YALO VALUE: ROCK IT OUT 
Be motivated. Be a self-starter. Be a leader. Take risks and make decisions. Never forget that we’re the pros so don’t be afraid to put your ass on the line.

Watch almost any action movie and you’ll notice that at some point, plans fall apart.

Communications go down. The map is wrong. The expert is unavailable. The person who’s “supposed” to have the answer… doesn’t. Luckily, there’s almost always someone who steps up. Not because they were asked to. Because someone had to.

Give or take a few explosions, this translates pretty well into the world of client problem solving. Whether you’re launching a brand, running a business, or trying to solve a difficult problem, there eventually comes a moment when no one is going to tell you exactly what to do. The people who make things happen are the ones willing to make the call. In other words, people who “Rock it Out.” 

Life without knowledge is death in disguise -Talib Kweli 

Expertise Comes With Responsibility

Clients don’t hire agencies to wait for instructions. If they already knew the answer, they wouldn’t need us. They hire us because they’ve hit a challenge that requires a fresh perspective, a creative solution, or simply someone who’s willing to say, “Here’s what we think you should do.”

That’s the difference between an order taker and a partner.

Dream the dreams of other men / You will be no one’s rival – Pearl Jam

Initiative Is a Competitive Advantage

The biggest opportunities rarely arrive with a pre-written brief.  Sometimes they’re hidden inside a client conversation. Sometimes they’re a problem no one else has noticed. Sometimes they’re the uncomfortable opinion everyone is quietly avoiding.

The people who grow the fastest aren’t necessarily the smartest or richest. They’re the ones who move first. They ask the extra question. They volunteer for the hard project. They make a recommendation instead of waiting for permission.

Action by one has a funny way of creating momentum for everyone. 

I’m jumping in the deep end / It’s more fun to swim in – Gracie Abrams 

Put Your Ass on the Line (Respectfully)

Our value says it plainly: We’re the pros, so don’t be afraid to put your ass on the line. This is internal messaging for the tribe, but we think it’s important for everyone to know where we’re coming from when we approach work. 

It’s not because we think we’re always right. It’s because we care enough to have an opinion. The safest thing an agency can do is agree with everything a client says to do. That makes the agency a vendor, not a partner. Sure, you’ll get deliverables. But will they actually deliver? 

Great partners challenge assumptions. They defend good ideas. They admit when they’re wrong. And they stand behind their work because they know it was built on experience.

First, you jump, then get wings -Simple Minds 

Rock It Out

So what does “Rock It Out” actually mean in practice?

It means we don’t wait for someone else to solve the problem. We bring ideas before they’re requested. We make recommendations instead of presenting endless options. We ask hard questions, challenge assumptions, and aren’t afraid to disagree if we believe there’s a better path forward. 

For our clients, that means working with a team that’s fully invested in the outcome, not just the assignment. The brands that grow are the ones willing to evolve, take calculated risks, and trust experts who know when to push and when to pivot.

At Yalo, “Rock It Out” means earning the confidence to lead through preparation, experience, and curiosity. It’s about treating every challenge like it’s ours to solve and every opportunity like it’s ours to seize.

This time I’m gonna do it my way – Janet Jackson 

A lot of companies treat content and UX as separate disciplines: content is the words, UX is the design. And while they do require different skill sets to create, the end users experience them together. The interface guides people visually, while the content guides them mentally, helping them understand what’s happening, what to do next, and why they should trust the experience in the first place.

A strong UX/content strategy intentionally combines both. It shapes how information is organized, how users move through experiences, and how language and design work together to reduce friction and build clarity.

That strategy answers questions like:

• What information do users need at each moment?
• What questions or anxieties might they have?
• How can content reduce confusion?
• How should information be organized to support decisions?
• What tone builds trust?
• How do design and language reinforce each other?

Navigation labels, onboarding flows, forms, product descriptions, buttons, help articles, microcopy, and calls to action are all part of the same experience. A polished interface still fails if users don’t understand what’s happening.

So how can you tell when a UX/content strategy is truly working? Here are some of the clearest signs:

Users Stop Feeling Lost

One of the strongest indicators of effective UX/content strategy is that users rarely have to stop and ask themselves questions like, “What does this mean?”, “Where do I go next?”, or “What am I supposed to do here?” When experiences are unclear, users feel friction immediately, even if they cannot fully explain why.

Strong strategy removes that ambiguity by delivering the right information at the right moment, in the right tone, and with the right amount of detail. Instead of feeling overwhelmed, users feel guided.

The Experience Feels Easier

The best UX/content strategy often feels invisible. Users move through experiences naturally because instructions are clear, navigation labels make sense, buttons communicate specific actions, and information is organized logically. Most users will never consciously notice the strategy itself. They simply experience less friction.

Fewer People Abandon Important Processes

When users feel confused or overloaded with information, they leave. Strong UX/content strategy reduces those drop-off moments by making experiences easier to understand and navigate.

That often leads to:

• More completed checkouts
• Higher form completion rates
• Better onboarding completion
• Increased feature adoption
• Lower bounce rates

Sometimes even small word changes can significantly improve user confidence during key moments.

Customer Support Questions Become More Specific

One subtle sign of improvement is the evolution of support requests. Weak UX/content strategy often creates repetitive confusion-driven questions like “How do I do this?” or “Why can’t I find this?” As clarity improves, those questions decrease.

Support conversations become more nuanced and less focused on basic navigation or comprehension issues, which usually means users are finding answers more independently.

Teams Start Thinking Beyond “Copy”

Strong UX/content strategy changes how organizations think about content. Instead of treating words as decoration added at the end, teams begin recognizing content as part of the user experience itself.

Writers are brought into conversations earlier, UX and content decisions happen together, and product teams become more intentional about clarity. Content stops being treated as filler and starts being treated as infrastructure.

Users Trust the Experience More

Clear communication builds trust. When content is thoughtful and well-structured, processes feel more transparent, expectations feel clearer, and decisions feel easier. Even errors feel less frustrating because users understand what happened and what to do next.

Over time, that clarity creates confidence in the overall experience.

The Brand Voice Feels Useful, Not Performative

Good UX/content strategy balances personality with clarity. Users should feel the brand’s tone without sacrificing comprehension.

That means:

• Clever headlines still communicate something useful
• Personality never overrides usability
• Calls to action stay clear
• Product language feels human instead of corporate
• Content sounds consistent across channels

The goal is not to sound impressive. The goal is to help people move forward.

Information Feels Easier to Navigate

When UX/content strategy improves, users spend less energy searching for what they need. They can scan pages more quickly, compare options more easily, understand priorities faster, and find answers without feeling slowed down by the experience.

That usually comes from improvements in content hierarchy, information architecture, headings and labels, content grouping, progressive disclosure, and search functionality. Good strategy respects users’ attention by organizing information in ways that reduce effort instead of increasing it.

Different Touchpoints Feel Connected

Users should not feel like they are entering a different universe every time they switch platforms or channels. Effective UX/content strategy creates consistency across websites, apps, emails, help centers, customer support, and marketing materials.

That does not mean identical language everywhere. It means users encounter a consistent logic, tone, and structure that helps them feel oriented no matter where they interact with the brand.

Overall: Users Feel More Confident Than Confused

At its core, UX/content strategy helps people understand, decide, and act with less friction. If users regularly feel overwhelmed or uncertain, the strategy still has gaps.

But when users feel informed, capable, guided, and confident throughout the experience, the strategy is working. Over time, that clarity becomes part of the brand experience itself.

Meet David Berry

If you’ve ever sat in a meeting where media targeting starts to sound a little overwhelming, David Berry is usually the one making it all make sense.

