by Gillian Lemishka | Aug 10, 2026 | Advertising, Blog, Digital Media, Thought Leadership
There’s a concept borrowed from role-playing games called min-maxing. The idea is simple: you build your character by putting every point into stats that win fights — damage output, attack speed, critical hit rate — and cutting everything else to the minimum....
by Gillian Lemishka | Jun 16, 2026 | Advertising, Blog, Digital Media, Thought Leadership
Every journey down the yellow brick road ends the same way. You reach the Emerald City, you meet the Wizard, and he grants you your heart’s desire. There is comfort in the certainty that a wise and powerful being will have all the answers. Every advertising...
by Gillian Lemishka | May 12, 2026 | Advertising, Blog, Digital Media, Thought Leadership
There’s a specific kind of pain that comes from realizing halfway through a workout that you’ve made a terrible plan. Too heavy. Too fast. Not enough rest. You feel great… right up until you don’t. Advertising has the same problem. There’s a new kind of race taking...
by Gillian Lemishka | Apr 15, 2026 | Advertising, Blog, Digital Media, Thought Leadership, Uncategorized
We talked about the Ad Frequency Onion before. We know how small exposures, repeated consistently, will shape outcomes. When the grumpy, green ogre compared themselves to an onion, their donkey sidekick was quick to point out that parfaits also have layers, but have...
by Gillian Lemishka | Nov 7, 2025 | Advertising, Digital Media, Thought Leadership
How do you succeed when playing Spot It, or Go Fish, or Solitaire? Or any other kind of memory game? It’s all about what you can remember, and when. Outside of game night, it’s also the key ingredient on the audience side of a marketing message....
by Gillian Lemishka | Sep 15, 2025 | Advertising, AI, Google, SEM
When you see a dirt path next to a paved one – you’re looking at the path of least resistance. You’ve heard of it. It says that animals, people, and even well-designed machines, will naturally choose the path of least resistance or ‘effort’. When it comes to search,...
