Client notes
These are comments from marketing and commercial leads who commissioned a review, a plan, or a workshop. They mention the actual friction. One of them is not entirely comfortable with how blunt the briefing was.
We sent three years of Facebook exports and expected a complicated model. What we got was a fourteen-chart pack that showed our always-on video line surviving every cut while the search terms that produced applications were underfunded. The finance lead finally stopped asking for “one ROI number.”
Mariam K., head of marketing, private education group, Tbilisi — measurement review, spring 2025
The pre-campaign plan felt fussy at first. Giorgi insisted we name a holdout for the Kutaisi stores. In August we were glad, because the Tbilisi outdoor flight looked wonderful until you looked at Kutaisi, which had no boards and still moved.
Levan D., retail marketing manager — measurement plan ahead of a summer outdoor flight
I still think they were hard on our agency. Some of the placements they called “unmeasurable” were brand work we had asked for. The charts were clear; the room was tense. I would book them again, but I would brief the agency first so the presentation is not a trial.
Anonymous commercial director, financial services — measurement review, 2024
The workshop used our actual monthly pack with the logos taped over. Two people on my team had never been told they were allowed to write “cannot say” on a slide. They do that now, which has shortened the Thursday meeting.
Sopho A., brand lead, consumer goods — team workshop at the Kostava Street room
A hospitality group with properties in Tbilisi and Batumi asked us to read the 2024 high season. They had two agencies, a booking engine, and a shared suspicion that “reach” on video was being treated as occupancy.
Ana spent the first fortnight matching reservation timestamps to the weeks when each property’s media was actually on. Several campaign names in the social export referred to a brand film that had run in May; the invoices for July still used the same name. Once that was untangled, the outdoor line along the Batumi boulevard sat next to a rise in direct bookings that search did not explain on its own. Two always-on social packages sat next to nothing in the reservation file.
The briefing was eight charts, not forty. The argument in the room was about whether brand film should be judged in the same period as occupancy at all. We marked that page as a judgment, not a finding. The group cut the two social packages for 2025 and kept the boulevard boards. They did not hire us to buy the next round of media, which was the point.
