Category : People

Proove Accountable Media, The Way Media Should Be.

Media Agencies are operating in an old school fashion, marking up inventory, not being transparent, moving at a snails pace and not investing in the best talent. I felt there was an opportunity for an agency to be fully transparent, ethical, and to act as a true agent for the client. Built from the ground up, Proove is positioned as a challenger to the old school model and is set up to drive success for our clients in todays world.

What do our clients get from an honest agency?

No previous prearranged media, partner or data commitments…a realtime log of the daily optimizations made & a non-biased media recommendation that clearly maps back to what you need to accomplish in market. You will actually know where your media is running.

What does that mean?


Proove Accountable Media, the way media should be.

Read the full Business Insider article here.

What’s Your Measure of Proof?

There was once a man who refused to give up smoking until it was proven beyond a shadow of a doubt that smoking caused disease.

He didn’t live long enough to see the proof.

Today, there are direct (digital, mobile, SAAS, subscription, e-commerce, club…) marketers who refuse to improve their marketing success with an insight-driven multi-channel strategy until the perfect attribution model has been developed.

Every day, another one is buried by a marketer with a more reasonable measure of proof.

Is overall marketing efficiency your ultimate measure? Is making one dollar of marketing spend return two or three or four times as many customers your objective?

If so, you are an optimizer.

If you prefer perfectly attributable though small gains in discrete channels, then you’re an incrementalist.

Optimizers eat incrementalists for lunch.

Sometimes, in very big places, incrementalists work in the middle of a pyramid with optimizers at the top. Even so, they can only swim so far up before they hit a ceiling. Too late, they find that the open market is not a very friendly place for an incrementalist.

Why do incrementalists do it to themselves? Is it because they are trading upside for certainty? Is being sure more valuable to them than being successful? Is being right worth more to them than results?

Or did they just swallow a less intelligent idea of what it is a marketer is supposed to do?

Well … enough musing about the incrementalists, much as I would like to convert as many of them as possible to a life of success beyond explanation.

We are for the optimizers.

Freedom’s Pusher

We think we’re free, but we have habits. Our habits are tyrants. They dominate us. Hard as we may try, we can’t get free of habits, we can only build new ones. And we only feel “free” when we’re dominated by habits that empower us.

So, freedom is an addiction.

I help people form more inspiring, more empowering habits. I help marketers make more inspiring decisions, so they can help more people form more inspiring habits.

I’m Freedom’s Pusher.

An Agency That Plays Together Like a Great Band.

The highest compliment an experienced musician gives to another act is to say that they are “tight.” Tight means you can go far and wide together, shifting tempos at lightning speed and responding to surprises, but somehow you are never out of step. You’re a unit, first and always. That’s a great band. That’s the way DIGO is. That’s the way our clients are too. And that’s the way we work together. It’s great to be part of something that’s great to be part of. I think it shows on our faces.