The NewForm Manifesto

The Path Less Traveled

We founded NewForm to redefine the future of marketing. Rather than build the next AI ad generator, we started a TikTok marketing agency. What a horrible idea…. (right?)

We zigged while others zagged. We went to the heart of competition rather than jumping into a blue ocean. Building a good agency, not yet another tool no one asked for. This enabled us to see what marketers need today.

Everything, All At Once

While building NewForm, we realized we were at the convergence of three massive structural changes in advertising:

1. Interest-Based Media — The shift from social media, where you primarily saw content from friends, to interest-graph media where you primarily saw content from strangers. This flipped the power balance from media buying to creative. The winners understand how to speak to interests, not target demographics (read Seeing Like An Algorithm)

2. Restriction of Data — SKAN 4 was just the beginning. Platforms will continue to restrict; we believe targeting will ultimately be reduced to platform-controlled Advantage+-esque tools, while privacy becomes the dominant paradigm.

3. Agentic Capabilities — High-context data pipelines combined with foundational models now enable vertical agentic capabilities that were impossible before today. The tools we imagined five years ago are finally within reach.

The Problem

When AdWords launched, it fundamentally changed advertising. What was once an art form became a science. Click → Conversion was the new god king, and all artistry evaporated.

Then in 2021, Apple introduced ATT. Google soon followed, and regulation came in waves. The age of hyper-targeted ads to obviously eager buyers was over. We returned to a world where the right creative resonating with the right audience matters most. Advertising was once again an art where people shot creatives into a dark void of stochastic luck - AKA an ad-platform.

We live in an era where Silicon Valley is hellbent on replacing marketing teams with AI-generated slop. Existing solutions provide the 1000th dashboard or a workflow that cosplays as AI. Either way, these tools don’t serve marketers. And they don’t serve business goals either. They just add to the stack of martech tools no one uses.

The martech landscape is fundamentally broken. Most platforms fail in two critical ways:

1. They lack context. Tools exist in isolation, disconnected from each other and more importantly almost all are void of creative insight. They’re built with a 2020 marketing world in mind.

2. They prescribe rigid workflows. Traditional platforms force users into predefined dashboards and processes that can't adapt to individual needs or unique marketing styles.

The Solution: Force Multiplication, Not Replacement

Agencies aren't going anywhere. In fact, our contrarian take is that the agency market will only grow. We’ve seen it with consulting where McKinsey and others are putting up billions in AI consulting. We’ll see it with agencies next.

Strip away anything you'd hire an agency for—creative execution, campaign management across complex media mixes, authentic UGC ads—and what you're really hiring for is one fundamental thing: specific knowledge. Each agency is built differently, with its own world view.

As the cost to create and execute at scale approaches zero, marketers don't need another ad generator or influencer automator—they need a force multiplier for their unique specific knowledge.

We came together as a group of TikTok-brained marketers who knew that a new generation of agency and tooling was bound to emerge. We’re a collective of chronically online creatives now empowered to iterate our way to the best possible ads for clients. We built AI tools to close the loop between creative and media buying, so even a new agency like us can operate with HoldCo level insights.

Vibe marketing as a service becomes a thing now. We firmly believe AIGC is doomed to fail. AI won’t take you a to z. Because it’ll never have all the context you have. But it’ll show you how to get to where you want. And using the right agents means your work is that of 20.

What We've Built

In just over a year, we've served more than 60 clients by doing the unscalable, unsexy thing: building an agency to understand core problems. We deliberately structured ourselves around the shift from social media to interest media, establishing a content-focused foundation that prepared us for today's market.

Our experience executing in the wild for clients informed the development of our AI agent, WillBot — a system that's truly dynamic from both a data and interface perspective. Using Slack rather than rigid dashboards, it adapts to any workflow, product, or objective for paid media. The agent connects disparate data sources and learns from our agency's collective knowledge, breaking free from the one-size-fits-all approach that plagues today's marketing tools.

Why Us?

We've built tools for marketers by marketers. We understand the vertical nuances because we live them every day. Our services coupled with software gives us a constant pulse on what to build — after all, we’re our best customer.

TL;DR

Our Manifesto:

1. Deliver the best services in our space

2. Identify the structural challenges

3. Understand the vertical nuances

4. Build the best tools to be a force multiplier for all marketers

The future belongs to marketers who can harness their human creativity and multiply it by agentic intelligence. We're building the platform that makes that possible.

To The Future of Marketing,
The NewForm Team