Notes on talent, culture, campaigns and the business of influence.
Reach tells you how many people could have seen something. It tells you nothing about whether anyone was persuaded. Here is what we look at instead.
By Leah Banda · Head of Content
Losing access to a platform account is a business interruption event. Most creators only discover this after it has happened.
By Leah Banda · Head of Content
A vague brief does not give creators freedom. It gives them no way to be right, and no way for anyone to say whether the work succeeded.
By Leah Banda · Head of Content
A creator in Lagos and a creator in Nairobi are not interchangeable line items, and the campaigns that treat them as such tend to show it.
By Leah Banda · Head of Content
Rate-setting is the part of management creators find hardest to do for themselves. Here is the framework we use.
By Leah Banda · Head of Content
Creator-made assets for paid channels can outperform studio production. They can also quietly destroy a creator relationship if the licensing is wrong.
By Leah Banda · Head of Content
Management is attention. Beyond a certain roster size you are running a directory, not an agency.
By Leah Banda · Head of Content
Post-campaign reports have a credibility problem. The fix is agreeing the measurement before anything is made.
By Leah Banda · Head of Content
We write when we have something worth saying. Tell us where to send it.
