The cost of silos
Most brands run strategy, media, creative and web through four different partners. Every handover loses context and every context loss costs money.
One team, one dataset
When the same team owns positioning and paid media, the feedback loop closes in days rather than quarters. Creative testing informs strategy, and strategy sharpens spend.
What to measure
Start with contribution margin, not impressions. Then work backwards to the channel level.
Getting started
Audit your current partners, map where context is lost, and consolidate the two functions that argue most.