Write the brief before you set the budget
Most campaigns that underperform were not badly executed. They were badly defined — and no amount of spend corrects a brief that never said what winning looks like.
6 min read
Insights
Arguments we makeinternally, written down.
No trend round-ups. These are the positions this studio actually works from — on briefs, builds, creative, media and hiring.
7 min readThe website test that matters is the one six months after launch
Launch day is the easiest day a website will ever have. What determines whether it was a good build is what happens when the people who made it are no longer in the room.
5 min readIf it does not work at thumbnail size, it does not work
Most brand creative is designed at full size on a large screen and consumed at the size of a fingernail, in motion, next to something more interesting.
6 min readA hiring brief is a creative brief with a different output
Vague role definitions produce the same result as vague campaign briefs: a lot of activity, a long timeline, and a decision made on instinct at the end.
5 min readPrint is not nostalgia, it is a different kind of attention
The argument for print is usually made emotionally. The better argument is structural — it does something digital placement cannot, and it fails in different ways.
- 4 min read
Reporting that earns trust says what did not work
A report designed to reassure is worth nothing to the person receiving it, and everyone involved knows it.