MARKETING
Integrated Marketing
We start from the structure of the business, not from a tactic.
The job of marketing is to grow revenue and profit. Whether the bottleneck sits in advertising, in conversion, or in the product itself differs from business to business. We don't draw lines around disciplines. If growth requires building a data foundation, shipping software, applying AI or launching a new service, we go that far.
What we provide
- Marketing strategy and overall direction
- Advertising, online and offline
- LPO / CRO, SEO and content, affiliate design
- Social and email CRM
- GA4 and GTM design, conversion tracking
- BigQuery integration and dashboards
- UX and funnel design, CRM design, monetisation design
- Planning and development direction for sites and tools
- Launching new services and business lines
The same people carry the work from top to bottom
When one firm writes the strategy and another executes it, intent leaks away in the handover. We stay across it — from setting priorities against the numbers and the stage of the business, through to the day-to-day improvements. Our founder came up as a CMO on the client side, so the experience underneath this is making numbers inside a business, not advising from outside it.
We break revenue into three before doing anything
Spending without identifying the constraint doesn't improve return. More often than not, conversion work pays off before more advertising does. Chasing cost per acquisition alone starves a business, so we prioritise lifetime value over short-term efficiency.
Traffic
paid, SEO, social, referral and affiliate. How many people you reach
Conversion
landing pages, sign-up flow, offer design. What share of them act
Lifetime value
order value × frequency × duration. What one customer is worth
We don't stay inside digital
Paid search and SEO, of course, but also directing offline media such as transit advertising, building trust before sign-up through seminars and video, and — for businesses with physical locations — how each location reads its numbers. We pick the route the business can actually grow along, rather than defending a channel.
We'll build it if building is what's missing
If the constraint is a site or a tool that doesn't exist, we take it from concept through development direction. The same goes for launching a new service. Where a data foundation or software has to be built, we go that far.
Who and what come before how
We think of marketing as an extension of one-to-one selling. Whatever you'd say to convince a single person, the question is how to do that at scale. So the first thing we settle isn't the tactic — it's who we're reaching and what we're offering them. Put simply, the job is creating the want.
RESEARCH / 3C
Find where the opportunity is
Put the market, the competition and your own business side by side, and work out where you can actually win.
STP
Decide who you are talking to
Segment the market, choose who to go after, and decide how you want to sit in their minds.
4P
Build how you reach them
Only here does the conversation become about specific tactics.
- Product
- Price
- Place
- Promotion
Don't start at the 4Ps. Skip the first two and you get more tactics, not better ones.
The number of moves you have depends on the raw material
When ideas stop coming, what is missing is usually not creativity but input. Raise the resolution on these five and the angles multiply on their own. The first two are where it starts.
Customer understanding
interviews included: who values what, and why
Your own numbers
current performance, broken out by channel and by segment
Market and outside forces
what is shifting in the world, tracked continuously
The company's will
what the business is actually trying to achieve, and why
The people involved
what those around the work are trying to do, in their words
How we usually proceed
What we actually do depends on the problem in front of us. That said, the sequence below is common to every engagement.
- 01
Get the measurement working
First we make sure the numbers can be trusted. Iterating on broken measurement takes you confidently in the wrong direction. GA4 and GTM design, conversion tracking, visibility by channel and by location. We start from being able to see what money went where, and what it did.
- 02
Set the growth strategy, and decide what not to do
We break revenue into traffic, conversion and lifetime value, and find where the constraint sits. Resources are always finite, so deciding what to prioritise — and what to drop — is the heart of the job. When budget is tight, we weight the bottom of the funnel, closest to the sale.
- 03
Stack up initiatives, one at a time
We don't swing for home runs. We ship at eighty percent, run small tests, expand what shows promise and formally stop what doesn't. Repeating that raises the batting average. Speed of iteration matters more than a perfect plan.
- 04
Go into the product side when it's needed
When the ads improve and the numbers still don't move, the cause is almost always outside acquisition. The offer isn't defined, the sign-up flow is too complex, price and value don't line up. If that's where the problem is, we go there, hands on.
Selected work
Industries and company sizes vary widely. We keep this page to what can be shared publicly, so only the sector and an outline of the work appear here. We're happy to go into specifics privately.
- D2C / EC
- Growth
- CRM
Lifestyle D2C e-commerce
Involved in growth across the whole business, from launch onward for several years
SITUATION
There was no marketing organisation and no programme in place when we started.
The product was a difficult one to buy online, so the starting point was opening up a market with no existing purchase habit.
WHAT WE DID
- Standing up paid media, then improving channels and creative continuously
- Designing campaigns and mapping them onto an annual calendar
- Designing and running CRM, centred on email and LINE
- Breaking down purchase data to separate entry points that lead to repeat from those that don't
- New business
- Crowded market
- High ticket
High-ticket online service with a long consideration cycle
Redefined who it was for and what it offered, and got acquisition working again
SITUATION
A new business in a crowded market, where acquisition stalled after launch.
Every lever being pulled sat inside advertising, and it was never settled who the message was for.
WHAT WE DID
- Revisiting the core strength and proposition from the ground up
- Rebuilding the landing page and refreshing ad messaging
- Designing video and seminar paths that build trust before sign-up
- Extending into offline advertising direction
- New business
- Web build
- Data
Booking and application web service, new business
Rebuilt the information architecture so the business could grow on its own
SITUATION
We started just after launch, with neither the site structure nor the proposition settled.
The scheme was complex and users couldn't work out what was in it for them. There was plenty of information, but not the information needed to decide.
WHAT WE DID
- Directing and building the site, from information architecture through implementation
- Designing and building a simulator so users could price their own situation
- Producing the detail pages and auditing the underlying price database
- Launching an owned media property and writing for it
- Local acquisition
- Agency management
- Dashboards
Multi-location service business
Opened up an agency-run black box so decisions could be made on evidence
SITUATION
A weak in-house marketing function meant the agency ran everything. Nobody could see what was spent where, or what worked.
Each location read its numbers differently, so nothing could be compared across the company.
WHAT WE DID
- Taking overall charge of marketing, from strategy through managing the delivery structure
- Auditing agency management, including reporting granularity and operating policy
- Building a company-wide dashboard showing performance by channel and by location
- Broadening acquisition so the business was not dependent on paid media
Healthcare subscription service — full digital marketing through launch: strategy, KPI and measurement design, paid media, CRM scenarios, landing page iteration
Luxury hospitality brand — initial build and monthly operation of a LINE official account, with messaging that holds the brand's tone
Overseas brand entering the Japanese market — project management, Japanese localisation and adaptation to local business practice
Community and school operator — marketing lead, including landing page development, diagnostic content and teaching
There is further work we can't list here, including proposals for public-sector programmes and inbound tourism design.
Other services
In Taiwan or in Japan. Let's take the first step together.
You don't need a fixed plan to get in touch. Tell us where things stand and we'll work out where to start.
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