— signals
What we're seeing.
Articles, conversations, and film from the studio. The market, read out loud.
Featured signalGen Z doesn't want your ad. They want your presence.
You cannot broadcast your way into a generation that grew up skipping ads. You have to show up where they already are — and earn the right to be in the room.
24 May 20263 min read
StrategyYour customers aren't on one platform. Stop planning like they are.
Most media plans still treat channels as separate budgets fighting each other. The brands that win plan the handoffs between channels — because that is where customers actually move.
24 May 20264 min read
PerspectivesA number that moves is the only creative brief that matters
Creative that wins awards but moves nothing is decoration. The discipline that changes how a team works is deciding, before anything is made, which number this is supposed to move.
24 May 20263 min read
StrategyFor a premium brand entering India, digital is the launchpad — not a channel
When a global brand enters India at twice the price of local competitors with no shelf access, digital stops being one line in the plan. It becomes the entire plan. Lessons from launching Clorox.
24 May 20265 min read
PerformanceWe told a client to only pay us when the account got funded
Most agencies get paid for activity. We took a deal where we only got paid for outcomes — verified, funded demat accounts. Here is what that taught us about accountability.
24 May 20264 min read