SportsPro Podcast

Playbook | How to approach business planning in a testing and fast-moving environment

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Episode notes

SportsPro senior contributor Matt Rogan talks to Louise Johnson, chief executive at sports marketing agency Fuse, about business planning going into 2022.

They discuss how Louise juggles daily and long-term planning in an organisation with 100 staff in the UK and another 250 around the world. Louise also explains how she balances the needs of clients – including PepsiCo, McDonald’s, Nissan, and Carlsberg – with those of internal teams and Fuse’s parent, Omnicom. And they look at how best to assess annual targets, growth and resources, and future changes and obligations, in a testing period for the industry.