Oliver Duffy-Lee

Authority Agency

Website: https://www.authorityagency.co.uk

Welcome to the age of Thought Leadership.

Most B2B brands are drowning in a Sea of Sameness, unable to differentiate themselves from their competition.

And so they spend their time:

- Scrapping for low quality opportunities
- Unable to build an audience
- Failing to fill their pipeline
- Struggling to sign new clients 
- Pricing their services too low
- Stagnating and not growing
- Struggling to make pay day

The problem isn’t caused by lead generation, marketing or sales…

It’s a positioning problem.

Strong positioning will:

✅ Differentiate the business
✅ Attract high quality leads
✅ Convert them into high paying clients
✅ Grow the business month on month

And the strongest way to position in 2024?

Build Authority.

If you want help becoming the Go-To Authority Thought Leader in your space, book a call below:

https://content.authorityagency.co.uk/

Founder

World Products Ltd. 

Website: https://worldp.co.uk/

World Products Ltd. is the parent company of multiple online retail outlets. Since 2016, the WPL has expanded into foreign markets, as well as nurturing domestic growth. My primary achievements within this position so far have been:

► Steering the transformation of World Products from a low-margin online seller to a high margin e-commerce consultant.
► Driving all client acquisition efforts, steering a total company rebrand and instigating all marketing efforts.

Marketing Director

Kurogo

Website: https://www.kurogo.co.uk/

On a mission to create powerful personal brands for CEOs and Founders.

Helping one of the UK's most ambitious Personal Branding agencies to grow and scale internationally.

Advisor

CWA Creative Agency

I work with clients to create messages that engage their audience. The challenge for our clients isn't deciding how to reach their audience, it's knowing how to touch and move them. This is, and has always been, achieved with creative, simple and impactful messaging

Account Director

Account Manager & Show Producer

Founder of Authority Agency & Komms | 800+ Agencies Mentored | Previous clients include Volvo, Porsche and Unilever

We turn Agency Owners and their Agencies into Go-To Leaders in their space.

Hey, I'm Olie, and over the last 10 years I've built 2 agencies of my own, worked as CMO in 2, helped 800 more and sold to global clients like Volvo, Porsche and Unilever. 

I've now developed the Authority Agency system to help agency owners like you scale to 7+ figures.

If you’ve been growing your agency for some time, but feel like you’ve hit a brick wall, it's because: 

1. You can't generate high quality leads consistently
2. You're working in your agency, not on it
3. Low-paying legacy clients are tying you down
4. Your agency is not positioned authoritatively 

We remove these barriers to growth by: 

1. Attracting high quality leads with our proven plug & play system. 
2. Freeing up your time to work on the business. 
3. Implementing our industry authority blueprint
4. Giving you complete clarity on your positioning

The result? 

You can finally live the agency life you dreamed of...

High value clients see you as an authority and are willing to pay premium prices for your work. You never struggle to generate leads again. You convert, service and grow those clients with ease - without the 80 hour week sacrifice. 

You become an operator, not a slave to your agency.

And after helping 800 agencies, we've nailed this system down to a tee. 

Check out some of these results:

🚀 Sam grew 300% two years running since joining the program
🚀 Phil converted £150,000+ of business in 2 weeks
🚀 Ozzi doubled his MRR in 3 months 
🚀 Elle grew her MRR by 3000%
🚀 Claudiu smashed through $10k/month and signed a bluechip client
🚀 Shruti tripled her prices without changing her offer or delivery
🚀 Niall & Morgan increased their MRR by 50% in 3 months
🚀 John signed a monster $19k/month retainer in his 4th month

Book a free Agency Growth Audit here to see what's possible for your agency:

https://www.authorityagency.co.uk/contact-us

Biggest factor that determines if an agency will get to £1m+ / year …



I’ve worked with over 100 agencies closely and seen some of them scale from £0 to £1m/year.

And all of those that managed it had one thing in common…

The Founder can consistently find and sell to clients.

They can generate new business out of thin air.

Doesn’t mean is the Founder a relentlessly pushy, closer sales person…

It means the Founder is smart enough to spot and convert opportunities regularly.

Once you get past £1m AR there’s a whole new skillset required.

But getting to that stage is about the Founder.

What’s your take?

P.s. If you’re a founder and don’t have that skillset, it’s OK. But you need to find someone that does - that’s the only problem to solve pre £1m/year.

