fail?" Change that to "Failing to have multiple plans is planning to fail."

Our president, Sarah Engel, was quoted in Business Insider about the necessity of contingency planning to reach goals through EOY. Across the industry, advertisers saw less uptake of early holiday promotions and are preparing to push hard for Black Friday and Cyber Week.

If this year has proven anything, it is that things will not play out the way you anticipate. It is vital to have multiple contingency plans in place to shift budgets, adjust promos and lean into the ways your customers want to shop.

Read the full article here. 
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