Ballpoint.
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We helped build the swatch CPA framework that's still part of your measurement stack today. We grew the account and established a testing cadence that worked.
But creative direction was a friction point. There were too many voices in the sign-off process, and too many rounds of feedback before anything went live. The pace didn't match what either of us wanted.
We've thought carefully about what made it difficult, and this proposal is structured around fixing those specific things.
Our growth strategists are former heads of growth from scale-ups. They've managed Meta and Google accounts at your spend level and above. More senior, more autonomous.
We've built in-house MMM using Google's Meridian, plus Geo-lift testing and incrementality capabilities. A full-time data engineer joins in April 2026.
We now work across a range of structures: full service, strategy-only, creative-only, and custom packages. Not one-size-fits-all. We can shape the engagement around what you actually need.
You're targeting £6.9m this year, nearly double last year. You've launched The Hug Sofa to major press, expanded the showroom, and hired a graphic designer. The business is moving.
Your current agency is strong on big-brand strategy, but they're too slow and too rigid for your pace. They test creative for three months regardless of results. They build ads quarterly. Their analytics tools don't work with your stack.
Meanwhile, the scrappy UGC you're pushing for outperforms everything they've produced. Your best-performing ad is an iPhone shot with an ugly typeface. You know what that means: the platform rewards native, and you need a partner who thinks that way.
You've had no incrementality testing. No MMM. And ad fatigue is starting to hit your top performers.
Full ownership of Meta and Google. Campaign architecture, audience strategy, budget allocation, daily optimisation.
Customer research, creative briefs, testing frameworks, concept development. We write the briefs, you produce the assets.
Quarterly MMM*, incrementality testing, CM3 dashboards. Finally answer what's actually working and what isn't.
*Based on consistent hitting of £100k/month spend for 6 months+. Ballpoint are building technology to make this an automated monthly run.
Creative strategy brief based on account data, customer insights, and testing hypotheses. Detailed enough to produce from.
→A single designated person on your side reviews and approves the brief. One round of feedback, then it's locked.
→Your graphic designer and any external creators produce to brief. UGC, statics, video, whatever the brief calls for. We're not policing the output.
This structure keeps creative moving fast. It's how we make sure testing pace stays high and ad fatigue stays low.
One person on your side owns creative approval. One key point of friction last time was many heads making decisions, and we need a single point of ownership to have feedback summarised through.
Cozmo to handle production. The Cozmo design sensibility is something that from our perspective needs to be handled in house, and is not something we'd own.
In exchange for this structure, we're offering a discounted rate below our standard pricing.
| May | Jun | Jul | Aug | Sep | Oct | Nov | Dec | |
|---|---|---|---|---|---|---|---|---|
| Spend | £74k | £107k | £109k | £101k | £128k | £180k | £337k | £50k |
| Fee | £7.4k | £10.7k | £10.9k | £10.1k | £12.8k | £18.0k | £25.5k | £5.0k |
May to Dec total: ~£100k. Standard rate (12%/6%) would be ~£120k.
Confirm scope, sign agreement, share Meta and Google access. Designate your single sign-off person for creative.
Full account audit, historical performance analysis, customer research kickoff. Campaign restructure plan.
Campaign architecture rebuilt. First creative strategy briefs delivered to the Cozmo team.
Weekly experimentation cadence. First incrementality test. MMM build begins. CM3 dashboards live.
Reply to this email to confirm, and we'll send over a scope agreement.