CEO at 21six | The Agency for Brands That Care

Soar With Us

Full service digital marketing agency helping DTC e-commerce companies scale to 7 and 8 figures through done-for-you paid traffic, retention and funnel optimisation.

Supporting over 100 brands, including:
- The Essence Vault
- Space Goods
- Tallow & Ash
- UN:IK Clothing

For You Advertising

Specialist DTC growth agency helping brands take advantage of the rapid expansion of TikTok. Providing platform-specific content and paid advertising services to 6, 7 and 8 figure brands across all major territories.

Co-Founder

Launch With Us

Facebook, Instagram & TikTok Advertising Agency helping early stage startups go from 0 to 1 with paid advertising.

JAQ Group Holdings

Marketing for one of the UK's fastest growing E-commerce groups. Working across a diverse portfolio of disruptive brands in multiple verticals.

Prospect Path

Digital Marketing Intern

Building DTC brands to 8 and 9 figures | Founder of Soar With Us & For You Advertising | CMO of JAQ Group

2x DTC Agency Founder 

We scale brands to 7 and 8 figures with paid traffic, retention and funnel optimisation.

In 2025, having a great product is one thing…

But scaling a brand to £10M is a another.

You need a simple roadmap for profitably attracting and converting customers, at scale.

Because when you get that right…

- You stand out from competitors in the market
- You build a community around your brand
- You acquire customers at will (profitably)
- You turn customers into raving fans 

Giving you complete control over your growth.

We help our clients do exactly that with our proven system that guarantees growth.

1. Initial diagnostic to identify bottlenecks in your business
2. Developing a bespoke growth strategy for your brand
3. Creative ideation and production 
4. Unique UGC collaborations
5. Targeted advertising (Meta, TikTok, Pinterest, Snapchat)
6. Email marketing 

And having generated over £100M+ in sales across 200+ brands, we’ve know the ecommerce game inside out.

🚀 Mystery Shirt In A Box grew from £5K to £2.6M in just one year with our help
🚀 The Essence Vault is hitting 7 figure months in its second year since launch
🚀 Vintage Threads tripled their revenue working with us with a 6x ROAS
🚀 AIRfreshh went from 0% to 52% of revenue from email in 2 months!
🚀 Bene Culture saw their revenue grow 6x in 6 months with our help
🚀 The Oodie generated £2M on TikTok alone in their first year
🚀 UN:IK’s first quarter of 2023 was 88% on 2022
🚀 Liam and Co. increased their LTV by 22%


Don’t put up with unpredictable, unsustainable or underwhelming growth any more.

If you want to see how we could help scale your brand, send me a DM saying ‘SOAR’

If you're not ready yet, I post daily educational content to give you all the secrets.

Olly Hudson

This brand hit a $100M+ run rate in 11 months.

IM8 Health are scaling like no other DTC wellness brand we’ve seen.

- $100M+ run rate
- +74% QoQ growth (Q3)
- 80% subscription rate on new customers
- AOV jumped from $110 to $150 (driven by new product launch)
- Gross margin expanded from 52% to 60%
- EBITDA losses dropped from $40M → $8M

The strategy? Exceptional.

A few months ago, we broke down IM8’s entire growth machine. So with the new updated valuation, I thought I’d share it again for those who haven’t downloaded it yet:

- Paid ads (Meta + Google)
- Top 3 Lander pages
- Subscription funnel
- Email + retention strategy
- Ambassador programme
- Organic & community
- Bundle offer setup
- Scientific brand positioning

It’s one of the sharpest wellness brand builds we’ve seen.

Want the full teardown?

1. Like this post
2. Comment “IM8”
3. Make sure we’re connected so I can DM you the board

Reposts = bumped to the top of the list.

DTC Growth Expert For 8 & 9 Figure Brands | Founder of Soar With Us & For You Advertising

Meta just killed 80% of your ad tests, right before Black Friday.

Same visual, new copy? Still grouped.
New hook, same creator? Still grouped.

With Creative Similarity + Andromeda in play, Meta's now rewarding differentiation, not just volume.

Here’s what that means for your BFCM campaigns:
→ Lazy iterations won’t scale
→ Visual sameness = delivery cap
→ Entity ID separation = performance unlock

To actually scale now, your ads need:
✔️ Big swings in format, persona, and hook
✔️ Creative vehicles like podcast clips, Reddit statics, founder VSLs
✔️ First-3-second visual contrast to avoid getting grouped

We’ve recently been building for this shift and I’ve just got listed as a Foreplay.co Expert.

