07/06/2026
The last 12 months has been a white knuckle ride on Meta.
The biggest change since the iOS14 privacy update in 2021.
As with all change, there have been casualties of war.
I’ve seen agencies close, freelancers throw in the towel and brands churning their ads partners blaming them rather than the algorithm.
It’s been a year of adapting for us at White Bee and despite releasing a book in September, I’ve felt paralysed with what to share or how to show up here whilst we effectively rebuilt my agency behind the scenes.
Everything from trademarking the creative strategy process I created from scratch (COLOURFUL™️), the tech stack we use, our AI use policies, how we communicate platform volatility to our clients and our pricing structure.
My business is not the same one I had 12 months ago.
Pitching a brand last week made me take stock of how far we’ve come and how proud I am of what we offer and how we support our clients in light of how differently we need to operate now.
There’s a lot of bu****it shared online. I disagree with a lot of what I read but haven’t been confident enough to share my view until I had enough lived experience to do so.
I feel now is the time to share candidly what I’m noticing, what is performing well and what old beliefs are costing brands money.
Our sweet spot is working with brands that managed to grow (chaotically) to high 6 figures/ low 7 figures in annual turnover but now need the next level of support.
What gets you there, doesn’t get you further.
All brands we work with hit a revenue plateau which is why they come to us. We help scale them beyond that plateau.
They want to aggressively scale - we take their dreams and help them realise them in a sustainable system.
I’ve never felt so aligned and confident in what we offer.
If you need a senior ads team in your corner, partnering with you to realise your business goals, drop me a DM.
