Concentrated
Weight, on purpose
Most advertisers buy channels. We buy intent — and measure each layer on what it actually did, not on who touched the sale last.
Side-By-Side Test
What the dashboard sees vs. what moved itCut the social budget and the in-market pool empties in about ten seconds. Last click keeps reporting the same 93% the whole way down — which is why the dashboard never warns you
Intent Layers
Four states of demandIn-Market
Actively looking for what you sell, right now.
- We run
- Branded search, shopping, retargeting
- Measured on
- Incrementality — not last click
- Serves
- Revenue this month
Comparing
Knows the problem, weighing you against the alternatives.
- We run
- Non-brand search, comparison placements, conquesting
- Measured on
- New-customer CAC
- Serves
- Share of category
Latent
Has the problem. Isn’t looking yet, and won’t search for you.
- We run
- Paid social, creator, video
- Measured on
- Lift in branded search and direct
- Serves
- Next quarter’s pipeline
Lapsed
Bought once and stopped. The cheapest demand you already own.
- We run
- Lifecycle, win-back, suppression
- Measured on
- Repeat rate and LTV
- Serves
- Margin
Every layer gets its own creative, its own offer, and its own metric. Judged on one shared number, three of the four always look like failures
What It Does
Four active systemsPaid Media
Account structure, creative testing, and daily budget calls against a defined CAC band.
Go-To-Market
Positioning, launch sequencing, and the distribution plan that carries it.
Measurement
Server-side events, attribution ladders, and reconciliation between what platforms claim and what the ledger shows.
Creative
Concept through delivery — UGC direction, generated film, and the systems that keep a library consistent.
Directions For Use
Apply weekly. Do not dilute.Map the demand
Before any spend, we split the demand that already exists from the demand that has to be created. Those are different budgets and different jobs.
Match the layer
Creative, offer, and placement are built per layer. A latent-demand ad written like a capture ad fails at both.
Measure per layer
Capture on incrementality, latent on lift in branded search and direct, lifecycle on repeat rate. One blended number hides all three.
Roll up to the goal
Each layer reports to the business goal it serves, reconciled weekly against the ledger rather than against what the platforms claim.
Active Ingredients
Work log| Client | Scope |
|---|---|
| SKO Compounds | Full Suite |
| Build Cities | Full Suite |
| Sony | Go-To-Market |
| Peacock | Go-To-Market |
| Disney | Go-To-Market |
| NEAR Foundation | Go-To-Market |
| SailGP | Go-To-Market |
| Adidas | Go-To-Market |
| Rick Owens | Go-To-Market |
| SushiSwap | Go-To-Market |
| SCI-Arc | Go-To-Market |
| Toyota | Paid Media |
| Starbucks | Paid Media |
| LG | Paid Media |
| Starzplay | Paid Media |
* Engagements at Ballast and prior agencies of record
Marks shown are the property of their respective owners
Serving Suggestion
SKO Compounds — creative pipeline
Serving suggestion. Creative produced for SKO Compounds, a full‑suite engagement
Warnings
Read before purchaseMost budget pays for demand it didn’t create
Last click hands the credit to whoever was standing closest to the purchase.
Branded search always posts a beautiful CAC, because the person already knew your name. Something else put it there. Optimise on last click and you defund the layer that fills the top — then spend a quarter wondering why capture volume fell off a cliff.
Our work runs from Toyota and Disney at agency scale to a Beverly Hills DTC brand where we hold the entire engine: the ad account, the creative pipeline, the attribution stack, and the number at the end of the week.