Q4, the “golden quarter,” is still a critical period for brands — but has it changed? With media fragmentation, Black Friday’s evolution, and shifting consumer habits, planning for this period has become more complex than ever. Maria Iu from The Media Leader UK asked some of the UK’s top strategic minds to share their thoughts. As Lin-Sze Teh, our UK Head of Planning, puts it, “the task increases in complexity with each year and, as planners, we must continue to learn — and learn fast to keep up with the rapid shifts in consumer behaviour.” Read her full insights here: https://uk.themedialeader.com/is-q4-still-the-most-important-period-for-planners/