So to help with your Black Friday content ideas, I’ve dropped a live Foreplay board with the best in class ads for Q4.

The exact ads that broke through Meta’s similarity filter and became top spenders.

→ Like this post and drop “BOARD” in the comments and I’ll send it over.

LinkedIn

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LinkedIn Login, Sign in | LinkedIn

li_at

Talks about #dtc, #paidads, #ecommerce, #emailmarketing, and #digitalmarketing

Foreplay.co

1 founder’s ad concept drove £2 million in revenue.

We didn’t need more creatives. We just rebuilt the same story into 12 variations across 4 formats.

Here’s the exact framework we used (and we’ve put it all into a cheat sheet).

When a founder story hits, it hits hard.

But what actually drives performance isn’t just the story.

It’s how you structure, package, and scale it across the funnel.

So we broke down our full process into a new resource:

🚨The High-Performance Founder Content Cheat Sheet

Inside, you’ll get:
- ✅ The 9-step emotional arc every founder ad should follow
- ✅ Proven hook frameworks to stop the scroll cold
- ✅ Best-in-class examples 
- ✅ Key questions to unlock founder story gold
- ✅ The anatomy of a winning founder-led concept
- ✅ Best practices for scripting, shooting, and editing
- ✅ How to scale one narrative into 15+ variations
- ✅ Why this format keeps outperforming statics, UGC, and DR ads

If you're a founder (or scaling a brand where the founder is the USP), 👆 this is how you turn story into scale.

Want it?
Like this post
Comment “founder” and I’ll send it over 

(Make sure we’re connected so I can DM you)

This one piece of advice? I ignored it and built the UK’s leading DTC agency.

“Don’t hire your mates.”

We did the opposite. And this happened:

→ £400M+ in revenue generated
→ £150M+ in paid spend
→ 250+ DTC brands scaled

It started with two lads from Tadcaster Grammar School, me and Joe.

We grew up in Yorkshire, talked about building businesses when we were as young as 12, and ended up launching Soar With Us from a spare room during COVID.

When it came to hiring… we didn’t follow the agency playbook.

We hired our best mates - the same lads I was in Year 7 with.

Now?
- 3x Co-Founders
- A Managing Director
- Head of Sales
- Head of Marketing
- Content Manager

👆 All best mates from the same school.

All still in the trenches together, scaling the UK’s fastest-growing creative growth partner for DTC brands.

Most agencies break because leadership isn’t aligned.

Ours works because we’ve had 20 years of calling each other out and still showing up the next day.

It’s not always smooth.

The disagreements are louder when you’ve grown up together. But so is the loyalty.

And when your business depends on creative, data and finance moving fast and in sync, that trust becomes your unfair advantage.

Ignore the playbook. Back the people who back you.

Building DTC brands to 8 and 9 figures | Founder of Soar With Us & For You Advertising | Triple Whale's "Agency of The Year" Winner

300% increase new customers orders and 59% lower CPA… in 6 months.

Here’s the exact playbook we used to scale AKT London

1. We engineered a media engine built for volume
→ Set up a clean BAU structure across Meta/TikTok
→ Geotargeted for UK vs US cost dynamics
→ Spun up 456 creatives (350+ by us) to keep frequency low and ad freshness high

2. Every ad was pain-point led and insight-backed
→ Ran deep creative research and AI-enabled customer mining
→ Extracted patterns, barriers, and buying triggers
→ Used this to guide every creative decision, not guesswork

3. We diversified demand across channels
→ Built Google Demand Gen to catch non-brand and research traffic
→ Rolled out search & PMax to mop up bottom-funnel and boost blended ROAS
→ Result? 23% lower CPC, 40% increase in ROAS on Google

4. We scaled what was working, fast
→ UK was efficient → scaled hard
→ US was volatile → rebuilt for future scale
→ Continuously iterated creatives to fuel new spends without cannibalising returns

The outcome after 6 months?
✔️ 300% increase in new customer orders
✔️ 59% drop in blended CAC
✔️ Meta CTR up 35%
✔️ Google ROAS up 40%
✔️ 74% more spend unlocked while maintaining performance

And the best part? We now have a repeatable playbook for cross-market DTC scale without heavy discounting.

