AREAS OF WORK

STRATEGY

Insight (habits, tensions, culture, category)

Research (focus groups, interviews, surveys, data)

Positioning (competitors, white space, value prop)

Brand Platform (purpose, values, voice, narrative)

Comms & Campaigns (briefs, messaging, frameworks)

Launch (go-to-market, timeline, hype, PR)

CREATIVE

Concepts (ibig ideas, creative platforms)

Formats (series, segments, hooks, angles)

Writing (copy, taglines, manifestos, naming)

Video (short form, filming, editing)

Photography (lifestyle, nightlife, events)

Creative Direction (art direction, curation, taste)

BUSINESS

Ventures (co-founding, operations, P&L, scaling)

Pitching (fundraising, sponsors, new clients)

Product (zero-to-one, market fit, AI, cx/ux)

Advisory (founder decisions, business models, pricing)

Growth (market share, revenue, retention, KPIs)

Leadership (hiring, team building, freelance crews)

ENTERTAINMENT

Shows & Events (parties, festivals, production)

Content (social, newsletters, pop culture)

Screenwriting (sitcom, characters, writers’ room)

World Building (subcultures, spaces, rituals)

Community & Fandom (members, merch, regulars)

Comedy (jokes, punch-ups, sketches, memes)

KETIO

POP CULTURE STRATEGIST

REAL REVIEWS