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MEASUREMENT-FIRST MARKETING

We design, integrate and deliver digital marketing
that effectively reaches your target audience, in a fragmented world.

The value you gain

A continuous validation framework that transforms marketing decisions
into measurable growth.

Clarity in decisions

When measurement
comes first, every
decision is grounded
in data.

Proof built-in

Every marketing choice
backed by proof. Knowing
what drives performance,
not assuming it.

Structure that scales

Each campaign
strengthens the next.
Growth by design,
not by luck.

Learn faster, grow stronger

Shorten feedback
loops that keep
improving performance.

Action without anxiety

Real-time signals
become opportunities,
not emergencies.

Relevant personalization

When targeting, ceative
and experience align,
you drive impact.

Awards & nominations
at global stage
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Media efficiency
+ 0 %
Platforms and technologies
integrated
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What we bring to the table

DIGITAL MEDIA BUYING

15+ years of experience in the paid media ecosystem, but more importantly deep domain expertise in audience activation strategies through paid media. 

We currently operate with 20+ media buying, data and measurement platforms, offering an integrated marketing ecosystem, curated for top performance. 

Our global reach gives us a strong perspective over industry’s emerging trends.

Guided discovery process. Once we understand your problem and your needs,
we can build the right framework to address it. Expect many questions!

Our media planning is heavily anchored in your business goals;
we use a holistic approach that combines market research,
audience measurement, segmentation and industry specific data.

Technology is fuel; our domain knowledge is the vehicle.

Know-how and expertise that helps brands cut through the noise, translating tech into value, while saving time and resources.

As of 2025, there are 14106* technology vendors mapped by Chief Martech. It takes ages just to understand the ecosystem. Our job is to curate new tools, platforms, and technology, so that you do not have to do it.

We bridge media and technology in an increasingly fragmented landscape.

*Source: chiefmartec.com

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Architecture for growth

Measurement & Strategy

Discovery & Research
Measurement Frameworks
Strategy Design
Budget & Media Planning

Paid Media & Audience Activation

Programmatic, Social & Retail Media
Search Ads
SEO & GEO & AEO
Special Audience Activation projects

Data & Technology Enablement

Technology Validation
Technology Implementation
Data Integrations
Web Development & Maintenance

Optimization & Continuos Learning

Testing & Insight-Driven Adjustments
Lift, Attention & Incrementality Measurement
Zero Party Data Enablement
Household Data Segmentation

Selected work

Digenzym — Audience Is the New Attribution

Digenzym

Category: Media: Use of Data & Insights
Client: Zentiva
Shortlisted at The Drum 2025

Launching a new digestive supplement into Romania’s over-the-counter (OTC) market meant going head-to-head with two established category leaders. Zentiva’s Digenzym is a brand distributed through wholesalers and retail pharmacies, without any direct-to-consumer channel or reliable system to track conversions and measure real time performance. Traditional attribution tactics, retargeting, lookalikes, or sales reporting, were unavailable. Rather than seeing this as a handicap, Wisebrand (lead creative, PR, and social) and MAD | MadAboutDigital (performance and paid media) turned constraint into strategy. If sales couldn’t be tracked, audiences could. The team reframed performance: measurement would not be about attribution, but about who was engaging. Using Digiseg’s household-based profiling, they monitored audience composition in real time across two flights: winter for validation, summer for exploration.

Early results confirmed the holiday season skewed toward older, rural, lower-income households. But summer told a different story: younger, affluent, mobile consumers managing digestive discomfort while traveling. These insights allowed the team to pivot mid-flight. Media shifted toward TikTok, regional delivery expanded to coastal and mountain tourist zones, TripAdvisor inventory was added, and creative highlighted “packable wellness” for travelers. The impact was clear. CTRs tripled, CPCs fell 40%, and stock-outs followed within weeks of the pivots. Full-year sales rose +41% versus 2023, while the digestive category grew only +5%. Market share jumped by 33,8%, with seasonal peaks up to 83% vs previous year. Digenzym proved that in an offline category, measurement—not attribution—can guide strategy, validate audiences, and deliver sell-out performance.

Turning Leads into Lasting Value with Audience Measurement

Medikali

Category: Media: Campaign (under $250k)
Client: Medikali
Shortlisted at The Drum 2025

Early campaigns generated leads cheaply. Cost per lead looked competitive, but the wrong patients were coming through the door. Retirees, childless households — easy to reach, but low long-term value — dominated. The audiences who mattered most, affluent families with babies and toddlers, were missing. To diagnose the issue, Medikali’s team brought in MAD | MadAboutDigital who, using its expertise and audience measurement tools (Digiseg) profiled Medikali’s website. The measurement confirmed the suspicion: most visitors were outside the Ideal Customer Profile. This insight reframed success. The question was no longer “how many patients can we acquire?” but “are we reaching the right patients?”.

With clarity, MAD and Medikali pivoted from a bottom-of-funnel approach, to a full-funnel strategy, warming up new audiences, the right audiences. Profiling insights guided channel expansion into Programmatic, Facebook, Instagram, and YouTube, creatives were refreshed to speak empathetically to families, women, and young parents. Seasonal activations were aligned with the clinic’s growth audience. Impact: CPL halved (-52%) , monthly leads rose with 81%, appointments, calls increased by 76%. Revenue grew +55% YoY. For Medikali, measurement turned volume into value, building a new playbook for healthcare marketing: precise, empathetic, growth-focused.

Transforming Music Festival Advertising with Dynamic Measurement

ELECTRIC CASTLE
Category: Media: Best use of Measurement
Client: Electric Castle
Winner Grand Prix & Best use of measurement The Wire 2024

Music festivals sell experiences, not just tickets.

But as Electric Castle grew, its audiences evolved—from tech-savvy early buyers in January to spontaneous weekend seekers in July. Traditional metrics couldn’t keep up. Web analytics showed clicks, not people.

MAD stepped in to bring clarity through measurement. Using household-level profiling, we tagged key actions across the festival website, identifying who was actually buying—income, education, tech level—and how that mix shifted month by month. The data revealed a simple truth: as the festival neared, the audience changed dramatically.

These insights didn’t sit in dashboards—they powered real-time action. Programmatic targeting, creative tone, and channel mix were adjusted dynamically: Reddit for tech audiences, Snapchat for younger fans, and pricing creatives when lower-income segments peaked.

The results were decisive: eCPA –30%, ROAS +16%, and a 12% lift in average order value—all within the same budget. But beyond efficiency, the campaign unlocked something rarer: predictability. Electric Castle’s media became stable, insight-driven, and future-ready—a new benchmark for data-measured festival marketing.

For MAD and Electric Castle, measurement didn’t just explain the audience—it orchestrated it.

Governance • Clarity • Proof •

The principles behind measurement-first marketing.

We build marketing
systems that work
with consistency
and integrity.

So results remain
reliable, repeatable,
and decision-ready

We bring order to
marketing complexity
by defining what
truly matters.

So teams
understand what
happened and why.

We turn performance
into evidence by
validating what
drives growth.

So every
recommandation
is backed by
measurable outcomes,
not assumptions.

Our team

Built by practitioners with structure – and passion.

With over 15 years of experience in digital strategy, media trading, and data integration, our team helped brands and agencies navigate fast-evolving marketing ecosystems.

We combine deep technical know-how with creative insight to design systems that bring clarity, governance and measurable growth – not by theory, but by practice.

Every framework we build, every media activation we run, and every signal we measure is result of years spent refining what works, across global markets.

LET’S BUILD TOGETHER