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Insights

Field notes from the work.

Written for the person who has to defend the number in a board meeting, not for a content calendar.

10 notes so far. More when there’s something worth saying.

Latest · Video

· 5 min

What moves the price of a video shoot in Dubai

Time on set, locations, people on camera and the number of finished cuts. What decides what a video costs in Dubai, and the one thing most briefs forget.

Silhouettes of a small crew on a set lit in magenta and blue.

Contents

Everything else.

  1. 02
    Video

    Shoot once, cut for every format

    A shoot planned for one wide video produces one wide video. How to plan a single shoot day that also produces the Reels, the TikToks and the ad openings.

    4 min
  2. 03
    Video

    Where the captions go on a Reel

    Many people watch Reels and TikToks with the sound off, and the app covers part of every frame. What that means for captions, faces and the first second of an edit.

    4 min
  3. 04
    Attribution

    Your dashboard counts differently from your bank

    Platform-reported revenue and finance-recognised revenue are measuring different things. Here is what makes them diverge.

    9 min
  4. 05
    Paid Media

    Spend went up. Nothing else did.

    The shape an account takes when budget scales and contribution margin does not — and the one test that tells you which it is.

    6 min
  5. 06
    Brand

    Nobody rebrands their way out of a pricing problem

    The diagnosis that most often comes back saying the problem is not marketing at all — and why clients hate hearing it.

    7 min
  6. 07
    Process

    What an audit actually contains

    The document itself, section by section — including the parts clients dislike reading.

    5 min
  7. 08
    Analytics

    Server-side tracking is not a fix for bad tracking

    Moving a broken measurement model server-side gets you the same wrong numbers, more reliably.

    8 min
  8. 09
    Paid Media

    Everyone plans Ramadan late

    Gulf seasonality is the most predictable thing in the regional calendar and the most consistently under-planned.

    6 min
  9. 10
    Process

    If the brief is vague, the work will be too

    Most disappointing campaigns were disappointing in the brief, and everyone signed it anyway.

    4 min

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