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I should probably begin with a confession. ADbag did not arrive in a flash of genius while I stared into the middle distance, clutching a cappuccino and muttering about disruption. It started with something far less glamorous. Boring packaging. Endless plastic bags, millions of them, pouring through the postal system every day, saying absolutely nothing, Why? At the same time brands were fighting for a half second of attention on screens that everyone was busy trying to escap

The digital advertising landscape is a sprawling favela of noise. It is a boundless, chaotic bazaar where brands hyperventilate for microseconds of scrolling notice. It is expensive, exhausting, and viewed by consumers with increasing hostility. Yet, rising above this clamour sits a quiet, exclusive geography. It is the physical centre of domestic life. The place where the day begins, plans are made, and purchases are unboxed. The kitchen island. For decades, advertisers have

There is a specific kind of anxiety known only to the modern performance marketer. It is the tension between knowing the physical world is where real life happens, and fearing it because it refuses to fit into a neat attribution window. If your career depends on justifying ROAS to a CFO every Monday morning, investing outside the digital ecosystem feels like a dangerous indulgence. You know the scale is there. You know the cut-through is real. But when asked for the receipts,

There is a structural fault line opening up in the economics of performance marketing, one that most agency leaders are privately aware of but publicly reluctant to admit. For the better part of fifteen years, the industry operated under a tacit agreement: digital channels provided near-infinite scale, granular targeting, and acceptable acquisition costs. The job of the strategist was to arbitrage these platforms, moving budget between Meta, Google, and emerging channels to f