Three competent suppliers, and nobody accountable for the number.
- Client
- Fieldnote
- Industry
- Home goods
- Engagement
- Full growth marketing
- Running since
- January, 6 months
- Channels
- Meta, Google, Email
Fieldnote had an agency on media, a studio on creative and a contractor on the store. Every one of them was good at the piece they held. None of them could be held to what happened at the bottom of the sheet, because none of them controlled enough of it.
- +29%
- Contribution marginchange
- 412
- Creative testedconcepts
- $6.4M
- Revenueperiod total
The challenge
A losing test took eleven days to become a new asset and another nine to reach a page that matched it. Three reporting formats arrived on three different Mondays, and reconciling them was a job the founder did on Sunday nights. The cost was not the retainers. It was the twenty day gap between learning something and acting on it.
The approach
One account, one owner
Media, creative and the store came under one team. Very little was rebuilt for its own sake. The work simply stopped waiting on somebody else's sprint.
Cut what was not paying
Two channels were holding budget on last click credit alone. We turned them off, watched the blended number hold, and left them off.
Report on margin
Reporting moved from revenue to contribution margin, which changed which products we were willing to buy traffic for at all.
The results
Revenue moved less than margin did, which was the point. Six months in, the same spend was buying customers on products that could carry the cost of acquiring them, and the twenty day gap was down to about three.
One team, one report, and one number the whole account answers to.
They rebuilt the creative and the landing page in the same week. In four years of working with agencies that had never once happened.