WE HELP YOU LOSE LESS MONEY IN MARKETING
In the intersection
We work in the intersection of Marketing and Evolutionary Sciences.
We do Strategy from an Evolutionary Sciences perspective .
On the Tactical side we provide expertise on marketing and media efficiency, reducing fail & waste to put money back to work.
Who´s Charlie?
We are named in the spirit of two key Charlies that helped craft our vision of marketing and advertising and the products we offer to our clients.
@CharlieDarwin inspires our view of Marketing mixed with Evolutionary Sciences. We believe all human behavior has evolutionary roots.
@CharlieMunger inspires our view on Marketing Failure, as our focus is not on innovation but on error reduction. We aim to be less stupid every day.
WHAT WE DO
WHAT WE DO
#1 EvoS Strategy Services
Our behaviors as consumers are not spontaneous or new, all of them are the decedents of previous behaviors that have been evolutionary adapted and passed on from generation to generation.
Marketing is the art of influencing behaviors, so our process is to go Deep into the questions…
WHY DID THIS BEHAVIOR EVOLVED?
WHICH ADAPTIVE PROBLEM IS SOLVING FOR?
HOW CAN IT BE INFLUENCED?
#2 Marketing Fail Elimination Services
As Munger said ¨It is remarkable how much long-term advantage people like us have gotten by trying to be consistently not stupid, instead of trying to be very intelligent.¨
We are not the Genius Agency, we are the ¨less stupid¨ Agency.
We believe Marketing can benefit more from reducing unforced error and overall failure by solving…
WHERE AM I FAILING?
HOW CAN I SOLVE IT NOW?
HOW CAN I FAIL LESS?
OUR TOOLBOX
HumanOS
Our core Strategic framework that analyzes the roots of consumer behavior from an EvoS perspective and designs strategies and tactics to influence it.
Match
Tactical tool that uses signalling theory and Pshychometrics to align Brand positioning to people´s innate signalling needs.
Brand Signalling Analysis
Analyzes your advertising from an EvoS perspective and maps out all the darwinian-adaptive themes observed along with recommendations.
The FAIL100 Index
We´ve mapped out most of the ways brands are losing money in advertising and media.
Small tactical errors, holes in strategic thinking, plain out fraud, unnecessary intermediaries, reversed incentives, malpractice, unforced human error, and more.
We find the #Fails and provide actionable recommendations to eliminate them.
Signal Planning
Media planning based on signaling theory instead of GRP bean-counting.
As brands can over-focus on adding more GRPs to their buy, they lose on quality matches with programming.
Our way of planning uses a qualitative approach for Video planning based on Zahavian Signalling Theory applied to content.
Social Audit
Quick audit on your Social Media activity to find inefficiencies & best practices.
We map your brands on five aspects: Audience, Content, Paid, Commerce, Service and score your assets to find gaps and opportunities.
READ ALL ABOUT IT
All of our Marketing philosophy is distilled into our two books.
OUR FOUNDERS
OUR FOUNDERS
FELIPE KOPAITIC
Genetically programmed cursed to find the errors on everything.
Spent 15 years working in media and marketing. Retired early and now dedicated to the study of Evolutionary Sciences.
DIANA MORALES
Graduated in Consumer Psychology, Diana has been working with brands for over 15 years focusing on Brand Strategy from human-based to performance-oriented.
OUR VALUES
OUR VALUES
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Never sugar-coat it. Honesty is short-term pain but long-term gain.
Sacrifice profit for truth, always.
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Our default mode is to go against everything and everybody. As Charlie Munger said.. ¨Invert, always invert¨
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We have a bias for inaction. Every action has a cost, it´s expensive and must be justified. We are not ¨busybodies¨.
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We out-read & out-study everybody. Our main job is to study, our tool is our mind.
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You are free to pursue your own individual values.
We judge performance. Not a family, a team.
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Our archetype is the Court´s Fool. We speak truth to power and say the hard things.
HOW WE DO THINGS
YOU CAN CHOOSE ONLY TWO
WANNA CHAT?
WANNA CHAT?
BOOKINGS
BOOKINGS
Book Work-Days
Book as many work-days as you need with Charlie. You´ll be taken to a Paypal Checkout an we´ll invoice you for appropriate bookkeeping on your organization.