Here is the truth we don’t say out loud. People tie worth to complexity because complexity is easy to defend. Simple feels exposed. Simple feels like you didn’t earn the fee or the respect.

Years ago during annual brand planning, while working in pharma and leading a COE, an executive asked a question I’ve never put down: without changing the revenue goals and spend, how would this brand survive the elimination of DTC advertising? Now this hypothetical scenario is becoming a reality for broadcast DTC.