Not everything great is planned months in advance. In this clip, Jason Acker explains how Diageo balances long-term planning with the ability to jump on last-minute opportunities. While most campaigns are locked four to six months out, some of the best ideas arrive late, move fast, and come together when teams rally with urgency.
Those moments, Jason says, often spark the strongest creativity and the most energy, precisely because there’s no time to overthink. It’s a reminder that flexibility is just as important as strategy, especially at scale.
And yes, there’s a joke about sending the IOs immediately. Because of course there is.
