Notes from
the room.
Strategy · 12 Sept 2026 · 6 min · Ingrid VosAttention is a feeling, not a metric
Why we stopped reporting reach first, and what we put at the top of the deck instead.
Everything we've written down.
Media · 28 Aug 2026 · 5 min
TV didn't die. It moved back to the living-room wall.
Connected TV is the fastest-growing line in our media plans. Here's how we buy it without paying for wallpaper.
Launches · 9 Aug 2026 · 4 min
What a lipstick launch taught us about week one
Most launches are decided in seven days. A short field guide to the week that matters most.
Creators · 22 Jul 2026 · 5 min
Casting real people is harder than casting models
No-retouch campaigns look effortless. What it actually takes to cast, film and keep the trust of people who have never been on set.
Creators · 30 Jun 2026 · 4 min
The six-second cut is a different film
Short edits are not trailers for the long one. Why we write, shoot and cut the six seconds first.
Strategy · 4 Jun 2026 · 5 min
Why we stopped pitching for free
We paid for it with a few lost pitches. Here's what we offer brands instead, and why most of them prefer it.
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