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For decades, the media plan has been the definitive artifact of marketing strategy. When the rubber meets the road – one page. Channels on the left, budget on the right, allocations mapped across the year. When the CEO asks where the money is going, you hand them the media plan. The media plan forces rigor. It makes tradeoffs explicit. It aligns teams.
Ask organic t...
If you’re running ads through the App Store, the auction you’ve been optimising for no longer works the same way. For years, Apple Search Ads ran on a simple premise – one query, one ad. Whoever won the auction owned the top of the results page. Everyone else got nothing.
That changed on
Meta just announced Meta Ads AI Connectors, and while the headline sounds like another AI feature drop, the implication is much bigger than a workflow upgrade. Paid social is no longer confined to Ads Manager.
Here’s what changed: ...
Every few years, a new platform launches and brands that normally take six months to approve a creative brief suddenly find urgent budget. We’ve seen it with TikTok, with influencer, with connected TV. Now it’s happening with OpenAI ads. We shared our thinking on this with
Most marketing teams that have brought things in-house over the past few years did it for the same reasons: cut costs, move faster, and get more control.
In year one, it usually feels like a win. Agency spend comes down, things move quicker, and for the first time it feels like you’re actually in control.
Then year two rolls around and it gets a bit messie...