As VP of Media at Yalo, David’s job is to help clients understand all the incredibly powerful, sometimes ‘creepily’ accurate, ways we can reach the right people, in the right place, at the right time. But more importantly, he helps them understand what it actually means for their business.

Making the Complex Feel Simple

David’s day-to-day lives at the intersection of data, strategy, and storytelling. He pulls together insights, connects the dots, and turns it into something clients can actually use. His goal is pretty simple:  If a client walks away saying, “I get it” or “let’s do that,” then the work is doing what it’s supposed to do.

Work That Actually Changes Outcomes

A lot of media wins live in dashboards like clicks, conversions, performance lifts, and those matter, but sometimes the impact is a little more tangible.

One project David points to is a specialized private elementary school. The goal was growth, and the result? They exceeded their enrollment cap by more than 20%. Now they’re breaking ground on a campus expansion. That means more students, more opportunity, and a real-world outcome that goes beyond metrics. And knowing Yalo played a role in that is the kind of work he’s proud of and that sticks.

“Be Tribe First” Isn’t Just a Line

For David, Yalo’s “Be Tribe First” value isn’t something you talk about, it’s something you practice. He leads with the belief that if people feel supported and taken care of, the work will follow, not the other way around.

It’s a simple approach, but it works. When the team feels good, the work tends to be better. And when the work is better, clients feel it too.

Known for Connecting the Dots

David will be the first to say it’s a little uncomfortable to call out your own strengths, but if you ask around, one comes up a lot: He’s really good at taking a lot of information and turning it into a clear, digestible story. Not just what’s happening, but why it matters and what to do next. And in a space where things can get complicated fast, that clarity goes a long way.

Creativity From Unexpected Places

David’s creativity doesn’t come from a single source, it’s built from curiosity. Hip hop. Boxing. Legos. Not your typical marketing toolkit, but that’s exactly the point. Those varied interests shape how he thinks, helping him approach challenges from different angles and bring fresh perspective to the work.

Life Outside of Work

Outside of Yalo, David’s focus is all about family. His wife, Jessi, and his son, Noah, are at the center of everything.

Beyond that, he loves road cycling, boxing, and teaching—serving as an adjunct professor at the University of Miami for the past six years. It’s a role he finds incredibly rewarding, giving him the chance to share knowledge and connect with young people.

One unexpected fact? David has 19 half-siblings, and his family story has been featured in major outlets like The New York Times and Good Morning America. Safe to say, he brings a uniquely broad perspective to everything he does.

David’s Impact

At its core, David’s work is about more than media, it’s about impact. Whether he’s helping a business grow, a school expand, or a client see things more clearly, he brings a rare combination of analytical rigor and human understanding. At Yalo, that’s exactly what great work looks like.

By David Berry

Marketers humans love certainty. But reality rarely cooperates.

And that’s true in business. Markets change. Platforms change. Costs change. Sometimes the strategy you believed in on Monday looks shaky by Thursday.

That’s why our best media plans aren’t rigid documents. They’re a guide, but a guide that always ties directly to business outcomes, adapts as data rolls in, and scales when the proof is present.

Here’s how we build them.

1. A Goal Without a Measure Is Just a Wish

Every media plan starts with a simple question: what outcome actually matters to the business?

Sometimes that’s straightforward. Leads. Sales. Bookings. App installs. Revenue.

Other times the answer sits higher in the funnel. Brand awareness. Consideration. Maybe education. In those situations, the role of media isn’t to close the sale directly, but to create the conditions that make the sale possible later.

Either way, the principle is the same. Every objective needs a measurable signal attached to it.

If the goal is awareness, we define the signals that prove awareness is growing.

If the goal is consideration, we define the signals that prove it’s deepening.

If the goal is conversion, we track the metrics that track to revenue.

A media plan without defined success metrics isn’t a strategy, it’s a guess.

2. We Start With People, Not Platforms

One of the quiet traps in our work is platform bias.

Many agencies default to the same playbook every time: Meta and Google for digital.

Programmatic display for reach. TV for awareness.

But media channels are tools, not strategies.

The real starting point is understanding the audience: who they are, what they care about, how they spend their time, and where messages might have disproportionate impact.

A homeowner considering a major renovation behaves differently than a college student choosing a food delivery app. A grocery category manager evaluating new suppliers lives in a completely different information ecosystem than a consumer shopping for patio furniture.

Different behaviors create different media opportunities.

Sometimes the answer really is Meta or Google (there’s a reason they’re so massive; their platforms work). But, other times the highest-impact placements live somewhere less obvious: a niche publication, creator partnerships, or situational moments where the message carries more weight. Or Facebook mom groups (seriously, they’re incredible).

It’s simple thinking. But it requires discipline.

The platform should serve the audience strategy. Not the other way around.

3. Flexibility Isn’t a Backup Plan. It’s the Plan.

No matter how thoughtful the strategy is, the first version of a media plan is a hypothesis.

We have research. We have benchmarks. We have experience. But until campaigns are live and real data starts coming in, every assumption still needs to prove its worth.

That’s why flexibility is built into the structure from the beginning.

Budgets can shift between audiences.

Creative approaches can evolve.

Channels can scale up or scale down depending on performance.

If the data confirms the strategy, we lean in and expand the investment.

If the data tells us something different, we pivot. 

The goal isn’t to defend the original plan. The goal is to produce the best possible business outcome.

Being wrong is okay — as long as you pivot quickly.

The Real Advantage of Flexible Media Planning

When a media plan is tied to real outcomes, grounded in audience behavior, and designed to adapt to live performance data, it becomes more than a repeatable process.

It becomes a growth engine.

Good signals get amplified.

Weak signals get corrected.

And the strategy improves with every cycle of learning.

That’s how media our plans flex.

And that’s how we scale.

Let’s start with a simple truth. The way people find information online has changed alot.

In 2026, many people don’t start with a search engine. They open tools like ChatGPT, Google Gemini, Perplexity AI, or Claude and ask a question.

“What’s the best CRM for a small team?”
“What’s the difference between assisted living and skilled nursing?”
“What running shoes are best for wide feet?”

Instead of sending users to ten different websites, these tools read across the internet and generate a direct answer. For brands, that shift changes the rules.

If your company, expertise, or products are not showing up in those AI responses, you are missing a growing share of the conversation. That’s what we call AI visibility. And right now, it matters more than ever.

What Is AI Visibility?

AI visibility is how often your brand appears in answers generated by AI assistants.

That appearance can take a few forms:

• Your company is mentioned as a recommended option
• Your website is cited as a source
• Your content helps inform or shape the answer
• Your product or service appears in comparisons or lists

In other words, AI visibility determines whether your brand shows up when people ask AI tools about your category. And increasingly, that is where research begins.

Why AI Visibility Is Becoming Critical for Brands

The rise of AI assistants is changing how people discover and evaluate businesses. Here are three reasons brands are paying attention:

1. More research starts with AI

Instead of clicking through pages of results, users are asking AI tools for explanations, recommendations, and comparisons. These tools summarize information and provide a clear response. For many users, that answer is enough to move forward with a decision.

2. AI answers shape early trust

When an AI assistant consistently mentions certain companies, those brands gain credibility quicky. If someone asks an AI tool for the best options in a category and your company appears in the response, you have already earned attention before the user ever reaches your website.

3. Discovery is becoming more “zero-click”

AI answers often give users what they need without requiring them to open multiple websites.This shift toward zero-click discovery means brands cannot rely on rankings alone. They need to make sure their expertise is visible directly inside AI responses.

How Brands Can Improve AI Visibility

The good news is that improving AI visibility does not require starting from scratch. Many of the same principles that drive strong content and search performance still apply. They just need to be adapted for the way AI systems gather and summarize information.

