About
Small. Senior. On purpose.
BAD is an independent consultancy, not an agency machine. The people you meet on the first call are the people who do the work.
Who we are
Built to stay small.
Agencies scale by adding juniors and managing them with process. Quality dilutes, fees inflate, and the deck gets thicker to compensate. We run the opposite model: few clients, senior people only, and advice we are willing to be measured on.
We work with founders, CMOs, and marketing leads who already know their marketing could be working harder and want someone to find out exactly where.
Philosophy
Four rules we do not break.
Diagnosis over decoration
Nothing gets made until we know what is broken. Creative without a diagnosis is expensive guessing.
Strategy first
Everything else follows. A sharp strategy makes average execution work. A vague one wastes brilliant execution.
Evidence beats taste
We have opinions and we hold them loosely. The market votes, we count the votes.
Remove before adding
Most marketing is improved by subtraction. Fewer channels, fewer messages, fewer metrics, more force.
Range
Many sectors is the strategy.
Specialists know their industry playbook. That is also their limit: everyone in the sector runs the same one, so nobody gets an edge from it. We work across SaaS, ecommerce, fintech, media, and more, and we carry the patterns across the walls.
A pricing move that protects margin in ecommerce becomes a packaging fix for a SaaS tier. A retention rhythm from subscription media becomes a fintech onboarding sequence. Narrow specialists cannot make those trades. That trade is the job.
The name
Why BAD.
The name is a filter. Companies that want comfortable advice find us alarming, and they are right to. Companies that want the truth about their marketing find it refreshing.
We would rather be BAD and effective than agreeable and ignored.
Next step
See if we fit in one call.
No pitch deck. Bring your numbers, we bring questions. Both sides know within thirty minutes.