A tech-enabled growth marketing company.
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About us
(01)
We architect growth systems that scale & compound for today’s most disruptive fashion, apparel & lifestyle brands. Enabling you to acquire more customers, more profitably, & build lasting customer loyalty.
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100
M
Profitably Managed Ad Spend
/
80
%
Avg 6 Month Revenue Growth
/
20
%
Avg 6 Month CAC Reduction
/
92
%
Client Satisfaction Rate
/
30
%
Avg 6 Month Repeat Customer Increase
/
100
M
Profitably Managed Ad Spend
/
80
%
Avg 6 Month Revenue Growth
/
20
%
Avg 6 Month CAC Reduction
/
92
%
Client Satisfaction Rate
/
30
%
Avg 6 Month Repeat Customer Increase
Fast Facts
Fast Facts
/
Manifesto
(02)
Every brand sits in one of four buckets.
The challenge is knowing exactly which bucket you sit in, why, and what to do about it.
Our Flight Plan methodology operates at the intersection of product, finance and marketing, with a growth plan built for the stage your business is at and a predictable path to profitable growth.
Most fashion and apparel brands aren't losing because their product is bad. They're losing because their growth system is.
Challenges We Solve
The harder you push without the right architecture underneath, the more expensive the problem gets.
Fragmented, day trading approaches to channel execution. Data rich, clarity poor approaches to reporting, measurement and action.
Creative disconnected from commercial outcomes. Agencies optimising for in-platform metrics that never show up in the P&L.
Outcomes We Deliver
We transform siloed channel execution into a cohesive growth engine. Where every input is tied to a financial outcome you can actually plan around.
We replace reactive decision making with deliberate action, making growth predictable, & profit - our priority.
Profitable, scalable customer acquisition built on a system that compounds. High performing creative mapped to hero products and real marketing moments. Increasing repeat customer rates, CLTV and brand loyalty quarter on quarter.
/
Manifesto
(02)
Every brand sits in one of four buckets.
The challenge is knowing exactly which bucket you sit in, why, and what to do about it.
Our Flight Plan methodology operates at the intersection of product, finance and marketing, with a growth plan built for the stage your business is at and a predictable path to profitable growth.
Most fashion and apparel brands aren't losing because their product is bad. They're losing because their growth system is.
Most fashion and apparel brands aren't losing because their product is bad. They're losing because their growth system is.
Challenges We Solve
The harder you push without the right architecture underneath, the more expensive the problem gets.
Fragmented, day trading approaches to channel execution. Data rich, clarity poor approaches to reporting, measurement and action.
Creative disconnected from commercial outcomes. Agencies optimising for in-platform metrics that never show up in the P&L.
Outcomes We Deliver
We transform siloed channel execution into a cohesive growth engine. Where every input is tied to a financial outcome you can actually plan around.
We replace reactive decision making with deliberate action, making growth predictable, & profit - our priority.
Profitable, scalable customer acquisition built on a system that compounds. High performing creative mapped to hero products and real marketing moments. Increasing repeat customer rates, CLTV and brand loyalty quarter on quarter.
/
Process
(03)
Our FlightPlan™ methodology
A rolling 30-60-90 day strategic roadmap with a 12-month forecast, built on P&L-level strategy and SKU-level intelligence.
A rolling 30-60-90 day strategic roadmap with a 12-month forecast, built on P&L-level strategy and SKU-level intelligence.
Diagnose
1
de:coded
Your marketing, product and customer data in one foundation, open to any question through ask:decoded
You get
A growth audit with every opportunity ranked by profit impact
We start inside your numbers: nMER, MER, CAC:LTV and contribution margin, read alongside sell-through, demand and inventory depth. You see where growth is available and what it is worth before a single campaign is planned.
Diagnose
1
de:coded
Your marketing, product and customer data in one foundation, open to any question through ask:decoded
You get
A growth audit with every opportunity ranked by profit impact
We start inside your numbers: nMER, MER, CAC:LTV and contribution margin, read alongside sell-through, demand and inventory depth. You see where growth is available and what it is worth before a single campaign is planned.
Diagnose
1
de:coded
Your marketing, product and customer data in one foundation, open to any question through ask:decoded
You get
A growth audit with every opportunity ranked by profit impact
We start inside your numbers: nMER, MER, CAC:LTV and contribution margin, read alongside sell-through, demand and inventory depth. You see where growth is available and what it is worth before a single campaign is planned.
