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Growth Strategy, Creative, Media and AI Systems Built for Measurable Outcomes.
What You Can Expect
CraftFrame, a modern UK agency, blends strategy, creative direction, performance media, and AI-enabled operations. We focus on driving efficient growth and delivering measurable outcomes for your brand, leveraging over 25 years of experience across the UK, Europe, and Brazil.
Our Core Services
We bring a unique blend of strategic insight, innovative creative direction, and advanced media buying. This integrated approach ensures your campaigns are optimized for performance and deliver tangible, measurable results.
Diverse Industry Experience
Our proven methodologies have delivered success across a wide range of sectors. This includes FMCG, Home Security, Beauty, Beverages, Automotive, Property, B2B, and E-commerce, adapting to each industry's unique challenges and opportunities.
Media and Tech Partners
For 25 years we collaborate with leading media and tech platforms to ensure your message reaches the right audience, wherever they are.
Our strong relationships with these diverse platforms allow us to execute integrated campaigns spanning performance-focused digital to awareness and cultural change initiatives — including traditional channels like DOOH, Audio, Direct Mail, Print, Video On Demand, and Celebrities and Influencers collaboration.
Leadership
Led by Gustavo Morale
Founder & Director, CraftFrame.Agency
I work with founders and marketing leaders to design clear growth frameworks and execute performance campaigns with end-to-end measurement. My background spans founder-led ventures, global media networks and UK/EU agency delivery.
The approach is deliberately lean: remove unnecessary layers, focus on what drives outcomes, and build systems that scale efficiently. Every engagement is structured to deliver measurable progress whilst strengthening your team's capabilities.
Our method
Strategic by design. Creative by nature. Engineered to perform. Framed to scale.
Our method is applied in line with your organization's structure and priorities, ensuring seamless integration and maximum impact.
What We Deliver
Clear Growth Plan
Strategy aligned to your targets and constraints, including budget, channels and timelines. We map the full picture before a single pound is spent.
Campaigns That Move Numbers
Structured testing, continuous optimisation and end-to-end measurement. Every decision is backed by data, not guesswork.
AI-Enhanced Operations
Accelerate insights, creative iteration and reporting without losing human judgement. Technology amplifies efficiency whilst preserving strategic thinking.
Proven Track Record
Tangible Outcomes
Revenue Generation
Generated substantial revenue and pipeline from controlled spend across multiple markets for FMCG and beverage brands.
Performance Improvement
Improved ROAS, CPA and conversion rates through structured testing, channel optimisation and audience refinement.
Multi-Market Delivery
Delivered campaigns across UK, European and international markets with consistent measurement frameworks and optimisation protocols.
Platform Scaling
Built and scaled ventures to significant user bases, publisher networks and audience reach through strategic growth initiatives.
Creative Innovation
Produced high-impact creative executions generating millions of impressions, strong engagement and measurable brand uplift.
Operational Efficiency
Enabled client teams to adopt AI workflows, tracking systems and dashboards, reducing time-to-report and manual work significantly.

Confidentiality note: Where confidentiality applies, results are anonymized. Verification artifacts can be shared under NDA to qualifying prospects.
Case Studies
Case Snapshots
1
Smart Home Security | UK
Challenge: Build e-commerce foundations and drive direct-to-consumer performance.
Approach: Integrated e-commerce management with creative asset production and email marketing execution focused on conversion optimization.
Delivery: Full-funnel execution combining brand building with performance-driven messaging across paid and owned channels.
Outcome: Strong ROI performance, established direct consumer relationships, scalable acquisition system implemented and running.
Role: E-commerce, creative delivery partner and performance media execution.
2
FMCG | UK & Europe
Challenge: Launch new product range with limited awareness and establish market presence.
Approach: Multi-channel strategy combining paid social, search and programmatic with creative testing framework.
Delivery: Campaign execution across 6 markets with unified tracking and monthly optimisation cycles.
Outcome: Strong ROAS improvement, reduced acquisition costs by 40%, generated qualified pipeline.
Role: Lead strategist and media delivery partner
3
Beverages | UK
Challenge: Scale DTC subscription model whilst maintaining unit economics and customer lifetime value.
Approach: Audience segmentation with platform-specific creative and retention-focused measurement.
Delivery: Always-on optimisation with weekly testing and automated reporting dashboards.
Outcome: 3x subscriber growth, improved retention rates, positive contribution margin maintained.
Role: Owner, full-funnel delivery
Interested in the Full Story?
Detailed case packs including comprehensive results, methodology and supporting evidence are available to qualifying prospects under NDA.
Track Record Highlights
25+ Years Experience
Digital media and performance marketing across UK, Europe, Latam and international markets.
Venture Building
Built platforms reaching significant scale through strategic positioning and growth execution.
Growth Programmes
Delivered growth and optimisation programmes across FMCG, beverages, automotive, property and SaaS sectors.
Brand Experience
Led campaigns for established and emerging brands across multiple categories and markets.
Service Modules
Frame & Focus
Brief development, goal setting, stakeholder role definition, timeline mapping and budget recommendation. Foundation for everything that follows.
Strategy & Media Planning
Audience segmentation, channel strategy development, benchmark setting and structured test plan creation.
Tracking & Integration
GA4 configuration, pixel deployment, event structure, funnel mapping, conversion tracking setup and comprehensive QA.
Creative Strategy & Testing
Creative angle development, rapid iteration frameworks, structured testing protocols and learning documentation.
Media Execution & Optimisation
Platform buying, budget pacing, experimentation design and continuous performance improvements.
Reporting & Insights
Dashboard configuration, monthly performance reporting and prioritised action recommendations.
Industries & Best Fit
Sectors We Serve
  • E-commerce and DTC brands
  • FMCG and beverages
  • Home and Design
  • Subscription businesses
  • Property and Proptech
  • Automotive
  • SaaS and professional services
  • Scaling Startups
Ideal Partner Profile
Teams who want measurable growth with a lean, experienced partner. You value clear communication, structured processes and evidence-based decision making.
You're ready to invest in sustainable growth infrastructure, not just short-term tactics. You understand that real performance improvement requires both strategic thinking and operational excellence.
FAQ
Frequently Asked Questions
Can you share named case studies?
Where permissions allow, absolutely. Otherwise we share anonymised results publicly and provide deeper validation under NDA to qualifying prospects.
Do you manage creative as well as media?
Yes—creative direction and testing are integrated into the performance system. Production can be handled in-house or via trusted partners depending on requirements.
What budgets do you work with?
We have a tailor-made approach to adapt our offer to your reality and goals. Size doesn't matter —we'll make your investment work for you.
Which platforms do you specialise in?
AI systems, Google Ads, Meta platforms, Social Media, programmatic partners, analytics (GA4), CRM and email—tailored to the category and audience. Platform selection is always strategic, never prescribed.
How quickly can we start?
Typically 5–15 days from brief approval, depending on platform access requirements and tracking complexity. We'll provide a clear timeline during scoping.
Let's Build a Clear Growth Plan
Share your brief and we'll respond with scope, priorities and next steps. We trust in human connection and serious relationships, our conversations are built on transparency, mutual respect, and genuine partnership.

No pressure, no lengthy proposals, just clear thinking and honest dialogue about what it takes to move your numbers forward.
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