Who we are

We have sat on both sides of the table you are trying to win.

Where the fourteen years were spent

General Mills

Carat

Havas

Colle McVoy

Nine years building the case inside agencies, five defending it from the client side of a $4B+ portfolio.

The two seats

Almost nobody selling this has sat in both.

Agency side

Colle McVoy → Havas → Carat Global

Nine years building the case. Pitching, winning and defending accounts on brands including Smirnoff, Fanta, Captain Morgan and Xbox — and watching good teams lose work they had earned, for reasons nobody could quite name.

What it proves. How the firms our clients hire actually win, and how the economics and the incentives really run.

Client side

General Mills — Head of Brand Experience Strategy

Five years leading brand strategy across a $4B+ meals and baking portfolio — Pillsbury, Old El Paso, Progresso, Annie’s, Betty Crocker. On that side of the table the job was to present and defend the agency’s work in rooms where nobody from that agency was present.

What it proves. What a strategy has to survive once it leaves the room: finance, R&D, sales, and the calendar.

From the founder

Ipalibo Da-Wariboko

Founder, CULT+MATH LLC

“I’ve sat on both sides of the table you’re trying to win. On the client side, I was the one who had to present and defend the agency’s work in rooms where no one from that agency was present.”
“The decision almost never turns on the work — it turns on the room, and most of the time you’re not in it. I built A2A to be the thing I wish every team I’ve been on had had: not a tool that takes the decision, but a strategist that does the preparation with you. You bring the judgment, the taste, the relationship. A2A brings the preparation.”

Bring The Account You Can’t Afford To Lose.

No slides. We’ll read it live, in front of you.

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