Architect
2
de:coded
Holds the plan's targets and forecast beside your live actuals, so the plan is measured every day
You get
Your Flight Plan, with forecast and targets agreed by marketing and finance
We build your Flight Plan: a 30-60-90 day strategic and executional roadmap with a 12-month forecast. Targets and guardrails for nMER, CAC:LTV and contribution margin are set for the stage your business is at.
Architect
2
de:coded
Holds the plan's targets and forecast beside your live actuals, so the plan is measured every day
You get
Your Flight Plan, with forecast and targets agreed by marketing and finance
We build your Flight Plan: a 30-60-90 day strategic and executional roadmap with a 12-month forecast. Targets and guardrails for nMER, CAC:LTV and contribution margin are set for the stage your business is at.
Architect
2
de:coded
Holds the plan's targets and forecast beside your live actuals, so the plan is measured every day
You get
Your Flight Plan, with forecast and targets agreed by marketing and finance
We build your Flight Plan: a 30-60-90 day strategic and executional roadmap with a 12-month forecast. Targets and guardrails for nMER, CAC:LTV and contribution margin are set for the stage your business is at.
Activate
3
de:coded
Reads performance every day and sends analysis and recommendations to your strategists, who make the decisions
You get
Execution across acquisition and retention, tracked against forecast
One senior team runs growth strategy, creative strategy, paid media, email and SMS against the plan. The people who built your forecast are the people in your accounts, and every channel works to the same business objective.
Activate
3
de:coded
Reads performance every day and sends analysis and recommendations to your strategists, who make the decisions
You get
Execution across acquisition and retention, tracked against forecast
One senior team runs growth strategy, creative strategy, paid media, email and SMS against the plan. The people who built your forecast are the people in your accounts, and every channel works to the same business objective.
Activate
3
de:coded
Reads performance every day and sends analysis and recommendations to your strategists, who make the decisions
You get
Execution across acquisition and retention, tracked against forecast
One senior team runs growth strategy, creative strategy, paid media, email and SMS against the plan. The people who built your forecast are the people in your accounts, and every channel works to the same business objective.
Compound
4
de:coded
Shows what the actuals proved, so the next phase is decided on evidence
You get
A forecast vs actual review and the decisions for the next phase
Revenue, spend and performance are read against forecast by channel, region and product. Decisions are made on actuals, and each cycle informs the next phase of the plan, so growth builds on what has already been proven.
Compound
4
de:coded
Shows what the actuals proved, so the next phase is decided on evidence
You get
A forecast vs actual review and the decisions for the next phase
Revenue, spend and performance are read against forecast by channel, region and product. Decisions are made on actuals, and each cycle informs the next phase of the plan, so growth builds on what has already been proven.
Compound
4
de:coded
Shows what the actuals proved, so the next phase is decided on evidence
You get
A forecast vs actual review and the decisions for the next phase
Revenue, spend and performance are read against forecast by channel, region and product. Decisions are made on actuals, and each cycle informs the next phase of the plan, so growth builds on what has already been proven.
How the FlightPlan™ runs
How the FlightPlan™ runs
Our growth experts are paired with de:coded, our agentic growth OS for fashion, apparel & lifestyle brands.
Our growth experts are paired with de:coded, our agentic growth OS for fashion, apparel & lifestyle brands.
De:Coded is the data and intelligence behind every decision your strategists make. It is trained only on fashion, apparel and lifestyle data, and it works down to SKU level.
de:coded, at a glance
ONE DATA FOUNDATION
Your marketing, product and customer data in one place.
DAILY READS ON ACTUALS VS FORECAST
Every metric tracked against the plan, every day.
DAILY AGENTIC READS ON WHAT TO DO
Analysis and recommendations sent to your strategists, who make the decisions.
ASK de:coded
Unlimited intelligence on your data: trend analysis on any variable down to SKU level, demand forecasting and any question your team needs answered.
Built for fashion, apparel and lifestyle brands, and tiered to the stage your business is at.
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Services We Provide
(04)
One ecosystem across customer acquisition and customer retention.
Growth Strategy
1
Our Growth Strategists develop customized growth plans for the stage your business is at, creating 30-60-90 day predictable paths to profitable growth.
