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The Download, Episode 4: The end of 2020. Past or prologue?

What if you could go back in time? Would you do things differently knowing what you know now?

We don’t have to let you know that this year was unprecedented. Because according to, “unprecedented” is one of the most hated words of the year.

The question now will be, what can we learn from this past year? Is it something we’ll throw on the scrap heap of history as a past we wish to forget or use it as a future prologue predictor? In this, the final episode of Season 1, we’ll:

  • Look at insights that defined 2020. If we knew what we know now, how would that change our advertising and marketing strategies? Or would it?
  • Speak with Burcu Agma from Performics on research done in partnership with us on how aiming solely at keywords around products misses goal intentions. For example, let’s say you want to reach someone who wants to get healthier. They might be looking for a number of things not related to your product keywords but around goals. Are you missing out by not having a more inclusive strategy?
  • Go back in time and chat with futurist Lucie Greene about our 2020 Vision Report from earlier this year. What was correct and what was incorrect in our predictions?
  • Noodle over 2020 with our own Suelyn Howe and guests Caroline Pay, Chief Creative Officer at Headspace; Kaue Lara Cury, Global Head of Communications at Natura & Company; and Magdalena Pandiloska, CMO of Microsoft Canada.

Make sure to check out some of our segments from Episodes 1, 2, and 3 on our YouTube channel and of course, send us your feedback by emailing us at

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Happy watching, and Happy New Year.
  The Download, from Microsoft Advertising.