AN ECOSYSTEM
THAT ACCELERATES YOUR BRAND
These are not standalone services, each piece feeds the next, and they all work toward the same thing: that no idea gets your budget before proving why it deserves it.
Connection of your platforms, data and catalog, so that everything above can work.
It is not a service of mine, but I offer it with allied technical specialists, because I have learned that if your platforms are not properly connected, campaigns do NOT work.
CREATIVE GROWTH LAB
Ideas that earn the right to exist.
Very rarely does a single message move the market, audiences are diverse, and what drives a purchase for one person does not drive the next one, even for the same product.
That is why I created the Creative Growth Lab, because ideas have to earn the right to exist, and an idea does not get investment just because it sounds good, it earns its right to grow when it shows signals of attention, clarity, identification, response or commercial value.
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TO LAUNCH AN SUV,
WHAT IS IT THAT MATTERS
MOST TO PEOPLE?
Research can tell us there are at least 4 main purchase drivers:
the engine, safety, fuel economy and cargo capacity.
However, in real life it is very hard to decide which of those 4 is the main one, everyone at the table defends one, and they all sound reasonable. In the end one is chosen, the whole budget is bet on it, and nobody knows if it was the right one until the money is already spent.
The Lab does not choose: it loads all four, with a single umbrella concept,
and one version per pillar.
All four are tested with a small media budget to listen, and what comes back is which audience and which argument truly connect: where there is attention, where there are questions, where there is traffic.
you have to validate with the market
We had four hypotheses, and the one that responded most
was cargo capacity and family entertainment,
something nobody at the table would have bet on, but it is what the audience dictated.
So then, focus and budget were placed on that message.
Built on real discussions I have lived through in the automotive category, the brands and the specific data are confidential.
I have worked for Volkswagen · Ford · Renault · Mini · General Motors · Cadillac
I DO THE CREATIVE WORK.
The umbrella concept and the routes are mine, with twenty six years of craft behind them, and the only thing the market decides is which angle connects best with which audience. The test does not invent the idea.
- ◆Finding which hypothesis is responding, and telling you with market evidence, not with opinion.
- ◆That no route receives big investment before it shows signal.
- ◆Concept and creative routes of real level, made by me.
- ◆Learning that stays with you, even if you change agency.
- ◆Conversion, which depends on your product, your price and your operation, and I do not control those.
- ◆That the winning hypothesis is the one you expected,
it almost never is, and that is where the value sits. - ◆Results without media investment, testing is cheap, scaling is not.
Learning budgets are minimal and learning is always cheaper than being wrong.