If you're a founder sitting on a strong product and brand… but stuck in a creative plateau, this is your sign.

We build systems that scale brands, not just spike them.

Apply for a free audit today and get in touch with the team 👉 https://lnkd.in/eVDbK4Sp

AKT London

We built 144 ads from just 4 personas.

Everyone’s obsessed with testing more hooks. But the real unlock isn’t volume, it’s relevance.

Your ads need to look and feel fundamentally different, starting with who you’re speaking to.

Here’s how to do it properly 👇

Step 1️⃣: Research (qualitative > quantitative)
Before you start writing, you collect inputs.

Start here:
- Customer reviews: How people describe the product
- TikTok comments: How people respond to content. 
- Competitor ads: Use TikTok Creative Center. Filter by CTR + 6s view rate. Look at what angles are repeated across top performers.
- Category trends: What’s being overused? What emotional appeals feel stale?
- Platform data: Identify creative formats that actually perform natively on different platforms.

You’re mapping how humans behave around your product category. That’s where creative strategy starts.

---

Step 2️⃣: Build the persona
Personas are built from patterns in what people say, feel, and do. Not demographics.
For each cluster of behaviours you find, define:
- Pain points & desires
- Discovery behaviour: How they find products like yours
- Scepticism & triggers: What makes them hesitate, what pushes them to act.
- Emotional drivers 👉 pick one primary driver per persona.
- Buying mindset: Impulsive vs rational. 
These become the foundation for truly differentiated creative.

---

Step 3️⃣: Map persona → angle
The angle is how you enter the conversation already happening in that person’s head.

Examples
Skeptic persona: Lead with proof, credibility, and repetition.
Aspirational persona: Lead with identity and transformation.
Pain-aware persona: Lead with frustration, relief, and contrast.
Rational persona: Lead with logic, clarity, and maths.

---

Step 4️⃣: Translate angle → hook
You already know what they care about, now compress it into the first 3 seconds.
- Skeptic: “I thought this brand was full of s*** until I tried it.”
- Aspirational: “You know that feeling when something just feels premium?”
- Pain-aware: “I was tired of wasting money on stuff that doesn’t work.”
- Rational: “If you like products that actually do what they say, this is one.”
The goal: make the viewer say “That’s me.”

---

Step 5️⃣: Match persona → creator
- Skeptic persona: Use authority-led creators (founders, reviewers, experts).
- Aspirational persona: Use aspirational creators (taste, aesthetic, lifestyle).
- Pain-aware persona: Use relatable UGC creators (everyday consumers).
- Rational persona: Use calm, factual explainers (tutorial/demo format).

---

Step 6️⃣: Systemise it
Each persona = a creative system, not a single ad.
Build it like this:
- 3 core angles per persona
- 3 hooks per angle
- 4 formats per hook
That’s: 4 personas × 3 angles × 3 hooks × 4 formats = 144 unique ads

Every one visually distinct enough to avoid Entity ID grouping. Every one mapped to a specific buyer type.

That’s how your research → insights → creative → results loop compounds.

After BFCM, the brands that keep winning are the ones who shift their creative strategy… fast.

We’ve packaged the exact framework we use for 8-figure clients and we’re giving it away.

Most brands coast into December. But it's actually the second highest intent window of the year.

The catch? You can’t run Black Friday logic through a Christmas lens.

Our new playbook breaks down exactly how to pivot your strategy to keep performance high after the spike, built for scaling DTC brands running Meta at volume.

Inside:

✅ Gifting-focused hooks → think “For Her” not “50% Off”.

✅ How to reposition bestsellers as gifts 

✅ Building Christmas-specific product sets (e.g. Secret Santa, Limited Box Sets)

✅ Emotional gifting: campaigns that feel personal (e.g. “the gift they’ll remember”)

✅ The delivery deadline triggers that drive action and tactics for post-shipping-cutoff monetisation

✅ Creative testing tactics for Meta: why old tricks (like banner swaps) no longer work

✅ Screenshot gallery of best-in-class post-BFCM creative (from DTC brands across sectors)

We break it all down in our new resource:
→ Beyond Black Friday: The Creative Refresh

Want it?
Like this post
Comment “BF” and I’ll send it over!

This is the difference between coasting into Q4… and actually compounding your BFCM gains👇

We speak to 5+ brands a day right now stuck in the same loop:

- Ad performance is finally coming back
- Angles are working again
- Stock is moving faster than forecast
- And they’re still under-spending

Why?

