During our time at Facebook, where we played a pivotal role in shaping their ad business, we encountered a glaring disparity between agencies and brands. Outdated agencies struggled to keep pace with the rapidly evolving landscape, impeding the progress of enterprise businesses. The traditional agency structure, once effective in a world of brick-and-mortar retail, broadcast, and print media, no longer made sense in the digital age, where everything moves at the speed of light.

Unfortunately, agencies often prioritized their interests, and legacy, over the objectives of their clients. This led to recommendations and guidance that lacked focus, failing to address the true needs of the clients. The communication breakdown between agencies and clients resembled a frustrating game of broken telephone.

Meanwhile, startups and smaller brands lacked institutional support and found themselves at a disadvantage against big spenders. The platforms simply couldnt accommodate their scaling needs, which were often tailored to traditional brands.

This observation, based on our collaborations with Facebook across various industries, highlighted a common issue: miscommunication and a lack of clarity between agencies and advertisers.

Our eureka moment.