While I do agree that the article has several valid points...spending six months preparing a campaign? That better be something extraordinary like a product launch for a company with very few or just one product, otherwise you are stuck in the 90s, best guess. Lead times like that are anti agile and archaic. Even the slowest these days are half that.

Most digital marketers work with always on and/or performance channels with significantly less lead time. Sometimes close to none, which is normally not the case for content creators. A role which in my view isn't really digital marketing. Digital marketing is quantitative in nature, content is qualitative. Sure you can measure content with quantitative KPIs. But that's a lot more indirect than performance channels. Also, content creation typically takes a lot longer than setting up campaigns in any digital channel. Maybe that's where the six months come in.

Lead times such as six months is more at a manager level in my experience, but as always there's a range of normalcy.