Notes from the studio

Most of a paid social budget is decided before a viewer has heard a word. Here is what we look at in the opening frames.

Testing four ads against each other is not a test. A short guide to running one that tells you something you can use next month.

Volume is the most common thing agencies get wrong in both directions. A way to work out the right number for your account.

Every good ad has a ceiling. Finding it a week early is worth more than any new audience you could test.

The brief is the whole job. What we send creators, what we leave out, and why the tidiest footage rarely performs.

A weekly report should fit on one screen. Here is what we send every client, and the dozen metrics we deliberately leave out.