360 Business Audit
Financial Forecasts
Marketing Calendar Dev
KPI/Metric Establishment
Performance Creative
2
Our Creative Strategy & Design team produce data driven creative that connects with your consumers, & converts - powered by AI & Motion Analytics, mapped to hero products & marketing moments.
Creative Strategy
Copywriting
Video Ad Development
Image Ad Development
Research
Media Buying
3
Best in class media buying across Social, Search, CTV, harnessing the power of AI & Machine Learning to create, capture & convert demand.
Meta, TikTok, Google
Campaign Design
Budget Mgmt
Audience Targeting
Creative Optimization
Retention & Lifecyle Marketing
4
Capture & convert more subscribers, drive more sales, increase CLTV & build lasting customer loyalty - full funnel email & sms marketing programs including strategy, execution & design.
Customer Lifecycle Strategy
Email Design
Tech Set Up
Copywriting
Creative Consulting
Growth Strategy
Our Growth Strategists develop customized growth plans for the stage your business is at, creating 30-60-90 day predictable paths to profitable growth.
360 Business Audit
Financial Forecasts
Marketing Calendar Dev
KPI/Metric Establishment
Performance Creative
Our Creative Strategy & Design team produce data driven creative that connects with your consumers, & converts - powered by AI & Motion Analytics, mapped to hero products & marketing moments.
Creative Strategy
Copywriting
Video Ad Development
Image Ad Development
Research
Media Buying
Best in class media buying across Social, Search, CTV, harnessing the power of AI & Machine Learning to create, capture & convert demand.
Meta, TikTok, Google
Campaign Design
Budget Mgmt
Audience Targeting
Creative Optimization
Retention & Lifecyle Marketing
Capture & convert more subscribers, drive more sales, increase CLTV & build lasting customer loyalty - full funnel email & sms marketing programs including strategy, execution & design.
Customer Lifecycle Strategy
Email Design
Tech Set Up
Copywriting
Creative Consulting
Growth Strategy
Our Growth Strategists develop customized growth plans for the stage your business is at, creating 30-60-90 day predictable paths to profitable growth.
360 Business Audit
Financial Forecasts
Marketing Calendar Dev
KPI/Metric Establishment
Performance Creative
Our Creative Strategy & Design team produce data driven creative that connects with your consumers, & converts - powered by AI & Motion Analytics, mapped to hero products & marketing moments.
Creative Strategy
Copywriting
Video Ad Development
Image Ad Development
Research
Media Buying
Best in class media buying across Social, Search, CTV, harnessing the power of AI & Machine Learning to create, capture & convert demand.
Meta, TikTok, Google
Campaign Design
Budget Mgmt
Audience Targeting
Creative Optimization
Retention & Lifecyle Marketing
Capture & convert more subscribers, drive more sales, increase CLTV & build lasting customer loyalty - full funnel email & sms marketing programs including strategy, execution & design.
Customer Lifecycle Strategy
Email Design
Tech Set Up
Copywriting
Creative Consulting
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Selected work
(05)
Success stories from our clients.
Work we're proud of, for brands we love.
“Flight Performance was amazing to work with. I had the pleasure of working with a top tier team. The experience was extremely smooth, easy, and efficient. The entire process was set up for success from the start! I look forward to collaborating with them again very soon!”
“Partnering with Flight Performance has helped transform Fairway Jockey's reach and sales through email marketing. Their marketing strategies and data-driven insights helped us drive growth with passionate golfers, which in turn has created huge brand loyalty. The team is incredibly responsive and committed to delivering results. I highly recommend their expertise.”
“From the outset, Flight Performance demonstrated a deep understanding of our business goals and objectives. Their data-driven and strategic approach to customer acquisition and customer retention contributed significantly to the growth Crown Affair has been able to achieve over the last 3 years of working together.”
“The Flight Performance team's knowledge of eCommerce is a game changer. They are a true extension of our team, with a real focus on understanding and achieving our business goals. They are the highest executing partners we’ve worked with and the best in the game at performance marketing. Highly recommend.”
“Great communication, and even better results! We have been working with Flight Performance for just about 6 months now, and they have been incredible with helping us scale our brand! Highly Recommend!”
“Flight Performance transformed our digital strategy at Napoleon Perdis, driving a record-breaking 4x ecommerce growth after three stagnant years. Their US market expertise is ahead of local options. Unlike typical agencies, they focus on sustainable, data-driven growth and genuine customer acquisition.”
