A well-targeted ad pointed at a message nobody wants still fails. That's the part most agencies skip past, because positioning is harder to sell than a media plan.
Before a dollar of spend goes out, the real question isn't "which platform" — it's "why would someone actually buy this over the next option they'd consider." If that answer is fuzzy, no amount of targeting fixes it. You're just paying to find out faster that the message doesn't land.
Positioning isn't a tagline exercise. It's the specific, defensible reason someone picks you — and it's what makes the ad worth clicking once it gets in front of the right person.
That's the order we work in: the case for why someone buys, then the spend that gets them to look. Not the other way around.
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