Attending the Boston Media Interactive session in January of 2020, Will Phipps and a colleague Derek Welch, were inspired by the keynote speaker, Lou Paskalis, then head of Bank of America’s $100M+ annual Paid media investments.

As he told the story of the decline of American news journalism, fueled by a marketing industry chasing predictable content safety, instead of powerful and engaging content that moved emotions, an idea was born.

Derek strode in on Monday morning and said ‘What if instead of just shrugging our shoulders we, in some small way, did something about it?’.

While just a pebble in the water, a ripple not a wave, this is our commitment to helping reverse declines in professional journalism caused by the reduced investments into paid media by agencies and brands.