We evaluate how your current budget is distributed across brand building, performance marketing, content, media, creative, and technology. Then we assess how well each investment aligns with your business goals, audience behavior, and category dynamics. Our approach is rooted in the balance between short-term efficiency and long-term brand equity—a balance many brands struggle to manage.

Using data, benchmarks, attribution signals, and insight-driven evaluation, we identify where your investments are working well, where they may be underperforming, and where small reallocations can deliver significant gains. We look at both quantitative results and qualitative strength—because not all ROI shows up immediately in clicks or conversions. Some of the most valuable marketing outcomes, like recall, trust, and relevance, require a longitudinal view.

We also map your investments against our Marrow x Mojo Model™ to determine whether you’re strengthening the foundation of your brand or relying too heavily on short-term tactics that erode long-term equity. Many brands discover that they’re over-spending on performance marketing and under-investing in the creative and strategic work that drives brand preference, pricing power, and organic growth.

The result is a clear, unbiased roadmap for smarter investment. We provide recommendations for optimizing budget allocation, improving channel mix, enhancing creative impact, and identifying opportunities where brand-building and performance marketing can support each other instead of competing for resources.

With LIGHT+CO, you gain confidence that every marketing dollar is working harder—not just for immediate returns, but for the sustained health and momentum of your brand. Whether you’re planning your annual budget, evaluating agency performance, or preparing for growth, our analysis ensures you’re investing in the right places, with the right balance, for the right outcomes.