The Teardown · Start here
Three weeks. One plan you keep.
Find the media spend that isn't working, in three weeks. Your media, creative and measurement, rebuilt as a 90-day plan you keep either way.
How the three weeks run
Week 1
Gather
- Plans, contracts and fees
- Creative and briefs
- Platform and data access
Week 2
Diagnose
- Mix against goals
- Creative against platform
- Measurement gaps
Week 3
Plan
- Findings ranked by dollars
- A 90-day plan
- Planned or managed path
You get
A scorecard, ranked findings and a 90-day plan, with a planned or managed path from there.
What the scorecard looks like
Illustrative example for a brand spending about $15MM a year in media, not client data. Your scorecard ranks every finding by dollars at stake.
For
CMOs who want an independent, senior read on the plan, whoever runs it.
Who does it
Justin Webster, former VP of Media & Creative Strategy at Monks, who helped launch the Albertsons Media Collective retail media network. See the General Motors, YouTube and Albertsons cases.
How I think
Every plan starts as a brief you can say out loud. Three examples:
Loved in the aisle, invisible on the digital shelf.
People don't search for a challenger by name. They search for the craving.
Own the craving, not the keyword: creative and retail media built around the moments people snack.
New-to-brand buyers, read against holdout stores.
Buyers research for months, then decide in a weekend.
The test drive is the real brand film. Everything else should earn it.
A YouTube story that ends at a booked drive, sequenced by where each market sits in the cycle.
Cost per qualified test drive, market by market.
Heritage reads as old to drinkers under 35.
They don't want history. They want a story to tell at the bar.
Creator-led rituals that turn the brand's past into tonight's order.
Share of on-premise orders in target markets.
Illustrative briefs written for this site, not client work. Narrative first, then the number that proves it.
Questions
What does it cost?
Teardowns from $9.5K. The fixed fee is agreed on a 20-minute scoping call, before any work starts. The full Teardown fee is credited to any engagement signed within 30 days.
What do you need from us to start?
Your current plan, last quarter's results and a candid conversation about where results are stalling. NDAs welcome.
Who does the work?
I do, personally, start to finish. You get the senior person on every call, media and creative under one plan, and a fixed price instead of hours and layers.
What happens after the three weeks?
You keep the 90-day plan either way. Run it yourselves or with your agency, or I can manage it with the platforms directly.