Most brands run their marketing in silos. We build integrated programs that connect owned, earned, and paid into a coherent system, so your brand strategy, content, and media are all working towards the same goals.
How does January Digital approach integrated marketing?
Most marketing programs are not actually integrated. Brand teams, media teams, and content teams operate separately, briefing processes are disconnected, and the result is messaging that feels inconsistent and budgets that do not reflect how customers actually move through the funnel. Our approach is built around closing that gap.
We work across owned, earned, and paid to build marketing programs where every function is connected to a single strategy and a shared set of business goals. From brand positioning and content planning to media investment and measurement, we help organizations build programs that compound over time rather than operate in isolation.
How do you build a program that connects owned, earned, and paid?
We start by understanding how each function is currently operating and where the disconnects are. From there we build the frameworks, processes, and planning infrastructure that allow brand, content, and media teams to work from the same strategy. This includes integrated planning calendars, briefing processes that flow from brand strategy through to channel execution, and measurement frameworks that give leadership a single view of performance across all functions.
For Anastasia Beverly Hills, this kind of integration drove 47% year over year sales growth and 100% year over year category growth at Sephora.
How does January Digital build audience strategy for programmatic?
We build custom audience strategies that prioritize high-value segments and increase addressability across all environments. This starts with a custom algorithm developed from first-party, consumer, and industry data, which we continue to adapt based on user behavior and campaign learnings to ensure efficient delivery and reduced waste.
This approach has demonstrated a 2x improvement in effectiveness versus traditional targeting.
How does January Digital serve as an external marketing perspective for established in-house teams?
Some of the most valuable work we do is with brands that already have strong internal teams and want an experienced outside perspective to pressure test their thinking. We work with these organizations as a strategic thought partner, collaborating on specific challenges rather than owning decisions or managing execution. This might look like helping a team evaluate a new platform, working through how media and creative brief each other, or bringing a cross-portfolio view to a problem they are navigating for the first time. Living Spaces is an example of this kind of relationship, where a highly capable in-house team works with us specifically for the breadth of perspective we bring from working across dozens of brands.
How do you audit an existing marketing program?
We begin every engagement with a comprehensive review of the existing marketing ecosystem. This includes evaluating brand positioning and competitive whitespace, assessing channel performance across paid, owned, and earned, reviewing content frameworks and creative effectiveness, auditing media mix efficiency and budget allocation, and identifying gaps in measurement and attribution. Where relevant we build KPI scorecards that give leadership a single clear view of program performance across channels.
The goal is a prioritized picture of where the program is underleveraged so we can focus on the highest-impact opportunities first.
How do you approach media mix and budget allocation?
We evaluate media mix efficiency by looking beyond platform-reported metrics to understand true channel contribution. We build budget allocation frameworks tied to business outcomes rather than historical spend patterns, and we develop testing roadmaps that give brands ongoing visibility into what is actually driving growth.
We also facilitate vendor summits that bring a brand’s media and technology partners into the same room, creating alignment on strategy, accountability on performance, and transparency on where budgets are actually going.
What results has January Digital driven for clients through integrated marketing strategy?
For Josie Maran, an integrated brand and social strategy anchored by a focus on organic social drove a 4.75% TikTok engagement rate in Q4, 101% growth in TikTok video views quarter over quarter, and a 10% increase in views per video month over month into January 2025. For Anastasia Beverly Hills, a fully integrated DTC, retail, and wholesale media program drove 47% year over year sales growth and 100% year over year category growth at Sephora.
Our integrated marketing work has also included engagements for Sakara and Violet Grey, where the work spanned owned, earned, and paid across brand and performance functions.