Author · 2 editions
Written by
M. Halberg
Partner, Creative Direction
Co-founded AYMI and leads its creative practice — brand systems, art direction, and content built to perform. Years shaping identity and campaign work across DTC, gaming, and entertainment. Writes about the operator's view of creative, where craft and conversion meet.
NO.DateTitleAuthorRead
- 043APR · MMXXVIM. Halberg6 min →
Performance creative in the era of zero-cookie attribution
When platform-reported conversions stop matching MMM, the operator response is not to argue with the dashboards. It is to change what creative is being asked to do.
- 034MAR · MMXXVIM. Halberg5 min →
The pre-order curve is the launch
Day-one cost-per-install is the most expensive lie in gaming. The audiences that fund a live-service title are the ones who arrive at day thirty, not the ones who installed the demo.