Ideas, insights & better waysto run campaigns
Advertising, creator marketing, campaign planning, media buying, production,
collaboration and campaign execution — explored one idea at a time.
01PlaybooksOne brief, many creators: how fan-out keeps a campaign in one place
A brief is a spec, not a job. Here is what happens when you send the same one to five creators — and why every piece of work still lands back in a single campaign.
PaymentsEscrow, in plain language: who holds the money and when it moves
Funded at acceptance, released on approval, frozen by a dispute. A walk through the money rail without the finance vocabulary.
ProductThree revisions, then a decision: designing a delivery loop that ends
Unlimited feedback is not generosity, it is an unpriced obligation. Why every submit-and-review loop on the platform caps at three rounds.
MeasurementMeasured beats estimated: reading campaign performance honestly
Most campaign dashboards blend projections and results into one confident number. Here is how to tell which half you are looking at.
AdvertisersAudience-first discovery: shortlisting creators without follower counts
Follower count is the cheapest signal on any media plan and the easiest to buy. A shortlist process that starts from the audience you are trying to reach instead.
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