Paid media strategy director on 2 client accounts.

A global media agency needed a paid media strategy director for 3 months on 2 client accounts, covering investment allocation, measurement and growth. The first 4 days went to the client's quarterly review.

In the first quarter, spend had run well ahead of plan for a much smaller gain in demand.

Twist built a reforecast layer on top of the team's per-market model. It covered 3 markets with 4 tactics in each, held under a cost-of-doing-business ceiling.

Twist cut the lowest-return tactics first and moved budget zero-sum to the markets running ahead of target. New tests and a market entry were funded only from the existing budget.

Then it presented the revised full-year forecast, with its rationale, at the client's quarterly review.

On paper, the reforecast closed the gap to the full-year target and held forecast revenue level or higher, with a buffer.

Twist then wrote the media landscape for the following quarterly review.