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Universal Sold Out 8 Weeks Deep. The Real Market Was Everyone Who Couldn’t Get In.
41 rooms. $153,000 per screen. And where this goes in the next 12 months.
 • Matthew Heyn
The Portfolio Prism: How Unilever Bought the World Cup Without Making a Hero Film
35 brands. 120 markets. 18,000 assets. And not one film anyone remembers. Here is what they actually built, and who ran the play first.
 • 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
Win Gen Z without outspending your rivals
How 48 Coach ads beat 280 from Michael Kors.
 • Matthew Heyn
Start Here: Every campaign failure has the same structural root. Here's what it is.
What Pepsi, WhatsApp, and Chili's have in common, and what it means for your next campaign.
 • 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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Your client will ask to copy this Cannes winner
The diagnosis to run before you say yes
 • Matthew Heyn
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
13:55
Your product looks identical to your rival's
The fix AXA found hiding in its own contract, and the 4 questions that surface yours.
 • Matthew Heyn
FIS Got 700% ROI Without Showing Their Product. Here's What Comes Next.
Why Showing Your Product Is Killing Your B2B Deals (And the Fix)
 • Matthew Heyn
14:49
Failure-State Frame: the 2026 B2B play to steal
Failure-State Frame: the 2026 B2B play to steal
 • Matthew Heyn
How Netflix gave 104 million people permission to stop scrolling
5 brands used it. Your client's competitors haven't named it yet. The window is 6-12 months.
 • 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 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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