Paid media, run by whoever built the account.

Every paid account we run has exactly one person accountable for it — the practitioner who built the campaign structure, who reviews pacing daily, and who is the one who answers when something moves. That person decides bid strategy changes, approves creative rotation, and reallocates budget across platforms without a sign-off chain, because the alternative — routing every decision through someone who has to relay it — is measured in days, and paid media moves in hours.

We split spend across platforms deliberately, not evenly. Each engagement starts with a small, time-boxed test across the platforms plausible for the category, and budget consolidates toward whichever one clears an agreed cost threshold first. Platforms that do not clear the threshold are cut, not kept alive at a token spend level to preserve optionality — token spend produces noisy data that makes the next quarter’s decision harder, not easier.