That, too, will change in 2013, with Pulse recently making its first ad sales hire in New York and planning more in the near future.

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Spokeperson Matt Graves recently told Wired that the company hastily hired 18 ad sales reps during that time and is planning to bring on more.

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What happens is pure planning roulette, a free-for-all, ad hoc gamble on the future where real estate reigns with a divine right established by astronomical values.

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Some smaller, independent firms, however, are planning for another solid year in 2012 despite the outlook for lackluster ad spending overall.

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Usually, account planning, the function responsible for gleaning consumer insight and inspiring creative ideas, is the purview of the ad agencies alone.

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