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March 9, 2021
Matt Caspari
Matt Caspari
Creative

How do you prepare when you don’t know exactly what you’re preparing for?

Most of the marketing world is based on precedents. We base our metrics and budgets on prior years’ results. We schedule the same way — peak season and off-season, planning time, production time, media buying — it’s mostly based on what we did last year.
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