“Flight Performance is a true partner who have responded to our need for business results & fast learnings. Their expertise in performance marketing and has helped our business to grow exponentially. The team are fantastic; consistent, highly responsive and knowledgeable. I’d recommend Flight performance to any scale of business looking to learn fast in the performance world.”
“Flight Performance played a major role in our company's ability to scale as fast as we have. Their knowledge of performance marketing, and how to grow a DTC brand is second to none.”
“The Flight Performance team's ability to reduce our Customer Acquisition costs at scale. Lead by creative strategy, & Influencer content was really impressive. They worked hard to understand our goals and executed against the game plan, with stellar communication and results.”
“Flight Performance was amazing to work with. I had the pleasure of working with a top tier team. The experience was extremely smooth, easy, and efficient. The entire process was set up for success from the start! I look forward to collaborating with them again very soon!”
“Partnering with Flight Performance has helped transform Fairway Jockey's reach and sales through email marketing. Their marketing strategies and data-driven insights helped us drive growth with passionate golfers, which in turn has created huge brand loyalty. The team is incredibly responsive and committed to delivering results. I highly recommend their expertise.”
“From the outset, Flight Performance demonstrated a deep understanding of our business goals and objectives. Their data-driven and strategic approach to customer acquisition and customer retention contributed significantly to the growth Crown Affair has been able to achieve over the last 3 years of working together.”
“The Flight Performance team's knowledge of eCommerce is a game changer. They are a true extension of our team, with a real focus on understanding and achieving our business goals. They are the highest executing partners we’ve worked with and the best in the game at performance marketing. Highly recommend.”
“Great communication, and even better results! We have been working with Flight Performance for just about 6 months now, and they have been incredible with helping us scale our brand! Highly Recommend!”
“Flight Performance transformed our digital strategy at Napoleon Perdis, driving a record-breaking 4x ecommerce growth after three stagnant years. Their US market expertise is ahead of local options. Unlike typical agencies, they focus on sustainable, data-driven growth and genuine customer acquisition.”
“Flight Performance is a true partner who have responded to our need for business results & fast learnings. Their expertise in performance marketing and has helped our business to grow exponentially. The team are fantastic; consistent, highly responsive and knowledgeable. I’d recommend Flight performance to any scale of business looking to learn fast in the performance world.”
“Flight Performance played a major role in our company's ability to scale as fast as we have. Their knowledge of performance marketing, and how to grow a DTC brand is second to none.”
“The Flight Performance team's ability to reduce our Customer Acquisition costs at scale. Lead by creative strategy, & Influencer content was really impressive. They worked hard to understand our goals and executed against the game plan, with stellar communication and results.”
“Flight Performance was amazing to work with. I had the pleasure of working with a top tier team. The experience was extremely smooth, easy, and efficient. The entire process was set up for success from the start! I look forward to collaborating with them again very soon!”
“Partnering with Flight Performance has helped transform Fairway Jockey's reach and sales through email marketing. Their marketing strategies and data-driven insights helped us drive growth with passionate golfers, which in turn has created huge brand loyalty. The team is incredibly responsive and committed to delivering results. I highly recommend their expertise.”
“From the outset, Flight Performance demonstrated a deep understanding of our business goals and objectives. Their data-driven and strategic approach to customer acquisition and customer retention contributed significantly to the growth Crown Affair has been able to achieve over the last 3 years of working together.”
“The Flight Performance team's knowledge of eCommerce is a game changer. They are a true extension of our team, with a real focus on understanding and achieving our business goals. They are the highest executing partners we’ve worked with and the best in the game at performance marketing. Highly recommend.”
“Great communication, and even better results! We have been working with Flight Performance for just about 6 months now, and they have been incredible with helping us scale our brand! Highly Recommend!”
“Flight Performance transformed our digital strategy at Napoleon Perdis, driving a record-breaking 4x ecommerce growth after three stagnant years. Their US market expertise is ahead of local options. Unlike typical agencies, they focus on sustainable, data-driven growth and genuine customer acquisition.”
“Flight Performance is a true partner who have responded to our need for business results & fast learnings. Their expertise in performance marketing and has helped our business to grow exponentially. The team are fantastic; consistent, highly responsive and knowledgeable. I’d recommend Flight performance to any scale of business looking to learn fast in the performance world.”
