What we do, in detail

Four services, all run inside the advertising rules rather than around them.

Program 01 · Disclosure built in

Content and social

Every creator brief and contract we write carries the disclosure requirement, because a material connection has to be disclosed clearly in the post itself and the advertiser is liable when it is not. We also do not buy followers or engagement. Inflated numbers misrepresent a brand's popularity and they corrupt the only reporting that would have told you what was working.

Per month
Businesses
Disclosure required
No bought metrics

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Step 1 · Audience

Who you are actually talking to.

Step 2 · Brief

With disclosure obligations in it.

Step 3 · Publish

Checked before it goes out.

Step 4 · Report

Real numbers, including flat ones.

Step 1 · Offer

What is actually being sold.

Step 2 · Claims

Basis required before publication.

Step 3 · Run

Tested, not set and forgotten.

Step 4 · Report

Spend against outcome.

Program 02 · Claims substantiated

Paid media

An objective claim has to be substantiated before it runs, so we ask for the basis of a performance, comparison, savings or health claim before writing it into an ad. If there is no basis we will not publish it, which occasionally means weaker copy than a competitor's. A claim that cannot be supported is a liability sitting in your ad account.

Per month
Businesses
Substantiation provided
Budget stated

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Program 03 · Consent, evidenced

Email and SMS

Marketing texts need prior express written consent and the statutory damages run per message, which is why this is such active class action territory. We will not send to a list whose consent provenance cannot be shown, and we will not touch purchased lists. On email: accurate sender, honest subject lines, and unsubscribes honoured promptly rather than eventually.

Per month
Businesses
Consent evidenced
No purchased lists

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Step 1 · The list

Where it came from, and how.

Step 2 · Consent

Evidenced, or not used.

Step 3 · Send

Identified, honest, unsubscribable.

Step 4 · Maintain

Suppressions honoured properly.

Step 1 · Agree metrics

Before the work, not after.

Step 2 · Measure

Consistent windows, kept.

Step 3 · Report

Flat and bad months included.

Step 4 · Decide

Stop what is not working.

Program 04 · Including the flat months

Reporting

Agency reporting is where the incentives are worst: select the right window and almost anything looks like growth. We report against what was agreed, we show the months that went nowhere, and we say when a channel is not working rather than reframing it. We also will not run a reporting narrative built on metrics we bought.

Monthly
Businesses
Agreed metrics
No cherry-picking

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Want marketing that will not create a problem later?

A free first call, with no obligation and no promised numbers.

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