Brand investment, measured against the business.
We plan brand and performance with the same rigor — and design the measurement into the plan from day one, so brand investment can prove its contribution to the business.
Reach and frequency are inputs. Business growth is the outcome.
Most paid media agencies plan brand and performance separately. Brand work gets evaluated on reach and awareness. Performance work gets evaluated on platform-attributed ROAS. Neither tells you whether the marketing is working.
We plan brand media against business outcomes — audience expansion, consideration lift, incremental new-customer acquisition the performance channels can convert. The measurement structures are designed into the plan from the start, not bolted on afterward.
Three structures that prove brand contribution.
Withhold spend in one market and measure the difference.
Withhold brand investment in a specific geography. Compare performance against the rest of the market. The difference is the brand contribution — measured, not implied.
Model channel contribution across time.
Statistical modeling of every channel's contribution using long time-series data. The right tool when causal experiments aren't practical.
Customer-reported attribution at the point of purchase.
Customer-reported attribution at the point of purchase. Surfaces awareness pathways the platform dashboards can't see — and reweights what the platforms claimed.
Our approach
- 01Full-funnel media planning with brand work held to business performance, not awareness metrics alone
- 02Channel selection grounded in audience behavior and the role each channel plays in the funnel
- 03Budget allocation across brand and performance against marginal contribution to growth
- 04Platform-specific execution across paid social, search, CTV, programmatic, OOH, linear TV, and direct sponsorships
- 05Measurement structures designed in — geo holdouts, MMM, post-purchase attribution — so brand contribution is provable, not implied
Outcomes
- A media plan where brand and performance reinforce each other, with the evidence to prove it
- Brand investment that expands the addressable audience and moves consideration in measurable terms
- Confidence to scale upper-funnel spend on the same basis the rest of the business runs on
Channels we plan and buy
The questions buyers usually ask.
- What does it mean to hold media buying to business performance?
- Most agencies report on platform metrics — reach, impressions, frequency, CTR. We design every plan against business outcomes. Brand campaigns are evaluated on contribution to growth, with the measurement structures to prove that contribution decided at the time we plan the spend.
- Which channels do you plan and buy across?
- Paid social (Meta, TikTok, LinkedIn, Pinterest), paid search (Google, Bing), CTV and OTT, programmatic display, out-of-home, linear TV, and direct sponsorships. Channel selection is grounded in audience behavior and the role each channel plays in the funnel.
- How do you decide where to allocate budget?
- Against marginal contribution to growth. Cross-channel budget movement is informed by holdouts, media mix modeling, and our reading of how each channel contributes at each funnel stage — not platform-attributed CPA alone.
- What measurement structures do you put in place?
- Geo holdouts, media mix modeling, post-purchase survey attribution, and funnel-stage tagging that lets us read performance across stages. Measurement is designed into the plan from day one — not bolted on after the fact.
- How is this different from a typical media buying agency?
- Most agencies are structurally positioned on one side of the brand–performance line. We plan the brand side and the performance side as one integrated program, with the measurement infrastructure to prove the integration is producing what we say it is.
Talk through your media plan.
Start with a short strategy conversation. We'll assess fit and outline what an integrated plan would look like for your brand.