Insights

ARGUMENTS
WE WILL DEFEND

Opinion, not content marketing. Each of these makes a claim that could be wrong, and states it plainly enough to be argued with. There are no invented statistics in any of them.

AI & the agency model10 February 20266 min read
The Price of Execution Is Collapsing. Most Agencies Are Priced on Execution.
Generative AI has not made marketing cheaper. It has made a specific part of marketing — the part most agencies bill for — close to free. That is a different, and much harder, problem.
The network model4 March 20266 min read
The Generalist Agency and the In-House Team Are Failing for the Same Reason
Both models force a single organisation to be adequate at eight different disciplines. A network refuses that trade — and the refusal is the entire point.
Measurement & credibility15 April 20266 min read
Proof Is Now the Scarcest Signal in Marketing
When anyone can generate a persuasive claim in seconds, a persuasive claim stops being evidence of anything. What remains valuable is what cannot be generated.

The Price of Execution Is Collapsing. Most Agencies Are Priced on Execution.

The Generalist Agency and the In-House Team Are Failing for the Same Reason

Proof Is Now the Scarcest Signal in Marketing