Nobody knows anything; Accenture’s big hire; NYT's Wordle strategy

Few predicted 2021’s ad spend revival, and only an idiot can claim to know how 2022 will unfold; Nick Law is the latest Aussie to join Accenture's global leadership;

Welcome to Unmade, mostly written on board this morning’s Japan Airlines flight into Sydney from Tokyo. It’s good to be home in Australia.

Happy Groundhog Day. Again. No really, it is. And it’s also the 2/2/22, which is kinda satisfying. Got any big plans for 2.22pm?

Today: Are the SMI numbers as good as they seem?; Wordle’s new home; and The Unmade Index…