Ideas for the attention economy.
Notes on media, measurement, culture and brand growth. Written for marketers who want clearer thinking behind the channels.
Why performance media needs a point of view.
Optimisation can improve a campaign. Strategy decides whether the campaign is worth optimising in the first place.
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The dashboard is not the insight.
Reporting becomes useful when it explains what changed, why it matters and what the business should do next.
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Influence works harder when paid, earned and owned move together.
Creator activity becomes more valuable when it is connected to media, PR and an ownable brand story.
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