Scenario planning is becoming crucial for marketers | WARC | The Feed
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Scenario planning is becoming crucial for marketers
As uncertainty prevails, planning for a number of potential future scenarios is increasingly becoming best practice for brands.
Scenario planning is the idea of not planning for just the one and most likely future to unfold – but being ready for a set of two, three or more potential future scenarios.
Why it matters
The war on Ukraine ushered in a fresh wave of uncertainty, bringing in its wake supply chain issues, inflation and a cost-of-living crisis that makes it difficult, if not impossible, to predict future revenues and profits. By using scenario planning, brands can then use their energy...
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