our approach
At any given moment, only a small percentage of your market (~3%) is actively ready to buy.
Most people are earlier in their journey. They are noticing a problem. Feeling a frustration. Seeing a trigger. Asking a vague question. Comparing options quietly. Following a category. Reading around an issue. Or simply living their life until the need becomes obvious.
That is where most growth is hiding. This is where the Intender framework helps brands grow.
The mistake most brands make is treating the whole market like the 3%. They push conversion messages too early, spend heavily on channels before understanding the person, and miss the symptoms that appear before the sale. Intender was built to fix that.
Every purchase decision starts the same way. Something shifts – a need, a problem, a moment of curiosity. That shift is the symptom. And the person experiencing it is an Intender – someone moving toward a decision, whether they know it yet or not.
Our job isn’t to push your message at as many people as possible and hope some of them care. Our job is to find the people whose symptoms align with what your brand solves and meet them there, with the right message, in the right place, at the right moment.
That’s what makes advertising useful. Not annoying.
If you’re in-market for any product or service, then you are an intender. Which means, you are on a quest to find a solution to your problem.
Many brands want you to follow their prescribed pathway and hear their message throughout their funnel; however, people want to go their own way.
There is no single moment when a person becomes a customer. Depending on where they are in their journey, they need a completely different kind of conversation. We call this the I⁴ framework — Intent, Interest, Inspiration, Intelligence — and it shapes every strategy we build.
Intent
When someone types a symptom into Google, asks an AI assistant for a recommendation, or searches a comparison site — that’s intent. It’s the clearest signal in marketing. They’ve raised their hand. They are ready.
Intent marketing is about owning the moments that matter most. Appearing when the search happens. Ranking where the decision is made. Being found not just on Google, but across the full landscape of how people search today — including AI platforms like ChatGPT and Gemini, where the rules are being rewritten in real time.
This is existing demand. Our job is to make sure it finds you, not your competitors.
interest
Before someone types a search, they leave signals. The content they consume. The accounts they follow. The categories they engage with. These behavioural patterns tell a story about what they’re thinking — before they’ve put it into words.
Interest marketing reads those signals and puts your brand in the spaces where your audience is already spending time. Not interrupting them. Engaging them. With content and creative that fits the platform, respects their attention and earns the right to be seen.
This is latent demand. Our job is to move it forward.
Inspiration
Not every future customer is searching today. Some haven’t named the problem yet. Some have it but haven’t connected it to a solution. Some just need to see the right thing at the right moment for something to click.
Inspiration is brand-building with intelligence behind it. It’s not reach for the sake of reach — it’s using intent and interest data to find Future Intenders and create discovery moments that feel relevant rather than random. The goal is to plant your brand in someone’s mind so that when the symptom does emerge, you’re already part of their thinking.
This is future demand. Our job is to create it.
Intelligence (The Foundation)
Before we recommend a single channel, we use IntenderView — our proprietary intelligence layer — to map real consumer behaviour in your category. Where is demand? Where is it going? Where is your budget working and where is it being wasted?
This isn’t research for the sake of research. It’s the foundation that makes every decision sharper, every dollar go further and every result easier to explain to the people who need to understand it.
On average, our Media Waste Audits identify 30–40% of existing spend that isn’t working. That money doesn’t disappear. It gets redirected — to the Intent, Interest and Inspiration moments that actually convert.
Most media planning works outward from budget. We work inward from the person.
We start with the audience closest to a decision — the people with the clearest symptoms, the strongest intent, the highest readiness to act. We make sure your brand owns that space completely. Then, and only then, do we widen our reach to build the pipeline of Future Intenders — protecting long-term brand growth without wasting spend on the wrong people at the wrong moment.
Every dollar works harder from day one. Not because we spend more cleverly. Because we think before we spend.
That’s what good advertising does. It finds the right person at the right moment and gives them a reason to choose you. Not through volume. Not through repetition. Through relevance.
If you’d like to understand where your current marketing sits across Intent, Interest and Inspiration — and where the real opportunity is — let’s start there.
Media strategy, planning, buying and growth marketing
Work for enterprise, FMCG, finance and consumer brands
