Did I completely forget I had MagicBrief and open it up and proceed down the #ugc rabbit hole? Yes, yes I did 🤓

The single stupidest concept in all of marketing (in a strong field) is that "brand" is a channel or a content format. The endless, ridiculous back and forth between brand and performance marketers is so dumb Tell engaging stories in places where your audience pays attention

Most online marketing discourse comes from a bunch of agency charlatans trying to use complexity to justify fees. It doesn't have to be that way, ideate broadly, test quickly and cheaply in front of the right audience, and scale your winners to the moon.

Good example here of the performance side not working. This is good insight into marketing teams, but because it does not follow the best practice engagement bait hook structure of X, it will do shit numbers.

How Recess Achieved 233% MoM Growth by Scaling Creative with MagicBrief 🔮⚡️ “We currently have a smaller team than in the past, but we’ve had the biggest month we’ve ever had on our DTC channels which speaks to how MagicBrief allows us to be a lot more efficient” - Jack Conroy

For most businesses creative is all that matters. Meta & Google have made ad buying a commodity. The world of complex account structures is a tool for agencies to justify cost. Scale good storytelling is the challenge, and it will be for the foreseeable future.

The measurement work that underlays the narrative that performance advertising does not drive brand is built off search + world's shittest display ads done by agencies of dinosaur FMCG brands. Anyone seen research on good work building brands? Or do we need to make it happen?