“Flight Performance played a major role in our company's ability to scale as fast as we have. Their knowledge of performance marketing, and how to grow a DTC brand is second to none.”
“The Flight Performance team's ability to reduce our Customer Acquisition costs at scale. Lead by creative strategy, & Influencer content was really impressive. They worked hard to understand our goals and executed against the game plan, with stellar communication and results.”
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Why us
(06)
No B team. Ever. Boutique by design.
Operating as an extension of your in-house team.
Our vertical expertise sets us apart. We hire growth experts and pair them with cutting-edge tech, to make the right decisions, faster.
Executional in 2 weeks.
We don't spend months "onboarding." By end of week two, we're deep in your business — financials, channel data, creative — and the plan is already in motion.
Scalable Systems
Systems, not campaigns. We build growth infrastructure that compounds. Each phase of the Flight Plan feeds the next — so your unit economics get stronger every quarter, not just your ad account.
Your growth partner, not a vendor.
We don't operate on deliverables. We operate on outcomes. When the business needs something, we move — no scope negotiations, no change orders, no waiting in a ticket queue.
Official partners of the leading tech and marketing platforms
Business results over in-platform performance
P&L-level strategy, SKU-level intelligence. We measure contribution margin, MER, nMER, ACoS, CLTV and repeat rate.
Your growth partner, not a vendor.
We don't operate on deliverables. We operate on outcomes. When the business needs something, we move — no scope negotiations, no change orders, no waiting in a ticket queue.
Your growth partner, not a vendor.
Proactive daily updates
Clarity over complexity
Daily slack comms & weekly calls
Quarterly partnership reviews
Real time reporting dashboards
Executional in 2 weeks.
We don't spend months "onboarding." By end of week two, we're deep in your business — financials, channel data, creative — and the plan is already in motion.
Scalable Systems
Systems, not campaigns. We build growth infrastructure that compounds. Each phase of the Flight Plan feeds the next — so your unit economics get stronger every quarter, not just your ad account.
Your growth partner, not a vendor.
We don't operate on deliverables. We operate on outcomes. When the business needs something, we move — no scope negotiations, no change orders, no waiting in a ticket queue.
Official partners of the leading tech and marketing platforms
Business results over in-platform performance
P&L-level strategy, SKU-level intelligence. We measure contribution margin, MER, nMER, ACoS, CLTV and repeat rate.
Official partners of the leading tech and marketing platforms
Your growth partner, not a vendor.
Proactive daily updates
Clarity over complexity
Daily slack comms & weekly calls
Quarterly partnership reviews
Real time reporting dashboards
Executional in 2 weeks.
We don't spend months "onboarding." By end of week two, we're deep in your business — financials, channel data, creative — and the plan is already in motion.
Scalable Systems
Systems, not campaigns. We build growth infrastructure that compounds. Each phase of the Flight Plan feeds the next — so your unit economics get stronger every quarter, not just your ad account.
Ways of working
Proactive daily updates
Clarity over complexity
Daily slack comms & weekly calls
Quarterly partnership reviews
Real time reporting dashboards
Official partners of the leading tech and marketing platforms
Business results over in-platform performance
P&L-level strategy, SKU-level intelligence. We measure contribution margin, MER, nMER, ACoS, CLTV and repeat rate.
Your growth partner, not a vendor.
We don't operate on deliverables. We operate on outcomes. When the business needs something, we move — no scope negotiations, no change orders, no waiting in a ticket queue.
Your growth partner, not a vendor.
Proactive daily updates
Clarity over complexity
Daily slack comms & weekly calls
Quarterly partnership reviews
Real time reporting dashboards
Business results over in-platform performance
Proactive daily updates
Clarity over complexity
Daily slack comms & weekly calls
Quarterly partnership reviews
Real time reporting dashboards
Official partners of the leading tech and marketing platforms
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Blog
(07)
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Blog
(08)
Insights
Thoughts, ideas, and perspectives on brand building & growth marketing.
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FAQs
(08)
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FAQs
(07)
How We Work.
Answers to common questions about our process, services, and ways of working.
We work with 7 figure + brands, founder lead teams, & full marketing departments. The common thread - we work exclusively with fashion, apparel & lifestyle brands allowing us to truly understand the nuances of how to profitably grow brands in these vertical.