1. Answer real questions clearly

AI assistants prioritize content that provides straightforward answers.

That means creating resources such as:

• FAQs
• decision guides
• comparison articles
• step-by-step explanations
• educational content that clarifies complex topics

The clearer the answer, the easier it is for AI systems to reference it.

2. Build authority around a topic

AI tools tend to reference websites that demonstrate consistent expertise.

Brands that publish thoughtful, helpful content about their industry are far more likely to be cited than sites that only publish promotional material. Think educational resources, glossaries, guides, and insights that genuinely help users understand a topic.

3. Structure content so AI can read it easily

Formatting matters more than many brands realize. Content that performs well in AI answers often includes:

• clear headings and subheads
• concise paragraphs
• bullet lists
• direct definitions
• logical page structure

In other words, content that is easy for humans to read is also easier for AI to interpret.

4. Maintain strong search fundamentals

Traditional SEO still plays a major role. Fast websites, clear navigation, strong internal linking, and authoritative backlinks all help search engines and AI systems understand your content and trust it as a source. AI visibility builds on top of these foundations.

The Yalo AMPLIFI Way

This is exactly the kind of shift we help our clients navigate with our proprietary AI methodology, AMPLIFI.

Strategy, creativity, and storytelling matter just as much as technology. And therefore, we believe the future of AI must still feel human and authentic, because humans engage with authority and authenticity.

Our team applies AMPLIFI for brands to ensure their digital presence is built for the way people use AI to search today. That includes:

• developing AI-ready content strategies
• structuring websites so information is easy for AI systems to interpret
• building topical authority through helpful educational content
• aligning SEO and GEO strategies so brands perform well in both search engines and AI assistants

Sometimes that means a website overhaul. Other times, it’s a content strategy designed around the real questions customers ask every day.

The goal is simple. When someone asks an AI tool about your industry, your brand should show up in the answer. AMPLIFI accelerates our clients’ progress toward their goals.

The Bottom Line

Traditional SEO is still important, it just is not the whole picture anymore. Today, brands need to think about visibility across multiple discovery channels, including search engines, AI assistants, social platforms, and voice interfaces.

The companies pulling ahead are the ones making sure their expertise is easy to find, easy to understand, and easy for AI systems to reference.

Because when someone asks AI a question in your category, your brand should be part of the answer.

If your strategy feels neat, tidy, and immediately agreeable… there’s a good chance it’s not doing enough.

Good strategy can often look messy. In fact, the best strategies almost always start with a bit of discomfort. They challenge assumptions. They surface tension. They force hard conversations. And that’s exactly why they work.

Comfort Is a Red Flag

“Safe” thinking tends to reinforce what already exists. It favors familiar language, proven tactics, and incremental change. That can feel reassuring, but reassurance isn’t the same as progress.

When strategy feels too comfortable, it’s often because:

• It avoids tough tradeoffs
• It protects legacy ideas instead of questioning them
• It prioritizes consensus over clarity
• It mirrors competitors rather than differentiating from them

Comfort keeps things running. Discomfort is what moves them forward.

Discomfort Means You’re Asking the Right Questions

Early-stage strategy should feel awkward because it’s poking at things we usually avoid:

• Who are we actually for, and who are we not for?
• What’s no longer serving our customers, even if it once did?
• What are we doing out of habit instead of intent?
• Where are we confusing activity with impact?

These questions don’t produce instant answers. They can even create friction. But thinking through the answers is what can lead to groundbreaking new ideas.

The Tension Is Where the Insight Lives

The most valuable strategic insights often sit in the uncomfortable middle: Between what leadership wants and what customers actually need, what data says and what instinct resists, speed and sustainability, and growth and focus.

It’s tempting to rush past this phase to “get aligned” and move on. But alignment without a little tension usually means something important was left unchallenged.

Sitting with discomfort allows patterns to emerge. It gives teams the space to connect dots, test assumptions, and uncover opportunities that don’t show up in a brainstorm.

To be clear: Discomfort isn’t the end goal. That said, to create effective change, it’s needed to reach a result teams can feel proud of.

When teams push through it together, strategy becomes sharper.Priorities get clearer because tradeoffs are made.Messaging gets stronger because it’s rooted in truth. Decisions get easier because they’re anchored in intent. All of this means that execution improves because everyone understands the why, not just the what. 

The work feels harder at first, but it saves time, money, and rework later. That’s an outcome everyone can agree on.

Discomfort Requires Trust

None of this works without psychological safety. Discomfort in strategy should never mean chaos or conflict for its own sake. It requires:

• Open dialogue
• Willingness to challenge ideas, not people
• Leadership that invites dissent
  Teams that value curiosity over defensiveness

When trust is present, discomfort becomes a shared experience, which strengthens teams instead of fragmenting them.

If It Feels Easy, Look Again

Strategy is meant to clarify direction, create focus, and unlock growth. And that almost always requires pushing past what’s familiar.

So if the strategy phase feels uncomfortable – good! That means you’re stretching. 

Stick with it.

Because on the other side of discomfort is the kind of strategy that actually changes things.

Meet Eric Cantini

As Senior Vice President and Chief Revenue Officer, Eric plays a critical role on Yalo’s leadership team. He’s deeply involved in business development, serves as an Executive Sponsor for key clients like M&T Bank, PruittHealth, and Jackson + Coker, and works every day to position Yalo as a true strategic partner, not just a vendor.

A Partner-First Mindset

When Eric talks about his work, one thing comes through clearly: partnership matters. He’s known across the team for his ability to align Yalo’s talent, strategy, and services around shared client goals.

“The best situations,” Eric says, “are the ones where Yalo and our clients act like true partners working toward the same objectives.”

Driving Impact at Scale

One project Eric is particularly proud of is Yalo’s work supporting a healthcare partner with a  new Continuing Care Retirement Community. This wasn’t a single-discipline effort. It was a full, integrated engagement that brought together UX/UI design, content strategy, copywriting, creative, WordPress development, paid media, and ongoing account and project management.

The best part? Our client got a cohesive digital experience that helped generate tours and build momentum for a major new community while reinforcing Yalo’s role as a long-term, strategic partner.

Tribe First, Always

Eric’s connection to Yalo runs deep. Having spent the past 10 years with the company, longer than any other role in his career, he leads with a strong sense of care and commitment.

“I always try to be Tribe First,” he says. That value shows up in how he supports teams, advocates for clients, and helps set others up for success. Eric is especially skilled at creating the right conditions for collaboration, ensuring teams feel aligned, empowered, and confident in the work they’re delivering.

He thrives on learning about new industries, new business models, and new challenges. That curiosity fuels his creativity and keeps his work fresh, no matter how long he’s been in the game.

Life Outside the Office

Outside of work, Eric stays just as active. He’s a big fan of adult team sports and can often be found playing ice hockey or co-ed sand volleyball. He also spends a lot of time cheering on his kids at their high school sporting events and in the spring, he takes on the role of Volunteer Assistant First Base Coach for high school baseball.

Eric’s leadership, partnership-first approach, and genuine care for Yalo’s people and clients make him an invaluable part of the team.

We’re lucky to have him helping lead the way, and even luckier to call him part of the Tribe.

There was a time when music genres were sharply defined. Rock was rock, hip-hop hip-hop, country country, you get it. Of course, that time is long gone. The music industry has since discovered that crossing boundaries is what makes music exciting, and the most revered musicians in history are the ones that weren’t afraid to swerve out of their lane. 

