#agencies

4 notes tagged “agencies”.

• Creative hit rate — what the spend data says and why Barry Hott calls it misleadingAd creative is a hits business — CTC's 504-store / $3.35B Meta dataset shows only 24% of ads ever spend $100, 7.2% reach $1K, 1.8% $5K and 0.9% become "whales" (≈1 in 100); Motion's 550K-ad study finds ~5% real winners — plus Barry Hott's case that a binary hit rate (or one judged on CPA/ROAS) pushes teams to safe iterations, and that sources should be judged by the spend their ads carry.
• Planning Meta creative volume, budget and teamWork backward from the financial model to a testing budget and a monthly number of new concepts (Zach Stuck), how Mars Men runs 5 agencies + internal pods with a pillar each, the 10×-retainer agency rule, first hire = copywriter-turned-creative-strategist, and why creative velocity beats raw volume.
• Running several creative partners and keeping a creative culture that avoids samenessLessons from Barry Hott's founders' roundtable (The Perfect Jean, HelloTushy, Flakes, Dara Denney) — keep at least one internal and one external creative source (The Perfect Jean runs four agencies, Laura Geller five), share the ad account openly instead of making agencies compete, avoid the "iteration loop" and brand-book homogeneity that flattened The Perfect Jean's results, treat every truth as valid for ~6 months, and give partners freedom plus a clear lens ("laughing or learning").
• Who to hire for organic UGC growth (and when to use an agency)The roles an organic short-form program needs — on-camera talent, a creative strategist, and in a full team a head of social growth, a creator manager/coach and a talent scout — why the "all-rounder" doesn't exist, and when an agency makes sense ($0 vs $50–100k/month).