This is The Answer.

Here goes… As I step into my 10th year at IMI (with nearly a decade on the agency side before that), I’m both bubbling over with excitement and burying the butterflies as I share that over the past two years I’ve been quietly, methodically, persistently building something brand new.

Before I dive in, some relevant background… For the last decade, alongside my mentor, dear friend, and co-conspirator Don Mayo , we’ve helped guide thousands of marketing decisions big and small. We’ve been active, devoted students of the game - capturing, testing, and investing hard-earned dollars to learn from brands across the globe. We’ve seen the best of the best, the worst of the worst, and everything in between, concluding that if we focused on one essential piece of the marketing puzzle, a seismic shift could be made - and that we could fuel that change.?

As partners, we’ve witnessed the disconnect between insight and application and identified small tweaks that can have significant impacts. We understand how essential it is to ask the right question and discovered too much untapped potential. As consultants, we know that ~40% of campaigns are destined to fail before they leave the studio, with ~70% failing to return a meaningful ROI once in market. It doesn’t have to be that way – it could be so. Much. Better.

So, armed with a growing playbook of fact-based best practices, thousands of case studies, and over a million consumer voices and counting – we’re energized by possibility, backed by a trusted methodology, and holding our work accountable. We challenged ourselves to do better, and we’ve proven it’s possible. Our machine can align, rally, fuel, empower, and maximize. It’s been designed to achieve what I always set out to do – dig deeper, reach higher, uncover possibilities, and maximize the potential for success. Every time. With no ambiguity, no egos, and no opportunity costs. Simply put, it’s better by design.

This is The Answer.

A proud member of the IMI family of companies, The Answer officially launches today. Much more to come – including details on how we’ll be giving back through four pro-bono cause-based relationships over the next six months. In the meantime, I’d love to connect - virtually or in-person, over a coffee, lunch, or walk, shoot me a DM and we’ll find a good time.

Flipping the switch today is the culmination of countless hours, painstaking care, love, and dedication to a cause ready to meet the world. It’s a calculated leap of faith. One rooted in the knowledge that at the center of art and science, abstract and strategy, possibility and proof – that’s where I exist. It’s who I am, and this is a huge chance to make a real difference in the marketing world and far beyond.

I owe a giant debt of gratitude to everyone who has helped me get to today, it really does take a village. Onward, and upward we go!