Journal
Journal
What the field teaches us, without agency jargon.
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What Ramadan changes for brands
Every year, the same images: the overflowing table, the whole family, the golden light. Every year, the same fatigue from the audience.
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A creator is not a billboard
The comparison comes up constantly in meetings: "for that price we could buy this much outdoor." It is misleading, because it compares a surface to a relationsh
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Why we turn some campaigns down
We sometimes say no to a budget. Not on principle, but because a badly framed campaign costs more than it returns — and damages the creator carrying it along th
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Engagement rate has stopped meaning much
Campaigns are still sold on a percentage shown in a screenshot. The trouble is that the number adds up things that have nothing in common: a considered comment
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