Review
1444 facts across 22 clients. Two questions each: can we stand behind it, and can an argument be built from it.
Nothing here blocks anything. Strategy already runs on these — approving a fact only tells it which to reach for first. Ten minutes on your biggest client is worth more than clearing the list.
Two things the system found that disagree, and it refused to pick. Each carries both claims and the options the critic drafted — settling one writes how it was settled, because the next person to hit the same contradiction reads only that.
Agency positioning says showrooms are overrated while Interior Box is opening one this October
On the record
Opening a physical showroom — cleaning and setup to be completed by end of the current month, with furniture delivery and move-in readiness slated for October
Arrived since
Agency's stance is that physical showrooms are overrated for interior design firms (reinforced by 'Two client firms generate $3 to $4 million in revenue with small teams and no showroom')
Why it matters: Content is being produced by the same team that is opening the showroom. Publishing an anti-showroom angle in the weeks around a showroom launch makes the brand publicly incoherent and undercuts the launch spend. No passage of time reconciles the two, so this is not drift.
Drafted options — clicking fills the note, it does not submit
Single-ad-set CBO structure conflicts with a dedicated case-study ad set split test already on record
On the record
A dedicated ad set focused exclusively on existing client case studies is being launched, split-tested against newly produced creatives
Arrived since
Agency's preferred Meta account structure is one campaign, one ad set, CBO, managing all creatives at the creative level rather than across many ad sets
Why it matters: These are mutually exclusive build instructions for the same ad account. If both stay in the knowledge base, the account gets built one way and reported on the other, and the split test result — if anyone runs it — will not be interpretable.
Drafted options — clicking fills the note, it does not submit
Show-up rate stated as 50–60% against two existing records asserting over 90%
On the record
Show-up rate for booked appointments is over 90% (also recorded as 'Show-up rate on booked appointments is over 90%')
Arrived since
Historical show-up rate on booked calls is 50% to 60%
Why it matters: A show-up rate is a headline performance number likely to appear in proposals, case studies and paid ads. The gap between 55% and 90%+ is not a rounding difference, and shipping both leaves the brand with two irreconcilable public claims. It also feeds cost-per-booking and close-rate maths downstream.
Drafted options — clicking fills the note, it does not submit
A9 described as consistently generating clients and kept active, but also as turned off early in the newer campaign
On the record
An ad set labelled "A9" is kept active on the basis that it consistently generates clients
Arrived since
A9 was turned off early in the newer campaign and the historical winners were not given long run times
Why it matters: A9 is on the relaunch list as a proven winner. If it was actually turned off early and never given a fair run, the 'consistently generates clients' justification may be unsupported, and the campaign would be rebuilt around a creative whose performance was never established.
Drafted options — clicking fills the note, it does not submit
Google Ads recorded as running, but reported as never launched and currently paused
On the record
Runs Google ads alongside Meta ads
Arrived since
The Google Ads campaign is held paused and has not been launched, pending further instruction, because of the accreditation issue and the video script changes
Why it matters: No passage of time explains a campaign being both an established running channel and never launched. The knowledge base also records Google search as a live enquiry source, so downstream briefs may assume Google traffic that does not exist — leading to spend forecasts and lead projections built on a channel that is dark.
Drafted options — clicking fills the note, it does not submit
A group company's CaseTrust accreditation issue may undermine the verified trust-mark claim used in live ad scripts
On the record
Holds a 'SuperTrust' certification (transcribed as 'super trust certified'), cited in ad scripts as sourced from the Hoft Collective website
Arrived since
A company within the client's group recently encountered an issue with its CaseTrust accreditation
Why it matters: The existing certification is verified_external and is actively cited in ad scripts. 'SuperTrust' is a transcription of uncertain accuracy and may in fact be the same accreditation family as CaseTrust, or the two may be unrelated marks held by different entities within the group. If they are related and the accreditation is impaired, live paid creative is carrying a trust claim the brand may no longer be entitled to make — a regulatory and reputational exposure, not merely a copy error.
Drafted options — clicking fills the note, it does not submit
Overseas calling claim widens from impossible to enabled without the original restriction qualifier
On the record
Agency states Singapore does not permit VoIP calls from overseas, so overseas closers cannot place true local calls
Arrived since
Agency's WhatsApp service sets up an entire phone ecosystem including WhatsApp Business and a Zoom phone dialler that bypasses VoIP restrictions in Singapore, enabling remote teams to call from a Singapore number
Why it matters: The client is hiring closers in Australia and has an open decision about hiring location. If the knowledge base says the restriction is bypassed without preserving what exactly is bypassed and under what conditions, the client may hire remotely on the strength of a capability claim that has load-bearing limits.
Drafted options — clicking fills the note, it does not submit
Target industry list widened to include energy and data-centre exhibitions, outside the stated top-three priorities
On the record
Top three priority target industries named as technology first, financial services (banks and wealth management) second, then FMCG, with healthcare also identified
Arrived since
Wants to enter the energy and data-centre exhibition space, starting with smaller custom booths as a route to larger contracts, despite founder disinterest in standard trade shows
Why it matters: Target industries drive imagery direction, SEO keywords, persona work and ad targeting — editors have already been briefed to choose tech-relevant imagery. Adding two unlisted verticals without deciding their rank will split targeting effort, and the noted founder disinterest in trade shows suggests the direction may not be settled internally.
Drafted options — clicking fills the note, it does not submit
Stated social engagement benchmark jumped from 0.8% to 3-3.5% with no time-based explanation
On the record
Social engagement rate currently running between about 4.2% and 5%, against a stated benchmark of 0.8%
Arrived since
Social engagement rate reached 5-7% in September against a stated industry benchmark of 3-3.5%
Why it matters: The benchmark is the denominator of every performance claim made to the client. At 0.8% the brand is outperforming by roughly 6x; at 3-3.5% it is outperforming by under 2x. Reporting against the wrong one either overstates results in a client deck or quietly erases a real win. The engagement rate itself moved forward legitimately and is not in dispute.
Drafted options — clicking fills the note, it does not submit
Two different current ad management retainers, with different pricing structures
On the record
$1,500 monthly ad management fee (flat)
Arrived since
Ad management retainer of $1,600 monthly or 20% of ad spend, whichever is higher
Why it matters: This is a contractual, customer-facing number. A proposal quoting $1,500 flat when the live rate is $1,600-or-20% either underprices every account above $8,000 monthly spend or misstates the fee to a prospect. The structural change also interacts with the recorded $1,500 minimum ad spend, where the 20% branch would yield only $300 and the floor governs.
Drafted options — clicking fills the note, it does not submit
Tenure stated as both 15 years and a decade
On the record
15+ years in operation
Arrived since
Advice given over the past decade
Why it matters: The Founder Story opens with 'over the past decade' and later says 'That was 15 years ago'. No passage of time explains the gap, so one of them is wrong. Understating tenure also wastes a genuine credibility asset.
Drafted options — clicking fills the note, it does not submit
Three homeowner figures measuring three different things
On the record
Completed renovations for 10,000+ homeowners in Singapore
Arrived since
Spoken to tens of thousands of homeowners
Why it matters: Each figure is true for what it measures — spoken to, advised, and renovated for. The risk is copy using the largest number as a delivery claim, which widens 'spoken to' into 'served'. Only the 10,000 figure is a delivery claim.
Drafted options — clicking fills the note, it does not submit