No. 003
The targeting myth
Why precision keeps losing to scale.
August 2026
Marketing, with a capital M.
The whole discipline. Product, price, place, promotion. Not just the ads at the end of it.
[ THE PROBLEM ]
Most marketing isn’t underfunded. It’s disconnected.
Brand and demand run on separate calendars. Paid and organic report to different people. Strategy lives in a deck nobody opens after the offsite. The result isn’t a lack of effort. It’s a lack of architecture.
The fix isn’t another campaign or another dashboard. It’s treating marketing as one operating system, with the same evidence, the same measures and the same direction across every part of it.
[ SERVICES ]
Three ways to work together.
- 01
Strategy Sprints
A defined engagement to solve one hard problem. Positioning, go-to-market, a marketing operating model, or channel architecture. You get the thinking and a strategy on a page, not a retainer.
- 02
Plan & Media Reviews
An independent read on a marketing or media plan before the budget commits. Where it's over-indexed, what the evidence says, what to change. A clear diagnosis, not a grade.
- 03
Advisory Sessions
Senior counsel by the session or the month. For founders and marketing leads who need a sounding board on a specific decision, not a permanent hire.
[ APPROACH ]
How the work runs.
Phase 01
Discover
Understand the business, the category and what the data already says.
Phase 02
Diagnose
Find where the system breaks. Usually it isn't where people are looking.
Phase 03
Direct
Set the strategy on a page. Where we play, how we win, what we measure.
Phase 04
Deliver
A strategy on a page the team can execute, with the measures that show whether it's working.
[ EXPERIENCE ]
Built inside the organizations most advisors only consult to.
Current and past in-house marketing leadership across telecom, aviation and retail, plus strategy work with growth-stage companies. The through-line is scale: what actually moves a business when the budget is real and the org is complicated.
Podcast Co-Host and Martech Council Member for the Canadian Marketing Association.
More about Vassilis →[ MEDIA PLAN CHECK ]
A three-minute read on how your plan is built.
Eight questions on balance, measurement, creative and governance. It returns a written diagnosis of where the plan is likely breaking, not a grade. Nothing is stored.
[ PRINCIPLES ]
How I work.
Evidence over opinion
Claims earn their place with data or proof. Comfortable assumptions get tested.
Systems over campaigns
One operating system beats a pile of disconnected activity.
Transparency over theatre
No black boxes. Measured on results, not hours logged.
[ WRITING ]
Notes on the discipline.
Short pieces on marketing effectiveness, measurement and the things the dashboard won’t tell you.
No. 002
False precision
Five decimal places on a number that was a guess.
June 2026
No. 001
The comfort blanket of last-click
Attribution that flatters rather than informs.
April 2026
Also co-host of The Sleeping Barber, a podcast on marketing research and effectiveness.
Let’s talk about what your marketing is actually for.
A short conversation about the business problem, before anyone talks tactics.