Jan 13 · 1 min read · Outcome-based advertising struggles on top of systems that were never designed for outcomes. Platforms optimise for platform value.Agencies optimise for margin.Creators optimise for brand deals. None of these incentives are aligned with what brands a...
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Jan 12 · 1 min read · We didn’t wait for a public launch to understand whether this worked. Creators used it first.Brands followed quietly.Audiences never realised anything was being tested. That sequence mattered. When people don’t notice a system but still respond to it...
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Jan 11 · 1 min read · Most before-and-after advertising demos look impressive and feel wrong.That’s why natural product placement is starting to work better. Something changes dramatically.You notice it instantly.And that’s the problem. This one feels boring. And that’s e...
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