Sectors
DTC: the offer has to survive the click.
Product, page, pixel, then media. We will not scale a drop that cannot be delivered.
Direct-to-consumer work fails when the ads are better than the product page, or when the product page promises a speed the warehouse cannot do. We start with the offer and the fulfilment promise, then the landing, then the channels.
Meta and TikTok are useful when you can show the thing. Search is useful when people already look for it. Email is useful when the list is yours. We will not buy a list to “kickstart” a brand that does not exist yet.
Creative is small sets with a kill date. Subscription offers have to be described as subscriptions. We do not hide the second month in a footnote the size of a gnat.
Poor fit: inventory you do not hold, testimonials you cannot stand behind, and “we just need a viral one”.