10/09/2026
We just published a new piece in Forbes , on something we’re seeing across almost every account we manage right now.
Cut cost per purchase in half. Doubled spend at the same time. That’s what happened when one client stopped tweaking campaign settings and rebuilt their creative system instead - and it’s one of the stories behind the piece.
The old playbook was audience → ad → spend → scale. That’s breaking down. Platforms are better at finding your customer than you are at guessing who they are, so targeting isn’t the lever anymore. Creative is.
Proud to have this run through Forbes Agency Council, an invite-only network for leaders at top PR, media, and advertising agencies, where we get to share what’s actually working inside real accounts.
Full article - link in bio 🔗