The channel mix looks strategic.
Demand sizing, market prioritisation, competitor analysis, audience and journey mapping, channel and budget allocation. The strategic work that should come before any media plan. Usually skipped. We do it first.
Strategy should come before the channels. It usually doesn't.
How big the demand is. Where it's concentrated. Who else is fighting for the same audience. How the buyer decides. What the journey looks like in your sector, in your market, on your cycle.
Without that work, channels get chosen on platform logic, vendor pitches, and last year's spreadsheet. The campaigns run. The results stay noisy, because the thinking behind them was too.
We do that work first, so the channels inherit a decision instead of a guess.
Market and channel strategy, above every platform decision.
Demand sizing, and ranking markets.
We measure how big the category is in each market, where demand is concentrated, and whether it is growing or flattening. Search volume, platform audience sizes, and category interest, drawn from public data and our own market intelligence. When you run in several markets, or you are moving into new ones, we score them against each other on size, growth, and cost, so you know which earn budget first.
Competitor analysis, what they actually do.
We track competitor advertising, landing pages, and how both have shifted over time. We estimate their traffic and where it comes from, and we inspect the tracking and channel stack behind their sites, the platforms and providers they rely on. We use it to place your budget where they're weakest, not head-to-head where they already win.
Audience research, where they pay attention.
You already know who your ideal buyers are. We find where they pay attention and how to reach them, online and off, and at which stage of the journey. We pull the data sources that fit your sector, whether that is media intent signals, competitor traffic patterns, or the specialist datasets. The output: the channels and networks that actually capture your audience, matched to where they are in the decision.
Channel & content planning, matched to purpose.
Reach, awareness, consideration, decision: every stage needs the right content in the right place. We decide which message and which format runs where, mapped to how your sector actually buys and to the stage each audience is at. The plan follows the journey, not whatever the platforms push hardest.
Budget allocation, guided by the evidence.
We allocate across markets and channels on what the evidence shows: attribution, results, audience size, frequency, and where the next investment buys quality rather than volume. We move money when a channel is being flattered by its own platform, and we hold it where it compounds. A live allocation, not a fixed split: the money moves when the evidence does.
Channels follow the journey.
Not the platform tabs.
Identification
Exploration
Building
Selection
Once the strategy is built, the budget answers for itself.
Strategy engagements vary in shape.
Start with a conversation. We scope from there. If measurement needs to come first, we'll say so.