Services
Solutions for Brand Marketing Organizations
Tailored for PE-backed, mid-market, and enterprise consumer brands.
As marketing budgets come under greater pressure and scrutiny, while expectations for growth continue to rise, we act as your independent media and commerce growth partner.
We align your investments with business context to improve the quality of investment decisions, strengthen accountability with the CFO, and unlock greater growth from existing spend. Our services focus on where that impact is most tangible:
01
Smarter Media Budget Allocation & Portfolio Management
Whether managing A&P, PFME, or reclassifying select items into Trade to meet JBP-driven quotas, we analyze business context and data models to simulate investment scenarios to help allocate an appropriate budget to achieve brand objectives. Because budget allocation is a brand’s single most effective optimization lever, and often overlooked, we help marketers improve budget effectiveness in practical ways that:
Prevent Over-Diversification or Concentration
Avoid spreading investment too thin across brands or initiatives. Reduce fragmentation to improve consumer reach and avoid wasted spending in markets where consumers cannot buy the SKUs. At the same time, pressure to invest more with key customers can cause brands to overweight investment allocation to eCommerce or retail media at the expense of broader brand-building.
Discover Hidden Capital
Identify latent and underutilized value in media plans, flowcharts, MSAs, Upfronts, and JBPs to unlock budget-neutral funds for reinvestment in true working media and growth across the portfolio.
Defend Budgets Against Cuts
Implement proactive hedges, P&L payback calculators, and rolling liquidity reports alongside business and finance partners. Demonstrate the short- and long-term impacts on sales, market share, and brand health. Protect team productivity and morale from the “death by a thousand changes” cycle, which start with cuts after Q1, only to request reinvestment of Q4 favorability when quality opportunities are sold out.
02
Retail Media, eCommerce, & Omnichannel Integration
Break down the silos between “upper-funnel” brand media and “lower-funnel” commerce such as sponsored product ads, offsite retargeting, and in-store shopper marketing networks. To make that integration actionable, we focus on three high-impact priorities:
Unify Retail Media Performance Measurement & Reporting
Replace fragmented, department-specific reporting in various formats and frequencies with a unified measurement framework focused on marketing impact, not just platform KPIs. Gain essential guidance to evaluate the metrics that matter — true lift, attribution windows, incrementality, halo sales, and more. We design reporting systems that move beyond metrics like impression delivery, CTR, and iRoAS to show how investments drive marketing outcomes, incremental ROI, and the financial performance measures that matter to brand, sales, and finance leaders.
Campaign Overlap Analysis
Audit where managed-service retail media campaigns duplicate audience targeting already being bought directly through self-service across the same social, digital, and CTV platforms. This analysis helps improve allocation decisions, reduce redundancy, and ensure investments work harder across channels.
Shift to a Team-Winning Mindset
Replace fragmented structures and competing incentives across eCommerce, Commercial, Shopper, Digital, and Marketing with a more unified operating model. We help teams move beyond traditional “supplier-customer” friction toward a balanced, mutually beneficial partnership that enables more effective collaboration on Joint Business Plans (JBPs), both internally and with Retail Media Networks (RMNs) and Retail Delivery Networks.
03
Media Agency Performance Management
Ensure your agency partners are structured for maximum effectiveness, collaboration, and accountability through core drivers of performance:
Plan Scans
We independently assess whether media plan strategies, tactics, and buying logic are truly configured to achieve the campaign objective. Beyond reach and frequency or channel mix checks, we analyze advanced aspects like impression delivery against priority audience segments to identify risks before launch — including when campaigns meant to drive household penetration or new-to-brand buyers over-optimize bidding toward existing buyers, which may result in favorable RoAS or volume sales but fail to deliver share gains. We then recommend practical adjustments so plans, and their measurement approaches, are optimized to deliver the outcomes they were built to achieve.
Relationship Health Coach
We help clients and agencies identify and resolve the structural, operational, and commercial issues that limit partnership effectiveness, using practical approaches such as:
Ways of Working
We optimize workflows and systems across briefing, planning, implementation, and reporting to reduce friction, shorten the planning cycle, and improve team effectiveness. Along the way, we assess both client-side and agency-side motivators and operational drainers, then help establish shared guiding principles and stronger knowledge-sharing practices to create a more agile, aligned partnership.
Commercial Realignment
We evaluate remuneration models and align scope of work with your strategic growth priorities. We also develop practical solutions to help attract and retain the right resources on your account improving client and agency satisfaction, collaboration, and output.
Pitch vs. Fix
We provide an objective, independent assessment of whether it is more constructive to launch a costly competitive review and pitch or strategically course-correct and optimize your existing agency relationships.
04
Sports, Entertainment & Media Partnerships
Go beyond campaign planning cycles and “spots and dots” to build distinctive brand partnerships that sustain audience salience and engagement while delivering stronger commercial return. We help brands integrate sports, lifestyle, and entertainment partnerships across marketing, media, social, and retail so these investments work harder across the full ecosystem.
Sports, Entertainment, & Media Sponsorship Deals and Implementation
We forge unified, high-impact partnerships that unlock hidden value for both marketers and rights holders. Our team architects multi-year deals that align brand portfolios with highly engaged, premium audiences at scale. While brands and rights holders invest significant resources to secure these deals, teams often underestimate the implementation challenges — from activating internal champions and managing hospitality packages to measuring success effectively. We turn partnerships into high-ROI assets by bridging the gap between cross-functional stakeholders, agencies, rights holders, media partners, brand strategy, and cultural relevance.
Case Study
Challenge
Provide an alternative to advertising campaigns for “always on” brand salience; integrate brands into culture.
Actions
Spearhead the research, negotiation, strategy, and execution of a foundational marketing partnership with a top collegiate athletic conference.
Outcomes
Secured multi-year exclusive category sponsorship, dominant brand integration across media, in-venue platforms, earned and owned touchpoints, retail pass-through rights, NIL extensions, and unique partner introductions for commercial and corporate reputation initiatives.
Sponsorship Restructuring
When existing or legacy partnerships face procurement stalemates or diminishing returns, we restructure the deal architecture. This could potentially include selling and trading latent or underutilized rights.
Case Study
Challenge
Rescued a disputed flagship sponsorship with a premier global sporting event to de-risk loss of global celebrity brand ambassador.
Action
Engineered a financial solution to shift the disputed fixed-fee increase into a bespoke, working-media celebrity influencer program, satisfying internal metrics while unlocking new digital reach.
Outcomes
Reset the relationship from transactional to partnership and circumvented a half-million-dollar procurement impasse.
Integrate Media and Entertainment IP with Brands
To help brands connect more meaningfully with culture, we guide them through the licensing, creative, and operational requirements needed to embed media and entertainment properties into digital and physical consumer touchpoints.
Case Study
Challenge
Help a large challenger brand “punch above its weight” by finding the next relevant entertainment property for its seasonal offering.
Actions
Established relationship with leading entertainment company and proposed an integrated approach across licensing, consumer marketing, and its soon-to-launch advertising platform.
Outcomes
Brand licensing and physical integration of global pop-culture streaming IP into product packaging to drive earned media, consumer engagement, and top-selling SKUs. Also integrated the activation into media planning and buying, as well as owned and earned media initiatives.