Memos
Things worth writing down about how this industry actually works. No newsletter, no gate, no download form.
What you are actually paying an agency for
A line-by-line reading of a standard retainer, and roughly where each rupee, pound or dollar of it goes before it reaches anything you can see.
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Where AI belongs in a campaign, and where it ruins one
The honest split between the work machines do better than people and the work they cannot do at all, written by people who use both every day.
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What should a marketing agency retainer actually cost?
There is no market rate, and anyone quoting you one is quoting their own staffing plan. Here is how to work out what your number should be, and how to tell whether the one you were given is defensible.
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In-house, agency, or freelance: the actual maths
A comparison written without a horse in the race, including the costs each model hides and the point at which each one stops making sense.
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