Economic pressure—rising inflation, tighter margins, shrinking profits—means unchecked ad spend is over. Most programs aren’t built to track or generate profit, and CMO turnover is at an all-time high.
This has created chaos: budgets, channels, and efficiency are in question. Old playbooks no longer work, yet many are slow to change.
Success now requires challenging outdated assumptions, prioritizing creativity, and adapting to faster innovation and stiffer competition. At a time when brands have more ways than ever to reach customers, they must rethink their strategies—or risk falling behind.
The reality is that efficiency alone is no longer enough. Data-driven decisions are valuable, but without bold creative ideas, campaigns fail to connect emotionally with audiences. Customers today expect relevance, personalization, and authenticity from the brands they choose.
Meanwhile, advertising platforms are evolving faster than most companies can adapt. What worked twelve months ago may already be outdated today. Brands that thrive will be those who move quickly, test aggressively, and learn from real results rather than theory.
It’s not about spending more—it’s about spending smarter. The future belongs to marketing teams that balance strategy with creativity, analytics with human insight, and bold experimentation with disciplined execution.
Jonah Kempsky
CEO of Asterik
Key sectors of industry expertise.
With deep roots in Fashion & Accessories, we understand the level of dedication and taste needed to cultivate an active following in the fashion space. Our expertise in performance creative, retail, and e-commerce equip us for any high-level engagement in fashion and accessories with brands like Buffalo Jackson & LC WAIKIKI.
We drive integrated growth programs for many Home Furnishings companies, and have consulted on diversifying channel strategies for these business. Our portfolio includes some of the largest Home Furnishings brands like Crate & Barrel.
Hospitality is one of the fastest digitizing verticals in B2C. We have developed specialized services to grow brand-driven hotels and restaurants looking for more meaningful customer relationships.
We have engaged with countless Beauty & Wellness challenger brands that have reshaped CPG, skincare, and wellness. Our clients executed over 150 million in follow-on capital last year alone. Portfolio brands include Necessaire, Beauty House by Ljudmila, PremiumlashesBIH, and many more.
We’re always looking at the next big thing in technology & SaaS and have done both agency work and strategic investment in many of them. We have close working relationships and advisory roles with brands like Medmo.
Our understanding of the dynamic between F&B and the impact digital media can have in driving sell-through is core to our strategies. We have had the privilege of working with top brands including Olipop.
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