How to keep a client for an avg of 20.6 months... Day 4 of 5 Flexibility built into the scope! I would say that most agencies, especially fixed fee, create SOWs that are designed to fail. At some point the needs change, the conditions change, the payment changes... and if you need to constantly revisit the scope you are opening up a window where you can get fired. As an agency, you actually DON'T want the client thinking about the SOW... ever. So all our scopes are variable from the beginning. If we get paid more, we make more ads, and vice versa. This has allowed us to scale up AND DOWN with a clients seasonal needs. I'll die on the hill that this is the BEST way to work for performance agencies. Because of this we have clients where we haven't touched the SOW in YEARS. We never need to ask for more fee, they never need to ask for more deliverables. It just works.

See too many people justifying their lack of success by saying "I have a real brand though" First off, you don't. None of us do Secondly, how do you define a real brand? Is it through repeat purchase rate? If so, the DR demon supp brands have you beat Is it LTV? Again, DR demons have you beat Revenue? DR demons again Is it pretty images on a website? Everyone can have that with a few clicks In my mind having a real brand is simply that you are associated with something and that association sits deep in the collective conscious of the consumer market Again, none of us on here have this. I don't care how cool your brand guide is Mcdonalds has this, Coca Cola has this, Rolex has this The people I see coping about 'brand' are almost always just bad at ads and funnels and they need some way to make themselves feel better instead of just facing reality Skill issue

That media buying and creative strategy are always downstream of product and product market fit, never the business drivers. All the "a single ad can change the trajectory of your ad account" takes come from agencies selling creative lol.

When I left Meta this summer, I ended my goodbye note with a question: “What would you do if you weren’t afraid?” For me, this is it. For years, @sammyptaz and I talked about building something together. We finally did. It’s called Build Things. We’re a growth marketing advisory and execution firm for consumer brands at an inflection point. We built it around a problem we’ve seen again and again: as brands scale, channels multiply, acquisition costs rise, and marketing gets harder to read. The hard part isn’t finding more tactics. It’s knowing what’s actually driving growth and where to invest next. We show brands what’s driving growth now, then build what’s next. Part strategist, part operator. We work alongside teams, with marketing decisions grounded in incrementality. Excited to finally share it. Looking forward to reconnecting with old friends in this space. LetsBuildThings .com letsbuildthings.com/

You haven’t ascended to the level of mindset where the link will appear

This is what turns AI UGC from gray hat ... to black hat.🏴 "Accepted legality" is really about enforcement, and there's nothing quite like the enforcement of a free market attorney when their kid's private school tuition comes due.💰 When you wake up Jan 1 from your NYE hangover, the only thing going brrrrrrr will be the red hot barrels of the demand-letter cannon. Meta ad libraries are public. This is fish in a barrel. I'm sure law firms already have brands in their sites... Target acquired.🎯 So... before you pop the champaign on a new year, be sure you've cleaned up your accounts. This is why real human creators will be more important than ever for 2027. Those networks need to be developed, now. We've spent years cultivated the best relationships with the best creators, as well as finding and developing new talent. This is what @nicolle5800's team does all day. It's paid off so far, and will pay off even more January 1st.

You being Jess's X hype-woman is one of my favorite dynamics on DTC X. I actually mean this: I think it's lovely. Even though I also know you're making fun of him here some. Which is also important work.

There has been a lot of talk about NY's new law requiring disclosures AI-generated people appear in ads. California just passed its version, effectifve January 1. The most major difference is CA's has a private right of action. That means consumer class actions are on the table and not just regulatory enforcement. In NY, only the state can enforce violations. In California, every CA consumer can. So, expect that plaintiffs' lawyers will be scouring the internet for noncompliant "AI UGC" in January.