Context:

You are a team of account executives at a large communications agency. Your client (the Quebec Government, a school board or university, a major employer, retailer associations, owners/operators of entertainment sites, etc.) and a member of your agency disagree about the best course of action to take for a specific aspect an IMC campaign on the subject of the "post-COVID return to normal" with the new vaccination passport. Your group needs to pick a side and argue your chosen course of action to the other side (see example in previous section).

Your client wants to cut their IMC budget because they had high sales over the past year, and thus believe they can greatly reduce their IMC next year. Your agency's account director instead believes that IMC should be maintained when business is good.

( pick the side of maintaining IMC budget)