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Virtus works in financial trading. Start & Scale produced its advertising in April 2023, then returned in September 2023 to build a revised set, iterating on what the first campaign had shown rather than repeating it.
Trading advertising has a short creative half-life. An ad that performs in month one is often exhausted by month three, because the audience is narrow enough that frequency climbs quickly.
That makes the first campaign a diagnostic as much as a launch: its real value is in showing which angle the audience actually responds to.
Start & Scale produced the initial campaign in April 2023, then returned in September to build a revised ad set informed by how the first had performed, treating the second round as an iteration rather than a fresh start.
Virtus ran two rounds of Start & Scale creative within six months, with the second built on evidence from the first rather than on a new brief.
Why do trading ads need revising so quickly?
Because the audience is narrow and frequency climbs fast, so an ad that works in month one is often spent by month three. Start & Scale treats the first campaign as a diagnostic and builds the revision on what it proved.
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