Happy Sunday, Everyone! I hope you’re all enjoying playoff baseball and the first weekend of Q4! I just returned from Groceryshop (an absolutely wonderful show) and am off the road for a few weeks – then it’s back to Vegas, California & Boston for a series of events focused on Senior Living, Legal & Tech. We’re back with the second half of the Meta Ads Audit Guide. Last week’s issue dove deep into the side of Meta most marketers skip: the foundation. We talked about understanding the business...
22 days ago • 28 min read
Happy Sunday, Everyone! I trust you’re enjoying the first real hints of fall - the cooler mornings, football weekends and the final few days of Q3 (hard to believe October begins this week). For most brands, the next 90 days will decide how 2025 ends. And for those brands, Meta remains the single most powerful lever available to them finishing what has been a volatile, unpredictable and all-around rough year strong — but only if the account is set up and managed the right way. In the past few...
29 days ago • 20 min read
Happy Sunday, Everyone! I spent much of this past week in Chicago (it was surprisingly nice…) at ShopTalk Fall. While there, I had the opportunity to share the stage with two fantastic marketers - Nick Hasselberg of Every Man Jack and Lauren Price of COS - for a discussion on Winning Brand Expression Across Platforms. That session had an exchange about both the purpose of marketing and how it ought to be evaluated…which dovetailed nicely into the topic I wanted to write about this week: what...
about 1 month ago • 18 min read
Happy Sunday, Everyone! I hope you’re all enjoying the start of fall – the leaves are changing, football is back, conference season is upon us (well me) and Thanksgiving is 74 days away (yes, really). Over the next six weeks, I’ll be speaking at 6 different events - starting with ShopTalk this coming week in Chicago, then BrightonSEO San Diego/HeroConf, GroceryShop, Senior Living Innovation Forum, ClioCon and Senior Care Marketing & Sales Summit. If you’re attending any of those, don’t be a...
about 1 month ago • 15 min read
Happy Sunday, Everyone! I hope you’re all enjoying the first weekend of fall – football is back, PSLs are everywhere, leaves are even falling here in Maryland. And, as happens most years, the return of fall has also heralded a return of many clients / brands who were away for the summer, all locking in (to borrow a Gen-Z term) for end-of-year sprint. Needless to say, it’s been busy. Much of the focus (understandably) from clients (current and potential alike) over the last week-plus has been...
about 2 months ago • 14 min read
Happy Sunday, Everyone! I hope you’re taking some well-deserved time to step away from the inbox, close the ad account, recharge and enjoy the last rays of summer before the NFL season (Go Birds), Q4 planning and (yes, really) 2026 arrive. This summer has been one of the busiest in recent memory for me – travel, events, new business, client meetings, hiring…it’s felt like a non-stop, perpetual whirlwind. To bring some order to my chaotic calendar, one of the things I’ve started to do is bring...
about 2 months ago • 24 min read
Happy Sunday, Everyone! I hope you’re squeezing the last bit of joy out of summer, whether that’s family time, travel, or just a cold drink in the backyard before back-to-school + the September chaos arrives. If you didn’t read last week’s issue, I highly suggest starting there. The big takeaway is marketing budgets aren’t expenses; they’re investments. And the way most marketers treat them (monthly caps, neat allocations, spreadsheets that look tidy but kill growth) is the #1 reason why far...
2 months ago • 24 min read
Happy Sunday, Everyone! I hope you’re all enjoying the August sun and (hopefully) getting in some well-deserved and much-needed rest/relaxation/family time, before the back to school and the end of Q3 kicks into high gear. For this week’s issue, I want to discuss a topic that I spend an inordinate amount of time thinking about, but I almost never hear discussed: advertising investment strategy + capital allocation. If you read that last sentence and thought, “I have no earthly idea what he’s...
2 months ago • 23 min read
Happy Sunday, Everyone! I hope you’re all enjoying the final few weekends of summer – it’s hard to believe that Labor Day is on the extended forecast, back to school is in full swing (it seems like graduation was just yesterday) and the NFL season is only weeks away (Go Birds). Over these past few weeks, I’ve found myself thinking more about the implication of AI in the advertising/marketing industry going forward - and one conclusion I can’t shake is this: The value of taste will increase...
3 months ago • 12 min read