1. Describe 2022 in three words…

2. Plug those words in What3Words for your 2023 Holiday destination. Where are you going and what’s the vibe?
I’ve been sent to Paisley, south of Glasgow, and as someone from Edinburgh that ain’t pretty – the vibe tends to involve police vans and prison cells.

3. Asda, ALDI, John Lewis, Boots or someone else?
Which Christmas ad won your heart and mind in 2022?

4. What’s your favourite ad/campaign of 2022?
AA Commercial with Sofi Tucker music, STILL – even though it went live many years ago it's still being shown and I love it.

5. Mark Zuckerberg has asked to create your perfect Christmas in the metaverse. Where are you, who is cooking and what entertainment have you got lined-up?
I am in a meta-hedge fund shorting his stock as it deserves to fall further.

6. What do you want in your Christmas stocking in the old fashioned real world?
Kronenbourg lager and Pringles.

7. Elon Musk has gifted you a place on twitter’s board for Christmas. What would you do to turn it around? Sack everybody and boost productivity.

8. What’s going to be hot in marketing in 2023?
Adaptive content, watch this space.

9. How can marketers and brands ride the storm in 2023?
Stop trusting baloney measurement tools and start exposing fraudulent clicks. The podcast download scandal (see Ashley Carman in Bloomberg) is just the tip of the iceberg.

10. 2023 is the Chinese year of the water rabbit, which symbolises longevity, peace and prosperity. What are you hoping for in the year ahead in the world of marketing and advertising?
That we can all get together in Brick Lane at MAD//Fest and get super drunk and figure out why a (err….) water rabbit should inspire us when inflation is at 9% and rising.

11. Top tip for 2023: What brand should we all be looking out for next year?
Adaptive content – content that adapts to your unique circumstance and works with your attention span. More on this later.

And finally…

12. Mince Pies - Christmas food heaven or hell?
They cause Flatulence so my answer to this one is blowing in the wind.

Will Page is Author of Tarzan Economics.