Hip-hop is a part of rock & roll because it comes from DJ culture. DJ culture is the embodiment of all genres and all recorded music, if you actually pay attention to it. -Chuck D

With music so goes culture. Just like your playlist is filled with artists who can’t be easily defined (not to mention jumps from genre to genre), culture no longer zeroes in on one thing. You stream a podcast, scroll a meme, watch a doc, then buy something based on nothing but “vibes.”

That’s how people live now. So why would we (I’m talking specifically about Yalo now) want to stay in one lane? Hence: we are all genres. It’s actually one of our core principles. 

We’re creative and strategic. Curious and focused and unified by the idea that the best work doesn’t come from playing it safe, it comes from blending influences that weren’t “supposed” to work together. That’s what modern marketing demands.

People Are Complicated. That’s a Good Thing.

Audiences are savvy and layered. Everyone has grown up being marketed to nonstop and are quick to recognize BS and pandering. To get their attention it’s important to offer something beyond a sales pitch. If you have a product that truly meets a need, great. Go with that. Tell the truth. If not, make them laugh or at least make them think. Be original, be it through product or marketing. 

Every day is a miracle. You’ve got to sing for your supper. – David Byrne 

For Yalo, being “all genres” means we don’t force brands into pre-packaged tones or trend-chasing templates. We listen first. Then we find the right mix of sound, style, and substance to connect with real people in real moments.

The Magic in the Mashup

Some of the most iconic music ever made came from breaking rules: Hip-hop sampling rock, country borrowing from blues, pop stealing from everywhere (seriously, what does the category “pop” even mean anymore?) 

Marketing works the same way. The strongest ideas happen when storytelling meets performance. When data mixes with intuition. When a brand’s heritage collides with where culture is heading next.

No one worries about genre when they’re dancing. – Skrillex 

Built for a World That Won’t Sit Still

So what does this mean for your brand? Well, the world moves fast. Platforms change. Algorithms shift. Audiences evolve overnight. Agencies must be agile and willing to shift quickly in order to produce work that stands out. 

For Yalo, “we are all genres” isn’t a vibe. It’s a strategy. It keeps our work flexible, relevant, and ready for whatever comes next. It allows us to move fast without losing soul, and scale ideas without sanding off their edge.

At the end of the day, being all genres doesn’t mean chaos. It means harmony. Different perspectives. Different disciplines. One shared goal: create work that cuts through, connects, and actually means something. And whether your brand needs to amplify its presence, refine its focus, or define a direction that hasn’t yet been explored, we’re ready to plug in and get noisy (or keep it acoustic, up to you!). 

Meet Rachel Gehrs

At Digital Yalo, the thoughtful and intentional work injected into our design work is a direct result of Rachel’s leadership. As Yalo’s VP, Creative Director, Rachel blends sharp strategic thinking with a deeply human approach to creativity, one rooted in curiosity, culture, and care for the people behind the work.

Leading Creativity, Day In and Day Out

In her role, Rachel oversees Yalo’s creative vision, guiding brand systems, visual identities, and campaign concepts from idea to execution. Day-to-day, that means collaborating closely with designers, strategists, and account teams to connect business goals to creative expression and make sure the work not only looks beautiful, but means something.

Work Inspired by Real-Life Design

One standout project Rachel loved working on was GenCap’s brand identity. Inspired by high-fashion influences (specifically Victoria Beckham’s ready-to-wear collections), the project was designed for an audience of affluent women, with a refined color palette and confident, modern sensibility. It’s a perfect example of how Rachel translates inspiration into strategy, creating work that’s aspirational yet grounded.

Creativity Rooted in Culture

Rachel’s creative philosophy is deeply shaped by her surroundings. Cleveland’s vibrant cultural scene with world-class museums and theater to major sports teams and incredible dining feeds her curiosity. A recent visit to the Cleveland Museum of Art’s Renaissance to Runway exhibition left a lasting impression, showcasing how centuries-old art can spark modern couture. That same idea, honoring the past while designing for what’s next, runs through Yalo’s work and values.

What the Team Knows Her For

Ask around, and you’ll hear a consistent theme: Rachel is a leader who trusts her team. She empowers people to do their best work without asking them to sacrifice what matters outside the office. She’s approachable, supportive, and relentless in advocating for her team, which is a rare quality. She’s someone who listens first and works hard to remove obstacles so creativity can thrive.

Life Beyond the Office

Outside of work, Rachel is all about family, fresh air, and staying active. Summers are spent outdoors with activities like gardening, playing catch, and tending to the family’s pandemic-era chicken project. She’s also often found at sporting events with her family, soaking in the energy of the city she loves.

She also just got a puppy, Arnie, named after Arnold Schwarzenegger. No joke. Rachel admires his ability to stay positive, reinvent himself, and accomplish wildly different things over a lifetime (she highly recommends the Netflix documentary!). It’s a mindset she carries into her own life and leadership.

Why Rachel’s Leadership Matters

At Yalo, creativity isn’t just about aesthetics, it’s about intention, trust, and impact. Rachel Gehrs embodies that belief every day, leading with vision, empathy, and an unwavering commitment to both the work and the people behind it.

Throughout the modern marketing industry’s short, dynamic history, one question has always dominated: What’s next?

Marketers spend millions each year chasing the next big thing, gambling on what’s going to hit and following trendmakers wherever they lead. But following usually leads to a huge problem: chasing doesn’t work. By the time you catch up to culture, it has already moved on.

Think Different (Not the Apple “Think Different,” a Different Think Different)

Brands that create culture instead of chasing it are the ones that win, but those cases are rare. You either need the budget to constantly experiment until something sticks (think: funny, intriguing daily video social content), or you need a lot of luck (think: Stanley Cup’s influencer strategy). Even the smartest, funniest, most award-winning work doesn’t guarantee a place in the conversation. After all, how many people outside of advertising know who won a Cannes Lion, or even what that is?

So maybe we should stop thinking about what’s next and start talking about what matters. All this chasing, creating, and throwing things at the wall in hopes that something sticks has created an incredibly crowded space, making the ability to stand out more important than ever. And rising above in the new year is going to require taking a higher road. 

The High Road? That Sounds Like Something a Nerd Would Use.

By now, you may have seen a recent Wall Street Journal piece on the role of storytelling in building brand loyalty. It wasn’t about the brand-anthemy, long-form copy kind of storytelling. It was about the kind of storytelling that gives brands context. The kind that tells the world who a company is, where it fits within the competitive set, why it exists at all, and, most importantly, why anyone should care. Because in a world where AI can write a brand anthem, a “big, bold rally cry” means nothing without the substance to back it up.

In a world flooded with content, the brands that win aren’t the loudest; they’re the clearest. They’re the ones that can articulate a point of view and sustain it across channels, leadership voices, customer experiences, and culture. Audiences are tired of being targeted, optimized, segmented, and “journeyed.” They’ve developed an almost supernatural ability to sniff out content that exists solely to sell them something.

But You Just Told Me AI Is the Future. What Gives?

Which brings us to AI. By 2026, AI won’t be the headline anymore, it’ll be background noise. As we’ve said before, AI is a tool, and it will remain one. It will quietly power personalization, media buying, forecasting, content testing, and a hundred other things we no longer think twice about.

The mistake brands are already making is assuming that because AI can generate, it can also connect. It can’t, at least not on its own. The brands that get it right will use AI the way great teams use great tools: to move faster, spot patterns sooner, and free up time for real thinking.

Show Up Authentically, Confidently, and Wearing a Snazzy Jacket 

At the same time, trust is becoming the real currency of marketing. Privacy changes, disappearing cookies, and growing consumer awareness have shifted the power dynamic. There’s a reason word of mouth and unpaid recommendations remain the most powerful forms of advertising: they’re among the few sources people still trust (most of the time). By 2026, ethical data practices will be a brand signal. Companies that are clear about what they collect, why they collect it, and how it benefits the customer will stand apart in a market that still struggles with transparency.

