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Your client will ask to copy this Cannes winner
Verkkokauppa paid TikTok creators in iPhones for views. The Private Mint pattern: how brands mint their own currency, where it works, where it fails.
 • Matthew Heyn
13:55
I expected a domestic violence awareness ad. What I found was a product demo that happens to save lives.
The copywriting move underneath the most awarded ad in France, plus the 12-month forecast.
 • Matthew Heyn
2:01
7 Hours of Research. 6 Minutes in Your Inbox. Every Week.
What The Strategy Signal delivers, and exactly how it's built. © The Strategy Signal
 • Matthew Heyn
Your product looks identical to your rival's
What if you changed the product, not the ad?
 • Matthew Heyn
Start Here: Every campaign failure has the same structural root. Here's what it is.
Signal Architecture: The Pattern Every Campaign Needs
 • Matthew Heyn
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The Strategy Signal
I expected a domestic violence awareness ad. What I found was a product demo that happens to save lives.

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FIS Got 700% ROI Without Showing Their Product. Here's What Comes Next.
Watch now | substack youtube video post/podcast
 • Matthew Heyn
14:49
Failure-State Frame: the 2026 B2B play to steal
The B2B emotional marketing strategy behind FIS, HP, and Workday, and how dramatizing the cost of the problem drives real pipeline.
 • Matthew Heyn
How Netflix gave 104 million people permission to stop scrolling
Netflix. Spotify. Lucky Charms. Febreze. All ran the same move. Here's the pattern and the window before it closes.
 • Matthew Heyn
12:32
The Fate Disguise: how 5 brands beat choice paralysis
Walk into your next client call with the move.
 • Matthew Heyn
The Phase 2 Question American Eagle Couldn't Answer
44 billion impressions. Record Q3. Q1 sales down 2%. The verified data and what comes next.
 • Matthew Heyn
17:58
It looked like a masterclass. It was a warning.
And the forecast before they ask you to replicate it.
 • Matthew Heyn
How to answer the client who asks how to grow without spending more on ads
Spotify's Wrapped generated 500 million shares with zero paid Meta ads. Here's the design decision behind it — and how your clients can run the same…
 • Matthew Heyn
12:25
The Strategy Signal
The Strategy Signal
Everyone reads the same campaigns. Nobody extracts the pattern or forecasts where it's going next. The Strategy Signal does. Weekly marketing intelligence for fractional CMOs whose clients expect them to see what's coming.
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Everyone reads the same campaigns. Nobody extracts the pattern or forecasts where it's going next. The Strategy Signal does. Weekly marketing intelligence for fractional CMOs whose clients expect them to see what's coming.
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