We focus on the boring yet timeless fundamentals 80% of the time + innovate 20% of the time with unconventional projects.
Make advertisements that people want to watch. Create immediate sales + build brand equity for the long-tail of sales.
Paid Media tied to the P&L. We prioritize metrics in a hiearchy leading with business metrics of Contribution Margin aka cash in the bank, MER (Media Efficiency Rating) also known as Blended ROAS, and aMER (Acquisition MER).
Performance Creative with quantity over quality. Because quality can only be measured after it's tested. We lead our creative with this leading goal "Does this ad compel me?"