Another shift that’s impossible to ignore is the move away from one-off influencer moments toward true creator ecosystems and brand communities. Audiences don’t want to be “influenced” anymore; they want to belong. They want to see brands show up consistently, collaborate authentically, and earn their place in culture rather than rent it for a campaign cycle. Once again, it comes back to honesty and meaning.

But Wait, There’s More! It’s Media!

But how will people be reached? Short-form video, live formats, and immersive experiences aren’t trends so much as the default language of modern communication. The brands that perform best aren’t necessarily producing more content; they’re producing content that understands how people actually consume it: quickly, emotionally, and often on mute.

Behind the scenes, marketing teams are changing too. Roles are blurring, with strategy, creative, data, and technology increasingly overlapping. The most effective teams heading into 2026 are built for adaptability, not perfection. They test, learn, adjust, and move on. They value judgment as much as output, and curiosity as much as efficiency.

But can brands be authentic without authenticity becoming just another marketing buzzword? That’s a blog for another time. In the meantime, marketing is still about making people feel something and then do something. The tools have changed. The pressure has intensified. The margin for error has shrunk. But the core truth hasn’t moved an inch.

So What’s Next? (Hey, There’s That Question Again) 

For Yalo, it’s not about chasing every new platform, format, or promise. It’s about using every tool at our disposal (technology, data, creativity, and yes, AI) to help brands show up honestly and with intention. We’ll keep focusing on work that earns attention instead of demanding it, builds trust instead of gaming the system, and creates real connection instead of noise. Because the brands that win next won’t be the loudest, they’ll be the ones that know who they are, why they exist, and how to show up meaningfully in people’s lives.

Marketers love to talk about acquisition. It’s flashy, it’s measurable, it looks good on a dashboard. But the truth? Long-term growth comes from loyalty. And loyalty doesn’t happen by accident. It’s earned, step by step. Too often, brands either rush the process or skip it entirely, then wonder why customers ghost them after one purchase.

Here’s how to avoid the one-and-done trap and build loyalty that actually lasts:

1. Stop making your lead form a hostage negotiation

If you want someone’s information, give them a reason.  We have conversations with clients about this all the time. “We don’t want them to go to Amazon, we want them to buy from us, so we should ask for their email address and phone number, and blood type, and…” Yeah, sure thing. You want someone’s information? Give them value. If it’s an e-commerce business, a purchase incentive is always an obvious one for a first-timer. Or a free gift with purchase. If it’s an item or service with a longer lead time, help them pre-solve their problems. 

Give them rich content, video tutorials, downloadable step-by-step guides, etc. Give them so much valuable information that they’re practically salivating to fill out your lead form. Give real value.

Salesforce has a great, well-known product and a great reason to fill out their lead form

2. Use data responsibly

Personalization doesn’t mean blasting every buyer with the same recycled offer. If someone’s already shown you what they’re interested in, reflect that in your messaging. Respect the signals your customers give you, and use them to create experiences that feel tailored, not tone-deaf.

Let’s say you buy a men’s t-shirt from an e-commerce brand that sells both men’s and women’s apparel. You don’t want email promotions for women’s clothing—you’ve already shown you’re shopping in the men’s category. Easy enough. Now imagine you fill out a lead form to learn about a complicated piece of software to automate processes for your business. That shouldn’t trigger an immediate sales pitch. Instead, it should be an opportunity for you to receive rich content that answers common objections, shares case studies, or shows how to use the tool if you sign up for a free trial. You want to feel like the brand understands you, and you want experiences that prove it. The more granular the personalization around your specific behaviors and interests, the better.

3. Make it impossibly easy to reach you

No one wants to sit on hold, send an email into a void, or fight through a clunky return process. They want instant access through chat features or bots, DMs or call services that save your spot in line, then call you. They want easy returns and they don’t want to have to wait for their purchase to be credited either.” Make everything easy. It’s easy to hate on Amazon, but everything we just mentioned, they’ve mastered. You can jump on live chat with a real person in one or two minutes. You can get digital shipping labels for returns, and sometimes they don’t even bother with having you return the item. They have exhaustive FAQs. There is rarely a question you can’t get answered or a problem you can’t get resolved in under 5 minutes with them.

You know why Amazon is kicking everyone’s ass? Because they do things customers like. Convenience isn’t “nice to have,” it’s table stakes. Live chat, clear FAQs, instant shipping updates, seamless returns—that’s the standard now.

4. Help customers get the most out of your product

Buying is only the beginning. Think about the amount of times you’ve needed an answer quickly and have relied on helpful digital content to solve your problem. We’d guess it’s been more than a dozen times month over month – it definitely is for us. Tutorials, quick tips, videos, or community forums help customers feel confident in what they’ve chosen. 

Many skincare brands are great at this, particularly since so many people feel insecure and unsure if they’re doing it right. Don’t allow them to feel that way if you can do something about it.

5. Keep delivering value

One of our clients, Dash, has seasonings that are salt-free, which is great for people who want to watch their sodium for their heart health. In news that won’t surprise you, even eager customers can get bored of just talking about the heart. So we’ve worked with them to make sure their web content speaks to the whole person – packing meals with flavor, having the power to adjust salt in their meals, finding their own personal flavor, and family-focused recipes. 

Share content that speaks to your customers’ broader interests and needs. Surprise them with stories, insights, and reasons to stay engaged beyond the transaction. Boredom is the enemy of loyalty. The more intimately you connect with your customer, the more likely they are to find reasons to stick around. 

6. Do what others won’t

Include personalized notes in your shipping packages. Call a customer and thank them for their business. Give them early access to new product launches, or exclusive content. Ask them for their opinion or to join a focus group about new product ideas. Anyone can do these things, and most of them don’t cost a dime. But few will actually do the work. Be one of them.

This list certainly isn’t exhaustive. Loyalty programs, referral perks, and exclusive communities all add to the mix. But the point is simple: if you treat customers like one-time transactions, that’s exactly what they’ll be. If you treat them like valued partners, they’ll keep coming back.

At Digital Yalo, strategy and creativity get a lot of attention, but behind every successful campaign is our Account Management (AM) team making sure it all clicks. They’re the relationship drivers, the dot-connectors, and the calm in the storm. They’re trusted partners who make sure our clients don’t just get work delivered, they get solutions that move the needle.

What Account Management Really Means at Yalo

At its core, account management here is about owning the client relationship. Our AMs dig deep to understand a client’s goals, challenges, and bigger picture, then translate that into actionable strategies with our internal teams. They oversee timelines, budgets, and quality while also helping clients see the strategic value behind the work.

Unlike agencies where AMs act as order takers, Yalo’s team is wired differently. We don’t just check boxes. We ask questions, anticipate needs, and bring proactive ideas to the table. As one of our AMs put it: “We’re true partners with our clients. We want what’s best for them, not just what’s best for the agency.”

Strategic Thinkers and Problem Solvers

Whether it’s navigating a tough feedback round, re-scoping a project, or mapping out a massive website launch on a tighter timeline than expected, our AMs thrive on problem-solving.

When one client pushed their launch date up by months, the AM team worked with both the client and internal teams to create a phased rollout plan. The client felt heard, internal teams weren’t burned out, and the launch still happened on time with a roadmap for post-launch priorities. That’s the kind of balance and foresight that turns challenges into wins.

Building Trust That Lasts

Trust is the foundation of every great partnership, and our AMs take that seriously. Transparency, consistency, and reliability guide everything they do, whether it’s setting realistic expectations, owning a mistake, or celebrating client wins.

