Insights
How we judge campaigns, budgets, identities and automation
How we judge campaigns, price identities, allocate budgets and decide what to automate — written for people making those decisions rather than for a publishing calendar.
Marketing Automation: What to Automate, What to Keep Human
A practical list of what genuinely repays automation, what should never be automated, and the order to implement it in.
7 min read
Running Several Brands on One Operating System
Managing multiple brands fails in coordination, not execution. The operating rules we actually use across seven ventures.
7 min read
Brand Identity Is Not a Logo: What You Actually Pay For
Why identity quotes differ tenfold for what looks like the same work, and how to tell whether you are buying a mark or a system.
7 min read
When a Website Deserves a Rebuild
Rebuilding is expensive and usually decided for the wrong reasons. The criteria we use to separate a site that needs repair from one that needs replacing.
7 min read
Is SEO Dead After AI? The Honest Answer
AI summaries have taken a category of clicks permanently. What died is a type of content, not the channel. Here is what changed and what to do about it.
6 min read
How to Split a Digital Marketing Budget Across Twelve Months
Three budgets, not one: what runs, what is tested, and what compounds — with the arithmetic for sizing the total.
6 min read
Agency or Tool: When to Hire a Team and When to Buy Software
AI tools now do a real share of what agencies used to charge for. Here is the honest dividing line, what each option actually costs, and where both fail.
6 min read
How to Tell Whether a Marketing Campaign Actually Worked
Reach and engagement cannot fail, which is why they get reported. The metrics we use instead, and the arithmetic behind the one that counts.
6 min read
Why We Built Five Companies Instead of One Agency
Splitting a group into specialist companies is not an org-chart decision. It changes what gets funded, what gets cut, and what a client can verify.
5 min read