Are you leaving consideration to chance?
Media and Creative that helps brands get on, and stay on, the shortlist.
Talk to usThe gap
Most marketing is built for the start or the end of the journey.
Why the middle matters
The shortlist isn't fixed. It's won and lost during evaluation.
What is consideration content?
The content people go looking for before they commit.
The bigger the risk of getting a decision wrong, the harder people research. In that window they're asking two questions: does this feel right for me? and does it stack up? Consideration content answers both, wherever they look: social, YouTube, search and, increasingly, AI assistants.
Emotional
Does it feel right for me?
Reassurance, belonging and permission. Content that helps people picture themselves having made the choice.
- Real customer storiesPeople like them who've been through it, told in their own words.
- Life after the decisionWhat ownership or the result actually looks and feels like, day to day.
- Facing the fear head onNaming the worry people have (cost, regret, pain, embarrassment) and taking it seriously.
- The people behind the brandThe experts, makers and staff who'll look after them.
- Community and advocacyCreators, user content and reviews in context, not just star ratings.
- Brand momentsReminders of why you made the shortlist in the first place.
Rational
Does it stack up?
Certainty and proof. Content that answers the questions people actually type, with authority.
- Expert explainersSpecialists answering the real questions in the category, plainly and credibly.
- Objection handlingPrice, process, risk, time and "what if it goes wrong", dealt with openly.
- Honest comparisonsYou against the alternatives, including where you're not the answer.
- ProofResults, data, before and afters, independent reviews and awards.
- Product deep divesDemos, walkarounds and features explained in terms of what they mean for the buyer.
- Cost and valuePricing, finance, total cost of ownership and the trade-offs, made easy to follow.
- Built for search and AIStructured so Google and AI assistants find, trust and cite you when people compare.
Every format, every stage: short-form social, long-form YouTube, search landing pages, email and retargeting creative, all cut from the same content so nothing is made for one placement only.
Proof
Consideration content in the real world.
Removery
Emotion to start the conversation. Authority to finish it.
Tattoo removal is a considered, slightly anxious decision. We told the emotional stories of people who'd had their tattoos removed, giving others permission to take the first step. Alongside them, clinical content from doctors answered the rational questions about pain, sessions, cost and results, and built the authority to own the category's search terms.
on Google for 40+ tattoo removal search terms
more consultation bookings, year on year
cost per booked consultation
86 pieces of content across 3 formats, 8 channels and every stage of the journey
MGU9
Breaking into a shortlist that hasn’t changed in decades.
- Get on the listLaunch platform: A Creature With Comforts
- Stay on the listWe drill into each comfort and creature
- Win the decisionPrice-led retail content and test drive calls to action
We launched the MGU9 with one idea, A Creature With Comforts, to cut through emotionally in a category where shortlists rarely change. Then conversion content went deeper to give buyers a reason for each comfort and each creature, all backed by price and test drive offers.
[result, e.g. lift in consideration]
[result, e.g. test drive bookings]
[result, e.g. cost per lead]
48 pieces of content across 5 formats, 6 channels and every stage of the journey
Who you'll work with
You only ever deal with experience.
Consider This is three senior specialists covering strategy, creative and media. No juniors, no account layers, no hand-offs. We work in and out of your office as the job needs, and the people you meet are the people doing the work.
Jon Kelly
Strategy & Creative
Former ECD at M&C Saatchi and Creative Partner at Queen Charles. Work for Woolworths, CommBank, the Australian Olympic Committee, Samsung and Sony. D&AD, Cannes Lions and Effie winner.
- The consideration strategy and proposition
- Content ideas, scripts and production
- Creative quality across every format
Luke Christison
Media
11 years in media, including senior roles at Mindshare. [Add 2–3 clients or categories Luke has run.]
- Channel planning and buying
- Audience build and retargeting
- Budget pacing and optimisation
Aaron Martin
Digital Strategy
Digital strategist specialising in the mid-funnel and social. [Add years, previous roles and 2–3 brands.]
- The content journey by funnel stage
- Organic and paid social
- Testing plan, benchmarks and reporting
Senior only
The people in the pitch are the people on the work. Nothing gets passed down the line.
In and out of your office
We sit with your team when it matters, and get on with it remotely the rest of the time.
One team, one brief
Strategy, creative and media in the same room, so there's nothing lost between agencies.
Media: strategy and implementation in one team
Planned, bought and optimised by the people who wrote the strategy.
Most brands brief strategy, content and media to different agencies, then wait a quarter to find out what worked. We run them together. There's no re-briefing and no hand-off fees, and what we learn on Monday is in the content by Friday.
Map the decision
Research the questions, doubts and triggers in your category. Audit where you show up today, including in search and AI answers, and set the benchmarks we'll be judged against.
Build audiences by stage
Separate people who've just started looking from those comparing and those ready to buy, using your first-party data, site behaviour and engagement.
Test before we scale
Launch several content routes (emotional against rational, different hooks and formats) on small budgets with a clear hypothesis each. Cut what doesn't work quickly.
Sequence and retarget
Serve the next most useful piece of content based on what someone has already seen. Considerers get answers, not "buy now" ads they're not ready for.
Learn and reinvest
Optimise every week and report what we've learnt every month. Budget moves to what's working, and the next round of content is briefed from the data.
Then round again, sharper each time.
What we measure
- Shortlist lift. Whether more of the right people are considering you, through brand lift studies and benchmarks.
- Content that gets used. Watch time, completion, saves and return visits, not just reach.
- Share of the questions. How often you appear when people search and ask AI about your category.
- Quality, not just volume. Cost per qualified lead or enquiry, and assisted conversions.
- Retargeting efficiency. Frequency, overlap and wasted spend, so considerers aren't hammered.
Why one team is more efficient
- No translation loss. The strategist, the creative and the media lead are in the same conversation.
- Faster learning. Results go straight into the next brief, with no waiting on another agency's cycle.
- Content made to be tested. Built in variations from day one, so media has something to learn from.
- Less wastage. Media is only spent where the content is ready for that audience and stage.
Where to start
Get on the shortlist. Then stay on it.
Most engagements start with a Consideration Audit. We map the questions buyers in your category are asking, check where you show up across search, social and AI answers, and show you where the shortlist is being lost. Then we fix it, with the content and the media to match.
Audit
Where you're winning and losing consideration today.
Plan
The content, audiences and test plan, stage by stage.
Run
Make, launch, learn and improve, every week.