Our philosophy: clients should never be left guessing. That means proactive communication, status updates before they’re asked for, and solutions before problems escalate. Over time, that approach builds credibility and shows clients they’re in good hands.

Relationships Beyond the Work

At Yalo, relationships don’t stop at deliverables. Our AMs genuinely care about clients as people, like what motivates them, what they value, even what’s going on in their lives outside the office. That human connection makes the partnership real and long-lasting.

As one AM put it: “The real value we bring goes beyond the data—it’s in the problem-solving, the strategic thinking, and the connections we make. We’re responsive, calm in hectic situations, and always willing to go above and beyond.”

At the end of the day, Digital Yalo’s “secret sauce” isn’t just in our ideas. It’s in the connections our Account Management team makes and the trust they build. 

Struggling to make the most of your digital advertising? You’re not alone. Between shifting algorithms, rising ad costs, and endless options for where to spend, it’s easy to wonder whether your efforts are really paying off.

Whatever your motivations may be, we’re here to help you achieve them.

A digital advertising audit isn’t about pointing fingers or ripping apart your strategy. It’s about taking a clear, honest look at what’s working, what’s not, and where there’s room to grow. We don’t believe in a one-size-fits-all approach, so we’ll tailor our recommendations to fit your specific needs.

For some brands, the goal might be more leads or higher sales. For others, it’s building awareness, connecting with the right audience, or even carving out a stronger role in their industry. No matter the endgame, an audit offers the kind of insight that helps you align your advertising with your bigger picture.

Here’s how we tackle digital advertising audits:

1. Define objectives: Before we begin the audit, we clearly define objectives. What is our client hoping to achieve with their digital advertising? Are they looking to increase website traffic, generate more leads, or improve ROI? Having a clear set of objectives helps focus the audit and ensure that we are measuring the right metrics.
2. Gather data: We collect all the relevant data from their website, email, and social and digital ad channels. This should include metrics such as website traffic, click-through rates, conversion rates, engagement rates, and cost-per-acquisition. We use tools like Google Analytics, social media analytics, and email marketing software to gather this data.
3. Evaluate website: We start by evaluating the website, checking for any technical issues that may be impacting SEO or user experience. We also look for broken links, slow loading times, or any other issues that may be negatively impacting the website’s performance.
4. Evaluate email marketing: Review email marketing campaigns to determine if they are achieving the client’s goals. Evaluate open and click-through rates, as well as conversion rates. Make sure that their email campaigns are optimized for mobile devices and that they are using best practices to avoid ending up in spam folders.
5. Evaluate social media channels: Evaluate social media channels to determine if they are reaching the target audience(s) and generating engagement. Look for opportunities to improve content and engagement strategies. Determine which social media channels are providing the most ROI.
6. Evaluate digital advertising campaigns: Evaluate digital advertising campaigns to determine if they are delivering results. Look at cost-per-click, cost-per-acquisition, and return on ad spend. Identify any areas for optimization, such as targeting or creative.
7. Identify strengths and weaknesses: After evaluating each channel, identify the strengths and weaknesses of the digital advertising strategy. Determine what is working well and what needs improvement.
8. Develop an action plan: Based on our findings, we develop an action plan to improve the client’s digital advertising strategy. We prioritize the changes that will have the biggest impact on their objectives. Set measurable goals and track progress over time.
9. Implement action plan: Implement the changes identified in our action plan. Monitor progress and make adjustments as needed.
10. Review and refine: Conduct regular reviews of the digital advertising strategy to ensure that we are staying on track and achieving the client’s objectives. Refine the strategy as needed to keep pace with changes in the market and new opportunities.

A fresh look at your digital advertising can uncover opportunities you didn’t even realize were on the table. If you’re ready to see where your campaigns stand and how they could work harder for you, reach out. We’ll dig into the details, cut through the noise, and help you build a strategy that actually delivers.

For all of the complex innovations, new channels and tech stacks in advertising, the industry’s reason for being isn’t that complicated.

It’s this — have a great product/experience with a clear value proposition, then go find your customers and delight them with the news.

It doesn’t matter how many obnoxious buzzwords you can pack into a self-indulgent LinkedIn post; if you can’t do the above, then your proprietary tech ‘whatever’ isn’t worth a damn.

Despite that simplicity, too many brands/marketers never bother to understand, at an intimate level, where their consumers spend their time, how they spend their time, and what they want from that time spent.

Hello, Customer Journey Map.
A Customer Journey Map takes all of those questions and turns them into a comprehensive understanding of how customers experience a brand. It’s critical to ensuring all advertising efforts are working in concert to hit the target. Here are some important questions to start with when building a Customer Journey Map for your brand:

• How does someone come to discover and know your brand the way you know your brand? 
• Where are the places that they learn what they need to know to purchase? 
• What’s involved in the actual purchase experience both on and off-line?
• After they purchase, how do they maintain a strong relationship with your brand and/or become loyal and buy more? 

In our experience, these questions generally lend themselves to five categories that belong in your Customer Journey Map:

1. Discovery. Users don’t ‘discover’ brands out of thin air; they discover them when brands are smart about where and who they talk to. This includes social channels/groups where their customers are, gaming sites where their customers play, product samplings at places their customers go, etc. In short, go where they are and be present.

Want to talk about getting discovered? In the physical realm, few brands (recently) have done it better than Oatly.

2. Consideration. Okay, so you’ve got their attention. Now what? In this stage, users tend to get closer to you through product pages or landing pages, lead forms, white papers, etc. Zoom sessions or (eventually) face-to-face meetings. If your lead is getting ‘warmer,’ so to speak, that means they’re asking peers (and influencers — the real ones, not the Instagram models) about you or looking at ratings/reviews too. 

And keep in mind that consideration is also a function of share-ability. You’d be amazed at how many sales get made on WhatsApp, Slack, G-Chat, or on-site chat features. So, yeah, embed yourself there too. 

Be omnipotent (err, close to it). And think about what really gets people to consider you — can you offer a free trial? An incentive? A side-by-side comparison? A money-back guarantee? Or how about the use of Augmented Reality to try items on from a smart phone…

Warby Parker built a massively successful business on the back of the consideration phase of their business model doing just that.

3. Acquisition. This is the holy grail for most marketers (though loyalty is arguably more important). The transaction. The money exchanging hands. But it’s not as simple as watching the register ring. 

Again, place messages in the context of where the user is shopping. Chances are, they’re in your store on or offline. Repeat messaging to people who’ve clicked on ads with intentional calls to action are the most common pathway to purchase. But remember — you know your customers are on multiple channels. Don’t go all in one channel just because you like the attribution data (your customer doesn’t care about your attribution).

Also, is checkout easy? Do you make it easy to add other items to the online cart, and can customers see shipping and savings costs before they have to enter their credit card information? And what happens when they land on the thank you page? 

But that just scratches the surface. If you’re selling online, maybe you can’t offer two day shipping like Amazon. That doesn’t mean you can’t delight the customer while they’re waiting — give them shipping updates. Invitations to join the community of buyers they’re joining. Send them videos on how to use or style the product, or tutorials on how to get the most value out of it. Build anticipation! And what about when they open the package? The sneaker biz has nailed this — unexpected packaging and boxes with special gifts and surprise notes inside. Cards with detailed information on where to leave reviews, or hashtags to use to share the experience. Everything is an opportunity to enrich the shopping experience. And this doesn’t even begin to touch retail. Ask yourself how you can delight a customer at every point in the process. Then get to work.

4. Service. Much as we’d like every purchase to go smoothly, the reality is there are a multitude of reasons that they don’t. Whether a product doesn’t fit right or it’s defective or the customer just needs help, there’s an entire ecosystem that must be constructed to deliver service to customers in need. 

