POSTHUMAN ANNOUNCEMENT

EVERY COMPANY SHOULD GROW/CREATE LIKE A STARTUP

Cutting-edge growth strategy, creative, and data interpretation is the future. We’re embracing and utilizing the evolution of the internet. Are you? Be Posthuman

Intro
Over the next few weeks, the Phenomenon Detroit team will evolve into Posthuman, a brand we believe is much more fitting with who we are as a company, as professionals, and where marketing and advertising is headed.

Since starting Marketing Supply Company over 8 years ago, I’ve always pushed our team to be at the forefront of all digital marketing tech and tactics, continuously pushed our company to get better, and used all available cutting edge strategies and tactics, technology, and tools to generate results. I’ve always preached that to be good at this job and working in this environment, your computer should feel like an extension of yourself. You should have a deep understanding of how the internet works, how to manipulate the machine you sit in front of all day to quickly do the things you want it to do for us and for our partners.

Being Posthuman is about embracing the future and the technological advances of our society to become better marketers and creators. ‘Posthuman’ isn’t just a name — it’s a mindset that will guide us in our short- and long-term decisions for ourselves and our partners.

Every company should grow like a startup
Posthuman will embrace the future of the internet
There’s a reason startups can enter and disrupt even the most well-established markets. Outdated teams, strategies, tactics and simple complacency can slow growth and allow emerging competitors to eat into [your] market share. Through our experience growing companies from inception to IPO and helping scale current market leaders, we know what it takes to avoid stagnation, continue innovating, and keep your business on an upward trajectory. As partners in your growth, we’ll examine your current strategies and way of thinking to ensure your business is always exploring new opportunities. After all, we see more marketing challenges in a week than most businesses see in a year.

Every company should create like a startup
We’re not here to win awards, we’re here to grow your revenue
Paying an agency $200k for over-produced video creative that’s not built for a specific channel is a thing of the past. Outdated agencies in the market continue to develop self-serving creative for the purpose of winning awards, not achieving client objectives. That’s not us. Our purpose as a channel-driven growth agency, and now a creative studio is to execute work that earns companies revenue, not meaningless praise in the ad world echo chamber.

Our creative will be beautiful, engaging, and will connect with your audience on an emotional level — but it will be built to perform for your business. Not for any other reason.

The intersection of data-driven growth and creative
With today’s communication, entertainment, and social platforms making changes to how advertisers are able to track behavior and engagement on their channels, companies not only need to evolve their distribution, but their creative approach to stand out.

Due to these changes, two years ago, the digital advertising industry was in a panic, concerned with its survival. Rather than wringing our hands and doing the same old things, we started testing new approaches to performance marketing.

What we discovered was the central importance of creative to strategy. Unable to simply rely on the ad platforms’ all-powerful algorithms, creative would have to serve as the tip of the spear, breaking up feeds, gathering data at different funnel stages, and teaching us more about our audience.

The launch of Posthuman Studios
Up to this point, you’ve probably thought of us primarily as a data-driven growth marketing agency focused on KPIs. That part isn’t changing. What is changing, however, is how we’re approaching the relationship between data and creative.

Our studio now exists to change the way creative assets are conceptualized, produced, and deployed in an era where our lives are lived increasingly online. Audiences are found in streams, feeds, and platforms, each with a specific character. Reaching that audience and effectively driving them to action requires advertising creative that reflects an innate understanding of these channels’ evolving trends, tones, and hard-wired user behaviors — things influenced and engineered by the machine-learning within channels themselves.

The studio team will create experiences that are simultaneously arresting and engaging in their imagery and sound, and at the same time accessible and authentic to the channels and how people use them. The fusion of data with imagination — rapidly created, tested, and iterated — yields scroll-stopping creative that communicates key brand messages to audiences, teaches us about what works and doesn’t, and helps drive growth results at scale.

An update to how we work with you
We’re doubling down on partner experience
Led by our Partner Experience (PX) Team, we’ll be rolling out a number of new initiatives over the next couple weeks which are detailed below.

• Partner Experience (PX) Team: At Posthuman, we strive to provide our clients partners with the best experience possible. Our new PX Team’s role is to ensure this is being done on a day-to-day basis. Using tools, technology, and automation, the PX team is there for you, not only to reach your goals and KPIs but to make your lives easier while achieving them. Nothing changes with who you’re communicating with daily on our team, but we are making enhancements to how we work with you and the rest of your team.
• Google Drive access: Google Drive access will change from ‘Phenomenon’ to ‘Posthuman.’ You ’ll see an invite to your new folder over the next 24 hours. Nothing will change for you there — it’s just a new place where everything lives.
• Slack: Our Slack account branding and your login URL will change tomorrow evening, after hours. When that happens, you’ll need to sign back into your account. If you have any issues, please don’t hesitate to email your Account Manager Partner Experience Manager, who will be happy to assist you.
• Client Portal access: Next week, you’ll receive access to a new client portal where you’ll now be able to access invoices, dashboards, roadmaps, and onboarding and process documentation.
• Monthly Surveys: It’s important we understand what you’re thinking as a partner. Starting on 12/1/22, we plan to send a monthly Net Promoter Score survey. That survey is intended to provide us with your open and honest feedback so we can improve our performance, as well as your experience. We would greatly appreciate it if you would take just 2-3 minutes each month to complete the survey.
• Communication: Besides Slack, email, and conferencing, we’re going to be exploring other forms of communication like video and voice messages to relay information. This will help us achieve greater clarity and efficiency in our interactions with our partners, and ensure the right messages are always being sent and received.

Continuous improvement + Stronger partnerships = Results
We want to have fun and create deep, trust-filled relationships with our partners. That means you’ll see small changes and continuous improvements during the lifetime of our engagement to make your overall experience better. Our promise to you and your team is that we’ll always be working to get better, not only in the results we drive, but also in the way we work with you and your team.

What’s next
Moving forward, you can expect the same brilliant, fun, and data-driven focus we’ve always brought to our partnerships, with an even deeper emphasis on experience, automation, technology, data, algorithms, and tools. We’re excited to have you on this journey with us, and we can’t wait to see what lies ahead for our partnership.