Companies Must Prepare for More Contingency Planning in 2022

As in-person gatherings scale down and go hybrid, execs are debating how much presence is worth it

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Editor’s note: This piece is part of our Columnist Network series, which explores the tactical thoughts and actions from Adweek’s community of high-level experts.

In late November, I made the decision to buy a ticket to CES and booked a flight to Las Vegas. Over the last five years, CES has become an integral event in the advertising, media and ad-tech space, where traditionally it had been more focused on consumer tech.

With more ad tech and media companies having a presence at CES, it has become a pivotal event for networking, forming partnerships and, more importantly, connecting with industry executives for business deals and acquisition conversations.

Unfortunately, with omicron looming and various companies pulling out, I decided to no longer attend.



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