Not because they don’t want to scale. Because they’re caught in one of these bottlenecks:

Packaging supplier won’t ship until last month’s invoice clears

Stripe's holding £110k from Singles Day, with a 7-day delay

Just dropped £60k to restock bestsellers and now can’t fuel the ads

3PL invoiced early, payroll’s due, and the bank balance isn’t ready

Shopify, Klaviyo, Triple Whale… all auto-billed in the same 48hrs

We’ve seen brands doing £500k+/month forced to pull back during BFCM, not because the offer flopped, but because cashflow killed momentum.

Wayflyer solves that.

They’ve backed 5,000+ brands like Cuts, Wild, True Classic, and Dock & Bay with funding that moves as fast as your marketing needs to.

Right now they’re offering $25,000 in upfront capital for just $1.8k total cost over 6 months.

That’s 1.2% per month.

No equity. No hidden fees. Just liquidity when it matters.

Here’s what that gives you:

✅ Scale your best ads this week
✅ Reorder fast-sellers before they stock out
✅ Pay creators & media buyers before revenue lands

BFCM isn’t just about launch day.

The brands that win build a cushion, move fast, and never pause when performance is up.

👉 Apply now and $25k could land in your account next week https://kntn.ly/89550b6f

Wayflyer

This is the clearest execution of proven conversion principles I’ve seen in a customisable Shopify theme.

Most brands don’t have an ad problem. They have a conversion problem.

No amount of strong creative or media buying can outperform a store that isn’t built to convert.

That’s why I’m backing this.

SURGE is a brand new Shopify theme, built on 13 years of CRO data and thousands of A/B test results.

It’s made by a team we trust.

I’ve known Oliver Kenyon for years. Founder of ConversionWise, the CRO agency we’ve worked alongside across dozens of mutual clients and campaigns.

These are the people behind:
- Hundreds of winning test frameworks
- Millions in additional revenue
- CRO strategies we’ve seen scale 6–9 figure brands

SURGE is the first theme we’ve seen that’s truly built for performance.

Proven layouts. Data-backed sections. Every component stress-tested in live campaigns.

We’ve seen what happens when you combine CRO and acquisition properly.

This is that - productised.

It’s the cleanest way to make your traffic convert better, your ROAS climb, and your entire funnel work harder.

Launches 5th December at 9am EST

Only 500 licenses available in the first drop.

👉 https://kntn.ly/054652d3

12+ Years of CRO and landing pages for Ecom brands | Clients include Portland Leather, GFUEL, BOOM! By Cindy Joseph, MOOD.

ConversionWise

This is how we found a collagen ad framework that pulled £120k off £40k spend in 7 days.

If you want better ads? Stop studying the ads.

Start reverse-engineering what TikTok’s already delivering for free.

Most brands are looking in the wrong place for winning ad ideas.

Here’s a better strategy: instead of copying your competitor’s paid ads, reverse-engineer what’s already going viral organically.

Here’s how we do it (and how you can too):

👇

We start with TikTok - just manual scroll.

Search the core problem your product solves.

If it’s electrolytes? Type in “hydration” or “electrolyte hack”.

Then sort by:
- Views
- Comments
- Watch-through rate (check if people are duetting or stitching it too)

But here’s the part most skip:

👉 Don’t just copy what they’re saying. Study how they’re saying it.

Look for:
- First-person story?
- Supermarket breakdown?
- POV-style skit?
- Us vs Them comparison?

These formats are gold. They’ve been stress-tested by the algorithm, not just by an ad account.

Then we take the winning format and rebuild it from scratch (same bones, new skin) for our brand or client.

This is how we found a collagen ad framework that pulled £120k off £40k spend in 7 days.

And if you want to validate whether a viral organic video is worth repurposing?

We’ve been testing a new platform that analyses each video frame-by-frame across 100+ creative signals (hook strength, pacing, visual variety, tone of voice) and flags what’s likely to support delivery vs. what might hold it back.

If you want better ads 👆 this is how you turn ideas into winning frameworks.

Want access?
Like this post
Comment “viral” and I’ll send it over"

Your favourite athlete, actor, or founder didn’t get there by accident - they followed a system you never got to see.

Shohei Ohtani is the perfect example.