Our core services include growth strategy, creative strategy, ad development, media buying, retention, lifecycle marketing strategy & full email design. We often work across multiple touchpoints to ensure consistency and cohesion in everything we do, falling under two distinct capabilities/outcomes: customer acquisition and/or customer retention
We price based on our capabilities. Customer Acquisition & Customer Retention. There is a discounted fee for both. Customer Acquisition includes growth strategy, performance creative, media buying, ad development. Customer Retention includes 360 email/sms strategy, email design, deployment. The full scopes and fee structures are listed above.
We are top heavy by design. We have no B team. Our goal is to be the best, not the biggest, which means we go deep with every client. That shows up not only in our results, but in the service and experience our clients have with us. We aim to be your growth partner, not a vendor or service provider.
We have teams in LA, Miami, Manchester UK, and Asia. We manage clients across the globe, operating in US, UK, EU, Asia, and AUS markets. Our communication strategy is set up to support this global footprint.
We typically take on full-scope projects to ensure cohesion and quality. However, if you have a smaller need that aligns with our approach, we’re open to discussing it.
As many as it takes to achieve the outcomes we are looking to deliver. We do not price ourselves or operate on a deliverable basis. We deliver outcomes. We price ourselves and operate in a way that allows for fluidity therefore in what is required tob achieve those outcomes.
We work with startups, established brands, founder lead teams, & full marketing departments. The common thread - we work exclusivley with fashion, apparel & sports brands allowing us to truly understand the nuances of how to profitably grow brands in this vertical.
Our core services include growth strategy, creative strategy, ad development, media buying, retention, lifecycle marketing strategy & full email design. We often work across multiple touchpoints to ensure consistency and cohesion in everything we do, falling under two distinct capabilities/outcomes: customer acquisition and/or customer retention
We price based on our capabilities. Customer Acquisition & Customer Retention. There is a discounted fee for both. Customer Acquisition includes growth strategy, performance creative, media buying, ad velopment. Customer Retention includes 360 email/sms strategy, email design, deployment. The full scopes and fee structures are listed above.
We are top heavy by design. We have no B team. Our goal is to be the best, not the biggest, which means we go deep with every client. That shows up not only in our results, but in the service and experience our clients have with us. We aim to be your growth partner, not a vendor or service provider.
We have teams in LA, Miami, Manchester UK, and Asia. We manage clients across the globe, operating in US, UK, EU, Asia, and AUS markets. Our communication strategy is set up to support this global footprint.
We typically only take on retainer based agreements, the minimum engagement term is 3 months.
As many as it takes to achieve the outcomes we are looking to deliver. We do not price ourselves or operate on a deliverable basis. We deliver outcomes. We price ourselves and operate in a way that allows for fluidity therefore in what is required tob achieve those outcomes.
We work with 7 figure + brands, founder lead teams, & full marketing departments. The common thread - we work exclusively with fashion, apparel & lifestyle brands allowing us to truly understand the nuances of how to profitably grow brands in these vertical.
Our core services include growth strategy, creative strategy, ad development, media buying, retention, lifecycle marketing strategy & full email design. We often work across multiple touchpoints to ensure consistency and cohesion in everything we do, falling under two distinct capabilities/outcomes: customer acquisition and/or customer retention
We price based on our capabilities. Customer Acquisition & Customer Retention. There is a discounted fee for both. Customer Acquisition includes growth strategy, performance creative, media buying, ad development. Customer Retention includes 360 email/sms strategy, email design, deployment. The full scopes and fee structures are listed above.
We are top heavy by design. We have no B team. Our goal is to be the best, not the biggest, which means we go deep with every client. That shows up not only in our results, but in the service and experience our clients have with us. We aim to be your growth partner, not a vendor or service provider.
We have teams in LA, Miami, Manchester UK, and Asia. We manage clients across the globe, operating in US, UK, EU, Asia, and AUS markets. Our communication strategy is set up to support this global footprint.
We typically take on full-scope projects to ensure cohesion and quality. However, if you have a smaller need that aligns with our approach, we’re open to discussing it.
As many as it takes to achieve the outcomes we are looking to deliver. We do not price ourselves or operate on a deliverable basis. We deliver outcomes. We price ourselves and operate in a way that allows for fluidity therefore in what is required tob achieve those outcomes.