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Thinking / Notes

What we're
thinking about.

Practical notes on planning, creating and measuring advertising. Written to be useful whether or not you ever work with us.

Colleagues discussing a project around a meeting table
Strategy4 min read

How to Build a More Useful Paid Media Brief

A brief is the cheapest place to improve a campaign. Here is what a paid media brief should contain, what it should leave out and how to make it something people actually use.

An aerial view of a city grid at night with streets traced in light
Measurement4 min read

What Advertising Metrics Actually Tell You

Impressions, clicks, conversions, cost per acquisition. Each metric answers a specific question — and each can mislead when asked to answer a different one.

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