Jan 2026
A launch budget buys reach; it doesn't buy the moment someone forwards your work to a friend unprompted. That second kind of distribution is the one every client actually wants, and it can't be bought at any spend level.
Looking back across our own campaigns, the ones that traveled shared three things: a single sentence anyone could repeat correctly, a visual you could recognize muted with the sound off, and a launch moment sharp enough to be worth talking about on day one.