At 15, he built a 64-cell “dream sheet” with one goal at the centre: become the #1 draft pick.

Let that sink in.

Most of us at 15 weren’t even thinking about our future. He was building an operating system for his.

He used something called the Harada Method - a Japanese performance framework built around clarity, accountability, and daily execution.

You start by writing your main goal in the centre of a grid. For Ohtani, it was simple: Be the #1 draft pick for all 8 NPB teams.

Then you map out 8 pillars that support that goal. His were:

- Body
- Control
- Sharpness
- Speed
- Pitch variance
- Personality
- Karma/luck
- Mental toughness

A solid mix of physical, mental, and character-based pillars which are already smarter than 99% of goal-setting.

But he didn’t stop there.

Each of those 8 pillars got broken into 8 daily actions. 64 behaviours, mapped, tracked and executed.

Even for something like “Karma,” he made it tangible:

- Show respect to umpires
- Pick up rubbish
- Be positive
- Be someone people want to support

It’s a reminder that the people who consistently win *don’t just want it more,* they build systems that make it inevitable.

And it made me look at my own patterns.

I’ve had seasons where I’ve coasted (big goals, good intentions, but no system) and eventually, progress stalls.

And I’ve had seasons where I got serious about structure (daily actions, clear priorities, less noise) and the results always follow.

Not because I suddenly tried harder, but because I built the conditions for progress to happen without needing to overthink it.

That’s what Ohtani nailed.

And I’ve been trying to do a lighter version of the same thing this year, not to over-optimise everything, but to make sure I can achieve my goals for 2026.

If you’re feeling stuck right now, I doubt it’s a talent problem.

It’s probably just this: you haven’t built your system yet.

I came across a site called GoalPillars that builds these 64-cell maps automatically. Been playing around with it and surprisingly useful for turning a big goal into something you can actually execute on. I've attached examples of some of the templates they have.

I’ll die on this hill: if you’re a founder, you need to be in your ads.

Nothing builds trust or stops the scroll faster, but it’s easy to get the execution wrong.

If you want founder-led ads that actually scale, you need more than just a “hey I’m the founder” story.

You need a narrative arc. You need emotional contrast. You need why, not just what.

👇Here are 10 questions we use to extract stories that build trust and convert cold audiences:

1️⃣ What’s your name and role in [BRAND/ PRODUCT]? 

2️⃣ What was the defining moment or personal experience that inspired you to start [BRAND/ PRODUCT]? Can you share the story behind it? 
> Was it a personal struggle, a gap in the market, or an "aha" moment? 

3️⃣Describe what the [market] was like before [BRAND/ PRODUCT], and the problems you experienced personally? 
>What challenges did you face in finding the right CBD solutions? Were there common frustrations that others also seemed to experience? What did you feel was missing from the industry?

4️⃣ Describe how this made you feel? 
>How did your experience with these CBD challenges impact your daily life, confidence, or overall well-being?

5️⃣ How did your early experiences with [PAIN POINT] and the lack of effective solutions affect you? 
>Did you feel frustrated, overlooked, or determined to find a solution? How did these emotions shape your decision to take action?

6️⃣ Can you describe the research and development process that went into formulating the unique ingredients of [BRAND/ PRODUCT]? 
>What challenges did you encounter along the way? What steps did you take to ensure the product was different and effective? Were there any roadblocks or surprising discoveries during the formulation process?

7️⃣ Can you describe the emotions you felt during the early stages of building the brand and creating your first product? 
>What were some of the challenges you faced? Think about the early days - were you excited, nervous, overwhelmed? What obstacles did you overcome to bring your vision to life?

8️⃣ Can you recall a specific moment or experience that validated your decision to start [BRAND/ PRODUCT]?
>How did it make you feel? Was there a breakthrough moment, a piece of customer feedback, or an achievement that reassured you that you were on the right path?

9️⃣ What sets [BRAND/ PRODUCT] apart from other brands in terms of the impact it has on customers' lives? How do you ensure that the product continues to meet and exceed their expectations? 

🔟 Were there any pivotal moments during the development phase when you realised the potential impact this product could have on people's lives? How did it make you feel? 
>Was there a specific test, review, or milestone that made you see the bigger picture of how [BRAND/ PRODUCT] could change lives?

We’ve used this exact structure to help founders unlock ads that scaled past 7 figures, without looking or sounding like ads.

