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Fieldjournal.

one article per month · signed by the squad

No throwaway content. Analysis, mission behind-the-scenes and honest takes, signed by the squad.

For marketing nerds.

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Ops zone12 files
Paid acquisitionOPS-519

How to build a real persona now that Meta does the targeting for you

You were taught to build a persona in order to target. Meta stopped listening: your inputs are only suggestions now. The creative does the targeting. The persona isn't dead for all that, it changed jobs, and here's how to build a real one.

▸ 9 minJun 2026
Jérôme, the strategist
Jérôme
Open
SEO & contentOPS-572

GEO is just SEO: we only forgot that SEO never meant Google

GEO is sold to you as a brand new discipline. It is SEO. Its real definition was never 'rank first on Google', but 'be found in a search engine', and YouTube, Pinterest or an LLM are search engines. More than a billion Ahrefs data points confirm it, number by number.

▸ 10 minJun 2026
Open
StrategyOPS-164

Europe no longer lags only on AI infrastructure. It is falling behind on marketing and e-commerce too.

AI, marketing, e-commerce: when regulation and dependence combine into a competitive disadvantage, over a quarter, not a decade.

▸ 7 minJun 2026
Open
StrategyOPS-971

Before ordering 12 months of community management, ask for a strategic assessment. You will save 18 months of useless content.

52,800 EUR excl. VAT over 2 years for 2 videos a month and a few posts with no plan. This textbook case comes back month after month. The sequence that pays does not start with content.

▸ 8 minJun 2026
Jérôme, the strategist
Jérôme
Open
StrategyOPS-660

Your thesis defense doesn't grade your thesis. It grades whether you go beyond it.

Former e-business student, former thesis reader, now jury president. From those three chairs, ten levers to turn your defense into proof you're ready for the field.

▸ 5 minJun 2026
Open
Tracking & measurementOPS-562

You were sold digital marketing as the realm of total measurability. With native tools, it is less and less true.

GA4 models part of your conversions, ad blockers erase another, and your own data you pull from a command line. Trustworthy measurement gets rebuilt elsewhere.

▸ 6 minJun 2026
Open
Marketing automationOPS-330

We're not game designers, but our 404 became a mini-game in 7h thanks to Claude Code

7h of prompt engineering, 0 lines of code written by hand, 46 versions in 3 days. Here's what Claude Code, Suno V5 and ElevenLabs make possible in lightweight advergaming in 2026.

▸ 8 minMay 2026
Open
SEO & contentOPS-974

Your product feed is your best SEA, SEO and LLM asset in 2026. Nobody talks about it.

ChatGPT Ads has been sponsoring via product feed since February 2026. LLMs are integrating payments. The window closes in 12-18 months.

▸ 8 minMay 2026
Jérôme, the strategist
Jérôme
Open
Paid acquisitionOPS-155

ROAS no longer tells you whether an e-commerce account is healthy in 2026. 5 metrics to watch instead.

Built-in calculator that outputs your Target CPA, your POAS, your LTV/CAC and your break-even period. B2C, B2B and B2B2C e-com in Belgium 2026.

▸ 7 minMay 2026
Open
Paid acquisitionOPS-482

AndroMeda for creative agencies: what changes in your Meta Ads account structure in 2026

€3k/month minimum, 30 days of conversion history, 1 test + 1 scale + 1 retargeting. The HeySquad decision matrix to switch or stay.

▸ 8 minMay 2026
Open
StrategyOPS-460

Heavily planned creative and UX: the exception, not the norm.

A full creative campaign produced in-house with AI costs a fraction of a fashion shoot. Pomelli is free, Shopify tests natively. Creative and UX agencies have 18 months to evolve.

▸ 6 minMay 2026
Open
StrategyOPS-553

On a €300K B2B SME marketing budget in 2026, 60% must build an asset. The senior 3-year breakdown.

Compound investment vs recurring expense: the reading grid no budget guide gives you.

▸ 9 minMay 2026
Jérôme, the strategist
Jérôme
Open

What we said,elsewhere.

hover a voice · both answer back

what we said

« Without a tone of voice charter, AI writes into the void. The editorial framework is no longer a luxury: it is the infrastructure of all content production in the LLM era. »« Without a tone of voice charter, AI writes into the void. The editorial framework is no longer a luxury: it is the infrastructure of all content production in the LLM era. »« Without a tone of voice charter, AI writes into the void. The editorial framework is no longer a luxury: it is the infrastructure of all content production in the LLM era. »

who invited us

Epic AgencyApr 2026by JérômeEpic AgencyApr 2026by JérômeEpic AgencyApr 2026by Jérôme

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