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Most brands are quietly killing themselves with growth hacks. Swapping button colors, chasing this week's ROI, discounting to hit the number.
Duncan, Strategy Lead at Pilothouse, makes the case that this is the worst creative strategy there is, and walks through what actually builds a brand that lasts.
Duncan runs strategy at Pilothouse, where brand and performance are treated as one system instead of warring departments. He explains why Meta's Andromeda shift is quietly ending the era of high-volume AI slop creative, and what replaces it.
What you will learn:
- Why the growth-hack mentality leads to a discount death spiral and erodes brand value
- What Meta's Andromeda infrastructure changed, and why it forces advertisers toward thoughtful creative over high-frequency iteration
- How to integrate brand and performance instead of picking one
- Why siloed agencies fight over attribution while the customer journey falls through the cracks
- The one question to ask any agency before you hire them: "Where will growth come from this year?"
Who this is for: DTC founders, brand and growth leads, and anyone choosing between agencies or trying to make brand and performance work together.
What to steal: the agency-selection test. If a partner can only answer with optimizations, they are a vendor. If they can tell you where growth comes from this year, they are a strategist.
Timestamps:
00:00 Why Growth Hacking Is Breaking Brands
03:00 Meta Andromeda Changed Creative Strategy
06:00 The Problem With Optimizing Only for ROAS
12:00 Building Customer Journeys Beyond Attribution
20:00 Measuring Channels by Their Actual Job
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Watch this interview on YouTube - https://dtcnews.link/video
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