Notes from the firm.
Points of view, announcements and the occasional open role. Posted when there is something worth saying, and not otherwise.
Why we only work the $1M to $10M band
The middle of the market is underserved on purpose. Big agencies cannot afford to staff it seniorly, and small freelancers cannot cover the full problem.
Two continents, one working day
Australian founders, US operations. The time zones are not a complication. They are how the firm runs.
Platform-reported return is not a business metric
Every ad platform grades its own homework. The number that decides whether marketing worked has to come from somewhere else.
The list you already own
Paid channels rent attention by the click. The email and SMS list is the one asset a brand owns outright, and most are sitting on it.
Angles come from reviews, not brainstorms
The best ad copy for a consumer brand is usually already written. It is sitting in the reviews, in the customer's own words.
The measurement layer comes first
Before any budget moves, we build the thing that tells us whether it worked. Most brands in our band have never had one.
Delmonte International opens its doors
A new marketing consulting firm for consumer brands in the middle, operating across the United States and Australia.