If your founder content isn’t performing, it’s probably missing narrative.

There’s a new way to iterate on Meta.

If you’re still just tweaking hooks and headlines, you're leaving scale on the table.

You can’t just swap a hook or tweak the script anymore.

Not if you want to actually unlock new audiences.

Meta’s new creative system punishes similarity and rewards diversity.

If you’ve got a top spender and you want to scale it wider, you need to change:
→ Format (UGC to static, VSL to mashup)
 → Vehicle (Reddit style, podcast ad, whiteboard explainer)
 → Persona or angle (younger creator → older, new demo, new motivator)
 → And most importantly: the visuals in the first 3 seconds

In our latest episode, Loukas shares a perfect example from a real ad: an eyelash serum ad that worked with a woman in her 30s, green screen format.

To reach a new audience, we changed the visual to feature an older woman’s lashes instead.
- Same message.
- Different visual.
- Different persona.
- New audience unlocked.

That’s the "Soulmate Theory" in action.

Every user has a perfect ad. Your job is to build it.

📺 Catch up with the episode now: https://lnkd.in/eEFdnhKg

CEO of Hambi Media | Co-Founder of For You Advertising | CCO of Soar Hold Co | your DTC brand’s one stop destination for Performance Creative

If you run a DTC brand and performance has been inconsistent lately on Meta, you're not alone.

👨‍💻 Jason Yim announced on X that behind the scenes, Meta has quietly rolled out one of the biggest shifts to its ad delivery system since Andromeda earlier this year: a new AI model called GEM.

GEM = Generative Ads Recommendation Model

It powers how ads get shown across Facebook, Instagram, and Reels and it works very differently to the systems most creative teams are still building for.

At a high level, it learns from everything. Not just what people click, but what they scroll past. Watch time. Organic posts. Even how users behave across platforms.

This has huge implications for how brands brief, test, and structure creative.

Here's how you can adapt to GEM and unlock stronger delivery across Facebook + IG ↓

1️⃣ Build for signal quality, not just quantity.
GEM doesn’t just learn from clicks. It learns from scroll depth, watch time, post reactions, bounce rate, across both paid and organic.

That means every asset trains the algorithm. Not just the top performers.

2️⃣ Diversify for discovery.
The more varied the message, persona, and visual style, the more surface area GEM has to find new audiences.

We advise clients to think in terms of signal inputs:
→ Different angles
→ Distinct personas
→ Varied formats (carousel, UGC, statics, founder-led)

3️⃣ Think cross-platform.
Facebook and IG used to optimise separately.
Now GEM learns across both, so if a message performs well organically on IG, it could improve Feed delivery on Facebook.
Track performance per platform to inform where + how to scale.

4️⃣ Treat organic content as training data.
GEM pulls from both ads + organic.
We’re increasingly testing angles organically first and using that data to shape paid versions.

Story-led Reels, native statics, UGC with problem-aware hooks… these give GEM more useful signals before you spend big.

So when a brand says, “We’ve got loads of creatives. Meta just isn’t spending properly.”

We’re asking: “What signals are you feeding it?”

Because GEM doesn’t care about how good your creative looks.

It cares about whether your creative helps it make better predictions.

Client Solutions @ Meta | AI Solutions for Marketing

One of Thomas Phillips clients generated £175K from ChatGPT traffic at 19.7% CVR.

In the same 90 days, organic search brought in £13.9M.

Everyone’s talking about AI SEO. But the brands actually winning aren’t reinventing the wheel.

To rank in Google’s AI Overviews, you still need:

– Clear, consistent USPs across every touchpoint
– Credibility from sources
– Structured, in-depth content that answers real buyer questions

The interface is changing. The playbook isn’t.

🎙 Full episode with Tom Phillips just dropped - https://lnkd.in/euiG8uZb

Every ad account that “won’t spend” is telling you the same thing:

Your creative is too similar.

Because Meta GEM doesn’t optimise based on which ad performs best.

It optimises based on what each asset teaches the system.

And when your creative inputs lack differentiation across message, persona, or format, you limit the algorithm’s ability to find new buyers.

This is where most brands plateau - because their inputs no longer generate new signals.

Here’s what GEM actually is and how leading brands are adapting their setup to scale inside this new system:

1️⃣ Meta GEM is a foundational model for ads.
It’s built like an LLM, trained on trillions of interactions, across Facebook and Instagram.