But no one wants to call a 1-800 number. No one wants to email a service account and wait a week for a stranger to reply. They want instant access through chat features or bots, DMs or call services that save your spot in line, then call you. They want easy returns and they don’t want to have to wait for their purchase to be credited either. 

Touch points along the way include a strong FAQ section on the website, terms & conditions, digital return labels and return confirmations, and more. As a bonus, utilize YouTube for tutorial videos too.

Boom. Instant access through a chat feature — and a successfully expedited return and new purchase.

5. Loyalty. We talked about the glory of acquiring a new customer. But the real glory (and cost savings, and lifetime value) is in keeping one. Continue to deliver content that showcases product usage and styling ideas. Give your best customers access to early releases or new product drops. Encourage them to rate/review you! Ask for their feedback, then listen to it. Delight them once in a while with things that show your appreciation. Go out of your way for them; offer incentives, or notify them when their favorite items are back in stock, or are coming out in new styles. Invite and engage them in communities of their peers, and hand the keys to them.

Take the case of Mini Cooper, where drivers have coordinated their own road rallies all across the country. Mini could’ve found a way to shut it down on legal terms. Instead? They embraced it and joined the fun.

Putting each of these steps together makes for a truly comprehensive customer journey map. And doing so makes it easier to put together a media plan that really speaks to the customer you want, and not just a catch-all because everyone else is doing it. 

Go where your customers are. Put messages in those places. And then, delight them like it’s your job. It is.

If there’s one thing few people argue about in the world of sports, it’s that mascots rule. Even the ones that are literally just a teenager jumping around in a cheap costume have the ability to make even the grouchiest fan smile. One of the biggest names in the game is Blooper, the Atlanta Braves’ lovable spokes…thing. Though relatively new to the world of mascots, his antics have skyrocketed him into the ranks of Mr. Met or those weird-looking presidents that run across the field at Nationals games.

That’s why, as Cortland Apartment Communities’ agency and mascot enthusiasts, we jumped at the chance to work with Blooper. Even better, we got to pair Cortie and Blooper as the best of frienemies. But let’s back up for a second.

As part of Cortland’s partnership with the Atlanta Braves, we were given the opportunity to film on-field content to complement signage around Truist Park. Naturally, we wanted to bring together two legendary mascots in some way. But how? We tossed around ideas: having them go on a date, having Cortie run the bases, even bringing in other mascots for a “training day.” Eventually, we landed on Cortland’s tagline: Next Level Living. And since Blooper represents Next Level Baseball, it was time to see who was truly the most Next Level.

Through a series of wacky challenges, Blooper and Cortie tried to one-up each other—until Cortie finally emerged victorious. Why? Because he lives at Cortland. Also because he can do a pretty cool handstand walk.

The video not only lives online at cortievsblooper.com, but imagery from the shoot also made its way onto signage around Truist Park, where passersby can pose with Blooper and Cortie.

From on-field video to park signage to shareable social moments, the Cortie vs. Blooper matchup created a cohesive story that strengthened Cortland’s visibility with Braves fans while reinforcing its own brand promise. That’s the kind of work we call Next Level.

Meet Jorge Garcell

In every company, there are those standout individuals who make an indelible impact—people whose dedication, expertise, and attitude elevate the entire organization. Today, I want to shine the spotlight on one such remarkable employee whose contributions have gone above and beyond expectations: Jorge Garcell.

Not only does Jorge bring a wealth of knowledge and a work ethic that never falters, but his thoughtful approach to every task, no matter how big or small, has set him apart. 

A native of Venezuela and now a resident of New Jersey, Jorge has a deep appreciation for the country he lives in and a true zest for life. He always, no matter what, has a great attitude and positive outlook! He is a friend to all, passionate about life, his work and his family. He and his wife recently became grandparents to a beautiful baby girl named Emma! Jorge loves being a grandpa/abuelo and would be pleased to show you baby pictures upon request! 

Unmatched Expertise

One of the first things you notice about Jorge is his deep knowledge as a Senior Developer. He has a remarkable ability to grasp complex concepts and break them down into understandable, actionable insights. Whether it’s troubleshooting a tricky technical issue or explaining processes to clients or me, his expertise shines through. Clients have repeatedly praised his ability to quickly assess challenges and offer clear solutions. It’s not just what he knows, but how he conveys it that makes him so special. 

Hard Work & Dedication

Jorge is the epitome of a hard worker. He doesn’t just meet expectations—he exceeds them every single time.

He has consistently demonstrated that no task is too small or too big to tackle with the same level of commitment. Whether it’s staying late to ensure a project meets its deadline, deploying something over the weekend,  or putting in extra effort to make sure every detail is perfected, his work ethic has been a cornerstone of his success and a huge asset to the company.

Thoughtful and Empathetic

What truly sets Jorge apart, however, is his thoughtfulness. He’s not just concerned with getting the job done; he’s invested in making sure the experience is positive for everyone involved! He takes the time to listen to others, carefully considering their perspectives and concerns before taking action. This thoughtful approach builds strong, trusting relationships, and creates a collaborative, inclusive environment where ideas are shared freely.

It’s not every day that you come across someone as dedicated, knowledgeable, thoughtful and energetic as Jorge. He sets the bar high and his contributions have made a lasting impact on me and Digital Yalo! We are lucky to have him!

At Yalo, we believe that true success lies not just in the destination, but in embracing the journey along the way. It’s not just about completing projects or hitting milestones. We want to focus on enjoying the ride, navigating through the highs and lows, and always looking for ways to improve as we go. 

In the fast-paced world of digital marketing, we know that the road to success isn’t always straight. There are bound to be ups and downs, unexpected detours, and yes, the occasional stop for Funyuns. But it’s this very unpredictability that makes the journey so exciting and rewarding. This mindset isn’t about simply staying on track, it’s about leaning into the twists and turns with positive energy and enthusiasm.

Navigating the Highs and Lows

The highs are exciting, no doubt. The moments when everything clicks: When a campaign outperforms expectations, or a creative idea transforms into a stunning result. Those moments remind us why we do what we do. But it’s the lows that teach us the most. In those challenging moments, when things don’t go as planned or when the results don’t reflect our effort, we embrace the opportunity to learn and grow.

At Yalo, we know that true growth happens when we face challenges head-on and stay determined to improve. Every low moment is an opportunity to refine, rethink, and push ourselves to get better. 

The Unexpected Stops 

Of course, no journey is complete without a few unexpected stops. The road ahead might take a detour, things might not go as expected, or sometimes, we might just need a break to enjoy a snack (because who doesn’t need a road trip snack every now and then?). These moments, while seemingly small or even distracting, are part of what makes the journey enjoyable and fulfilling.

Here at Yalo, we embrace these stops, whether they offer a laugh, a creative pause, or a chance to reconnect with what’s important. A sense of humor  and a willingness to find balance make everything more enjoyable. The tour, after all, is just as important as the work itself. 

The Power of “Embrace the Tour” in Client Work

When it comes to delivering outstanding results for our clients, this mindset of embracing the journey makes all the difference. At Yalo, we don’t just deliver on what’s asked. We aim to push ourselves to go above and beyond. We stay adaptable, ready to make improvements at every turn, and we never settle for “good enough.”

The power of embracing the tour is about continuously improving, even when things are already great. It’s about pushing past comfort zones and always striving for the best work, knowing that the journey is what makes the final result that much more meaningful.

