Most marketing budgets are built to protect performance. We design them to create advantage.
The traditional 70-20-10 model prioritises what already works. That's safe - but it rarely produces breakthrough growth. We use a flipped 70-20-10 framework: a discovery-weighted strategy built for brands operating in fast-moving, AI-influenced markets.
OPTIMISED FOR EFFICIENCY.
Optimised for discovery.
Fresh concepts. Bold creative. Emerging channels. Structured discovery designed to uncover what scales next.
Structured testing. Creative refinement. Controlled scale. Turning early traction into reliable return.
Commercially validated ads and audiences. Protecting baseline revenue whilst growth is built elsewhere.
In the AI era, algorithms optimise for what already exists. They are built for efficiency, not discovery.
Our framework forces the algorithm to find new pockets of demand by systematically feeding it "high-variance" signals. We aren't just buying ads; we are training your account's AI to recognize your next 10,000 customers before your competitors do.
A systematic approach to moving from exploration to scale.
We identify where your current budget is stagnating in "performance protection" and reallocate to discovery.
Launch high-variance creative tests designed to trigger AI learning phases in new market segments.
Winning signals move to the 20% validation tier for refinement and structured scaling tests.
Validated winners become your new "Proven" 10%, replacing decaying legacy campaigns.
By flipping the model, you stop competing for the same 1% of the audience as everyone else. You build a machine that finds new customers before they become expensive.