The challenge
Spriggy's problem was not a lack of good ideas. It was that testing them took too long. The production pipeline was the bottleneck. By the time a batch of creative shipped, the insight that prompted it was stale, and there were not enough concepts in market to find the real winner.
What we did
- 01Killed the bottleneck
First drafts in 48 hours. A pipeline built for throughput, so ideas went from brief to market in days, not weeks. A full round in four weeks, against the three to six months other agencies took.
- 02High-volume testing
More concepts in market at once, each graded against the account. The more you test, the more winners you find, but only if the pipeline can actually feed the tests.
- 03Winners briefed the next round
Faster production meant the loop turned faster. What won told us what to shoot next while the data was still warm.
The result
CAC down 20% while production ran 64% faster. The two numbers are connected: speed of testing is what surfaced the winners that drove the efficiency. Spriggy's own write-up put iteration time 46% shorter.
Why it worked
The bottleneck was throughput, and we fixed throughput first.
48-hour drafts kept the insight-to-market gap short.
A faster loop means more chances to find the winner, and faster compounding.
“Gabe and his team really go above and beyond to create a memorable client experience, from the quality of work to the excellent communication. Gabe produces high quality creative every time and knows how to nail a creative brief.”