A Mindset for the Future

In an industry where trends change quickly and competition is fierce, standing still isn’t an option. Embracing the Tour is a mindset that ensures we never stop evolving, learning, and improving. It’s about being agile, staying positive, and constantly striving to do better, no matter what. This kind of work makes our work better, but it also makes our team stronger because we’re all on the road together.

If you’re looking to elevate your own work, our advice is this: Embrace the ups, learn from the downs, and always make room for a little Funyuns and humor along the way. In the end, it’s that balance and commitment to continuous improvement that will make all the difference.

When a client asks, “What’s the ROI of [insert ad channel here]?” what they’re really asking is, “Which magic button can I press to make results appear?”

We get it. Attribution is intoxicating. ROAS feels like truth. And with the rise of AI-powered buying tools, real-time dashboards, and third-party data integrations, it’s never been easier to see results. 

But here’s the kicker: the numbers you can track are only part of the story. The rest? That’s where we come in.

Our Approach

At Yalo, our media team is built differently, with the knowledge that data is a critical tool, but it’s not the whole tool belt. 

We’re full-funnel, full-service, and fully fluent in the nuances of both digital and traditional channels. And yes, when to trust ROAS metrics, and when to be a healthy skeptic. From CTV and podcasts to SEM, print, programmatic, and beyond—we’re not here to rack up views, we’re here to make them count.

How? We use in-platform and third-party AI tools not just to chase efficiency, but to ensure impact. 

Whether it’s uploading a CRM list through LiveRamp, creating historical geotargeting audiences via third-party partners, or running brand lift studies across healthcare or general market categories, we’re not guessing—we’re pinpointing.

The Planning Process

Our planning process is powered by research partners like MRI Simmons and Comscore. 

Our buying is enriched with purchase-level data from credit bureaus and intent signals. And our reporting? Custom dashboards that are live, accessible, and actually usable, so clients aren’t stuck staring at a spreadsheet asking ‘so what?’

Get Creative

But tech alone won’t win the war.

You still need great creative. An integrated media mix. A message that lands. And yes, that includes a team that understands your business well enough to challenge your assumptions.

While it’s tempting to chase short-term wins with last-click logic, the truth is: 91% of people who buy your product saw your ads and didn’t click them (Nielsen). 80% bounce between devices before purchase. And 40% use more than one screen to complete a transaction (eMarketer).

So, what’s the ROI of that?

Truth is, the most impactful plans don’t just ask, “What channel will convert?” They ask:

• Where does your audience live, scroll, shop, or tune out?
  
• What will they remember tomorrow?
  
• What combination of message, medium, and moment creates action?
  

That’s what we do.

The Yalo Difference

Our tribe connects the dots between strategy, storytelling, and sales. Between the art and the algorithm. Between “what you’re doing” and “why it’s working.”

There’s no magic button. Just media done right. And that’s the Yalo way.

By Brittany Lavy

Meet Melissa Ito: The 24/7 Creative

Digital Yalo hasn’t been the same since Associate Creative Director Melissa Ito joined our agency. She’s a creative powerhouse. When Melissa isn’t being creative at work or being a rockstar mom of 2, she can be found crafting landscapes and ecosystems within games such as Animal Crossing and Minecraft. She simply can not go a day without creating. 

An Invaluable Asset

Melissa is an expert at bringing creative concepts to life through digital media. She manages design workshops with clients, brainstorms UI concepts for projects, executes cohesive visuals across multiple channels and offers her wisdom and talents to anyone and everyone who needs her. 

Melissa has not only become a fundamental part of our team but an extremely valuable asset to our process. She has brought new practices to our agency that have helped our team and clients surpass their goals and expectations. 

Melissa’s Influence to Those Around Her 

One of Yalo’s values is to Amp it Up to 11, meaning we are always working to improve and deliver the absolute best work to our clients. Melissa embodies this approach fully. One phrase she uses that always rings true to me is “I think we can explore this more.” 

Melissa is constantly exploring ideas and concepts. When she’s not pushing boundaries herself, then she’s pushing her teammates to keep designing outside of the box. You think you’re done designing this section of the website? You’re not, keep exploring. This mindset has helped us push even further by throwing out the old and keep tip tapping away to a more impactful design. 

Melissa’s impact on our team is undeniable. Her dedication to exceptional UI solutions, combined with her boundless creativity, has elevated our work and strengthened our entire department. As a vital force within and beyond the UX/UI team, she continues to push boundaries, inspire innovation, and drive our success forward.

The world of ecommerce is constantly evolving, and Meta has solidified its role as a key player in this transformation (Note: TikTok Shops is wildly popular too, or was, depending on which way the news cycle goes by the time you read this. For now, we’re focusing on Meta). In April 2024, Meta made it mandatory for brands using Facebook and Instagram Shops to adopt Meta’s in-app checkout process. 

Previously, businesses could leverage Shops while handling the checkout and payment process through third-party platforms like Shopify. Now, Meta’s integrated checkout system is the only option for brands to operate Shops.

How Meta’s Move Has Reshaped Social Commerce

Meta’s decision to discontinue offsite checkout for Shops has significantly changed how businesses and customers interact on the platform. Here’s a closer look at the implications:

• Mandatory In-App Purchases: Businesses are now required to utilize Meta’s checkout system, removing the option to redirect customers to external websites for transactions.
• Restrictions on Pricing Tags: Companies cannot include price tags on posts unless the product is connected to Meta’s in-app checkout.
• Enhanced Shopping Experience: The convenience of Meta’s in-app purchases continues to resonate with customers, offering a seamless process that eliminates the need to manually input personal information. This streamlined approach helps reduce cart abandonment rates and drives higher conversion rates, benefiting both businesses and consumers.
• Increased Data Insights for Meta: By consolidating the shopping process within its ecosystem, Meta captures more user data, enhancing its ability to provide targeted ads and personalized experiences.

Current Social Commerce Trends and Stats

As of late 2024, the rise of social shopping has been remarkable. Here are some key statistics that illustrate its growing impact:

• Social Commerce Revenue: Social commerce in the U.S. is projected to reach $107 billion by 2025, representing a compound annual growth rate (CAGR) of 20% since 2022 (source: Insider Intelligence).
• User Engagement: A recent study found that 60% of Gen Z and Millennials make purchases directly through social media platforms (source: Sprout Social).
• Conversion Rates: Meta’s in-app checkout has shown a 15% higher conversion rate on average compared to traditional ecommerce checkout processes (source: Meta internal data).

Adapting Your Ecommerce Strategy

To thrive in this new landscape, businesses must adapt their strategies to align with Meta’s vision of integrated social shopping. Here are some actionable steps:

• Optimize for In-App Shopping: Ensure your product catalog is fully integrated with Meta’s checkout system. Use high-quality visuals, engaging descriptions, and interactive elements like polls or live shopping events to capture attention.
• Leverage Personalized Experiences: Meta offers features like augmented reality (AR) try-ons and AI-powered recommendations. Incorporating these tools can replicate the in-person shopping experience and enhance customer satisfaction.
• Monitor Analytics: Take advantage of Meta’s robust analytics tools to gain insights into user behavior. By understanding what drives conversions, you can refine your campaigns and maximize ROI.
• Address Privacy Concerns Transparently: Some customers may hesitate to shop in-app due to privacy concerns. Proactively address these by emphasizing Meta’s security measures and your commitment to protecting customer data.

Overcoming Challenges

Transitioning to Meta’s mandatory in-app checkout comes with its share of challenges, such as:

• Loss of control over on-site website data.
• Dependence on Meta’s ecosystem for customer transactions.

However, these challenges also present opportunities to streamline operations and reach a broader audience. By embracing the new framework and crafting a strategy tailored to Meta’s tools and features, businesses can position themselves for long-term success.

And as always, we’re here to guide you through it.