And for working often at a big advertising agency, there's even a lot more complicated kitchen details involved, for e.g. Bantam's media agency has negotiated all the floor display deals, the ads placements etc. and when a broadcaster is involved as well (as is the case) their respective agencies are coordinating their campaigns. None of this is done overnight, hardly. It's planned over months, and months before the launch. Martin has kept quiet on his side, but very obviously those involved have known for quite a while this was the plan, and there's no more obstacle on Martin's side.

The very idea Martin might miss the deadlines is ludicrous at this point.