• A large US-based dating app is looking to expand its international footprint. What factors might characterise an attractive market for expansion? Given these considerations, which country would you make your first priority for expansion and why? • How much of the covid hit to traditional media/ retail and the covid bounce to digital media and ecomm will be sustained in behaviours going forward and why? How would you try to estimate the answer? How does it vary by country and type of media/ ecomm and why? • Advertisers are moving spend away from linear TV as viewership continues to decline. If you were in charge of a major free-to-air broadcaster, what would you do about this? • For years and years software was sold as “pay a lot up front, have the product for ever but it never changes” but now more and more is sold as “pay a monthly fee, always have the latest”. How (and why!) would you shift over your customers from the first bucket into the second bucket?