What season do you think is the hardest to plan for? I feel like it's the summer when things sort of slow down.

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B2B- December time.

Sept-November the industry is distracted, prepping end of year reports and dragging feet with campaigns.

December 1: I have all of this budget to spend! Spend it now, do it. Do it.
December 5: Media Plan goes over
December 6: client sends back that want to spend a tiny amount of the original budget on some stupid social campaign- we plan it, it goes live days before Christmas.

The original media plan is still pending.

January 6: Sorry I didn't approve the plans for December, we want to hold on to this budget for a big global push

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