Andy Gray

CEO @ The Graygency | Where Brand & Performance Marketing Meet

It’s only possible for brands to scale their performance marketing in one of two situations.

1. When they understand and can quantify the commercial and strategic impact it has on their business.

2. When they have a tonne of somebody else’s money to spend in the hope of stumbling across something along the way that works. 

In the current landscape, in-platform ROAS numbers alone are NOT ENOUGH to protect your marketing budget.

Performance marketing as you knew it has changed.

Now the thought of answering questions in the weekly trading meeting probably makes you sweat. 

Don’t even mention attribution. 

Everyday, it feels like your competitors are performing better.

Because your Paid Media Strategy is WEAK.

As a result, you’re wasting hundreds of thousands on paid-media and developing content without understanding the impact it has on brand building activity or your bottom line. 

It’s time to break free from this cycle of uncertainty.

Now, imagine having an agency partner that not only cuts through the data for you, but also explains the marketing science behind it. 

Delivering measurable commercial outcomes. 

Your business experiences growth.

Making marketing and trading meetings a breeze.

Instead of being grilled on how much you’re spending, you’re now asked what other initiatives can we look at?

How do we allocate more resources, and what positions do you need to hire? 

This is your chance to implement YOUR VISION and move the business forward.

You’re probably wondering, ‘How do we reach that stage?’ 

That’s where we come in.

When you partner with us, you’ll receive:

Comprehensive Paid Media Strategy & Execution: We meticulously plan, deliver, and enhance your media campaigns, providing creative insights and translating data into actionable steps that fuel continuous growth.

Unparalleled Commercial Insights: Leave the number crunching to us. We measure brand and commercial uplift, delivering clear insights into the success of your marketing efforts and your true ROI.

Transparency at Every Step: We believe in complete transparency. You’ll always be in the loop about your performance marketing activities and feel comfortable explaining them to others.

But most importantly, we deliver RESULTS. 

This is a results-driven business, and our focus is on driving tangible success for your brand.

If you’re serious about amplifying your paid media budget and bringing your strategy to life?

👉 DM me “Grow” or head over to our Featured section and book a call.

We’re excited to meet you and embark on this journey together!

Chief Executive Officer

CEO & Founder of the Brand Focussed Performance Marketing Agency, The Graygency.

We're hosting 20 D2C marketers for breakfast on March 4th in London.

If you're running creative or paid media and you understand that most "creative strategy" advice is either too vague to implement or too expensive to scale, this is for you.

Feeding Andromeda: a working session built around a visual framework we use internally. Andromeda as a food pyramid. Creative inputs to performance outputs. Prioritisation when you can't afford to test everything. Fundamentals that actually drive growth.

No vendors. 
No tools you can't afford. 
No slide decks showing work for clients with 10x your budget.

Just practitioners sharing what's working in-market right now.

📅 Wednesday 4 March, 9:00–11:00
🚂 Rail House Victoria, London
Spots are limited. D2C brands only.

👉 Reserve your spot: https://luma.com/e8lx1u9r

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CEO @ The Graygency | Where Brand & Performance Marketing Meet

Here's the adjusted version:

Creative volume isn't solving problems.

It's buying time.

Here's what I mean:

Before the "creative volume" era, if a campaign wasn't working, you had to fix the strategy.

Wrong positioning? Fix it. 
Bad product-market fit? Address it. 
Weak messaging? Solve it.

You had nowhere to hide.

Now? 

Just say "we need more volume or more diversity"

And suddenly you've got another month of runway.

Here's the uncomfortable truth:
"We just need one more creative" has become performance marketing's lifeline.

Instead of diagnosing the real problem, we're:
Launching another batch of tests
Waiting to see how they perform
Planning the next round when those don't work

It's brilliant for retainers. Terrible for results.

The real issue?

We've replaced strategy with hope.
- Hope that with this set of creatives, Meta's algorithm will figure it out for us.
- Hope that if we just throw enough at the wall, something will stick. 
- Hope that we can avoid the hard conversation about why nothing's working.

Don't get me wrong:

Creative volume and diversity are essential for scale.

But they only work when you've done the hard part first:
Understanding your consumer (not just your product)
Identifying the strategic problem (positioning, messaging, product-market fit)
Building creative volume around insights, not guesses

Here's what actually works:
Start with diagnosis, not volume.

When a brand isn't working:
- We look at the consumer first - why do LIGHT buyers buy? 
- What actually drives purchase?
- We identify the constraint - is it creative? positioning? the product itself?
- We fix the foundation - then we build volume on top of strategy

Creative diversity without strategic direction = expensive guessing.
Strategic foundation + creative volume = compounding returns.

If you're 3 months in and still "testing angles" without results?

The problem isn't that you need more creatives.

It's that you're building volume on a broken foundation.

Fix the strategy first. Then scale with volume.

Not the other way around.

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