It learns from:
– Every ad you run
– Every organic post
– Every signal users leave behind

The goal? Optimise every impression in real time.

2️⃣ Since rollout, GEM has quietly driven real lifts:
+5% in Instagram conversions
+3% in Facebook Feed
2x improvement in model scaling efficiency (Q3 2025)

But not every account benefits equally.
What you feed the model dictates how well it works for you.

3️⃣ Why this matters:
GEM changes how ads are selected, ranked, and delivered.

It doesn’t just look at a user’s past few clicks.

It analyses sequence-level behaviour over weeks and months, then makes delivery decisions across platforms and formats, not in silos.

4️⃣ What powers GEM:
If someone watches Reels on IG but clicks shopping ads on Facebook, GEM uses that to inform how and where your ad gets served.

Platform learning is now connected.

Creative needs to travel well across environments.

5️⃣ This brings us to the big unlock:
Your creative is now your strategy.
Campaign structure used to be the lever.
Today, the lever is creative signal density.
Every piece of content you publish teaches GEM what type of user buys and what doesn’t.

6️⃣ To scale, you need diversity across:
– Persona
– Format
– Funnel stage
– Message style

7️⃣ Organic content is now an asset, not a nice-to-have.
If you’re testing angles via Reels, UGC, or statics before you launch paid...

You’re giving GEM more data to work with.

If not? You’re flying blind, while the model waits for real engagement to learn from.

8️⃣ The most successful brands we work with now build their systems like this:
– Broad targeting only
– Weekly creative updates
– 10–15 radically different assets live at once
– Performance tracked via signal KPIs (scroll depth, hold rate, etc.)
– Organic > Paid flow embedded into the process

9️⃣ So if performance is soft or spend won’t scale...
It’s not because the algorithm “isn’t spending.”
It’s because the system doesn’t have enough differentiated signals to learn who your next buyer is.
That's the wall many brands are hitting.

🔟 Meta GEM is here.
The question is whether your setup is aligned with it.
Because in this new system:
→ The real media buyer is the model
→ And the best creative doesn’t just convert, it teaches

Loukas just broke down one of the most important updates for performance creatives in years.

Meta is now penalising you for creative similarity.

Our Meta rep showed us why 85% of “new” ads are still grouped under the same entity ID.

→ That means no fresh reach.
→ No incremental delivery.
→ And performance that’s silently decaying.

This is the most important episode we’ve recorded (and the most practical).

If you run a DTC brand and want to actually grow on Meta in 2026... this is a must-listen.

🎧Catch the full episode now: https://lnkd.in/eEFdnhKg

WONDERSKIN

We spent years obsessing over growth and not enough time building the systems to support it.

This week’s episode is a special one.

We sat down with Matt Lewis, Soar Group’s Managing Director - and the first person to ever join the business - to unpack the real operating system behind Soar.

The first conversation happened in a Costa in Tadcaster (the town we wrew up in) while we were both still at uni. I was trying to convince him not to take a grad scheme at PwC and to join me and Joe instead.

He said no. Then came back.

Since then, he’s been the single biggest lever in building Soar into a multi-brand agency group approaching 80 people.

Not just in growth, but in how we operate, plan, communicate, and scale culture across brands.

Behind the scenes, Matt has helped architect the structure that’s held all of this together.

Because the truth is: scaling is messy. It’s not about perfect playbooks, it’s about clarity, iteration, and staying relentlessly aligned.

If you run a team, an agency, or a brand... this one will land.

🎧 Full episode just dropped: https://lnkd.in/eUWKeZqi

Managing Director of Soar With Us | Building DTC Brands To 8 & 9 Figures | Co-Founder of Calm Collective

If 70% of your ad variations are still getting grouped under the same entity ID, then AI might be your quickest unlock.

Meta’s updates around entity IDs mean surface-level changes aren’t enough.

So if you're not rethinking creative ops with AI at the centre, you're going to hit a ceiling fast.

In this episode, we broke down how we’re scaling output without scaling team load:

– The AI videographer role every brand/agency should have in 2026
– Using Gemini to analyse video and direct creative strategy
– How tools like Nano, Sora and VEO are driving asset volume
– The real future of creative departments

If you're trying to scale creative next year, AI isn’t a shortcut.

It’s how you keep quality high while hitting volume goals.

📺 Full ep just dropped: https://lnkd.in/egac7Mt6

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