Paid and owned media across eight platforms and three markets. We don't spend until the data says to. We don't stop testing until the returns say we should.
Most agencies decide on the creative before they understand the audience. They commission the ad, put it in front of people, and wait to see what happens. We start with the signal — what the data says about who your customer is, what they respond to, when they're most likely to convert, and what makes them stop scrolling. The creative brief comes after the data brief, always.
The second thing most paid media agencies get wrong is treating a launch as a finish line. Every campaign that goes live is a data collection event. You launch to learn, then you optimise, then you scale. The brands that compound their returns are the ones whose agencies treat testing as a permanent state, not an opening phase.
And the third: treating ₦ budgets and £ budgets as the same problem. A ₦100,000 Meta campaign in Lagos has completely different CPM dynamics, audience behaviours, and creative requirements to the same budget in pounds in London. We don't apply the same playbook to different markets and expect the same results.
Every platform requires a different creative language, a different bidding approach, and a different measurement framework. We run all of them — and we plan them as a single, coordinated system, not as eight separate campaigns fighting for the same customer.
The first four stages get the strategy right. Stage five is where the work actually happens — and it never really stops. Every campaign that goes live becomes a source of learning for the next iteration.
Every paid media engagement produces three distinct campaign approaches — not three versions of the same idea, but three genuinely different philosophies for how the budget gets deployed. Each has different risk, different return characteristics, and different implications for how the brand grows. You choose based on where the business is, not where we think it should be.
The difference between a wasted ad spend and a working one isn't creative quality. It's whether the creative was briefed from data in the first place. We don't look for a great idea and then put it in front of an audience. We find out what the audience responds to and then build the creative around that signal.
Every campaign produces data. We use all of it. Engagement rates, scroll stop ratios, sentiment on comments, search query reports, audience overlap analysis — these tell us not just what's performing, but why. The brief for the next creative cycle is written from the last campaign's data, not from instinct.
The result is a system that gets more efficient over time, not less. Most campaigns degrade — audiences fatigue, costs rise, returns fall. A properly built iterative system compounds: each cycle builds on the last, the audience understanding deepens, and the creative gets sharper.
OOH and digital aren't competing channels. They're complementary moments in the same customer journey. A billboard a customer walks past on their commute, retargeted on their phone that evening — that's a sequence, not a coincidence. We plan both.
We plan, buy, and produce outdoor media across Lagos, London, and New York — from large-format highway billboards to transit advertising, ambient installations, and digital OOH screens. Every OOH placement is planned against the digital campaign it's amplifying.
Paid & Owned Media · Growthhive
Book a 30-minute call. No media plan required — just tell us what the business needs to do, and how much you have to do it with.