Propaganda's Mission and Vision
Billboards are dying. TV ads are dying. Meta ads get more expensive and less effective every quarter.
Meanwhile short-form is where attention actually lives — and the clipper economy is how you distribute content at the scale and speed that attention demands.
Propaganda exists to be the operator that helps brands take advantage of this shift before it's obvious to everyone else.
FADING
Billboards
Bought by the week. Measured by guesswork.
FADING
TV ads
Bought by the slot. Skipped by everyone.
FADING
Paid social
More expensive every quarter. Less effective every quarter.
We're making organic short-form clipping the dominant form of advertising on the internet.
The ambition
$1B
annual spend we're building toward managing
100+
videos a day from one well-run campaign
24 mo
before every agency claims to do this
We're building toward managing a billion dollars in annual spend on behalf of creators, influencers and brands who want explosive short-form growth. That number isn't a fantasy — it's the logical endpoint of a few things already happening:
- A single well-run clipping campaign puts 100+ videos a day across thousands of feeds simultaneously, at a fraction of the CPM of traditional media.
- The biggest brands are starting to realise that one viral clip outperforms a month of Meta ads in reach, trust and recall.
- The model is already proven at serious scale. The race now is to build the team that can execute at that scale without quality collapse.
Why now
The window is closing. The industry doesn't understand short-form clipping yet, and that ignorance is our edge. Within 24 months every agency will claim to run clipping campaigns. The difference will be who learned how to do it well while it was still hard.
That means:
- Every campaign is a case study. How you run one right now is what we point at when we pitch a far bigger client next month.
- Creator supply is the bottleneck, not client demand. Clients are the easy part. The hard part is having enough trained, motivated, high-output creators ready the day a campaign goes live.
- Fulfilment quality is our moat. Other agencies ship a brief. We hand-hold creators, diagnose format problems, reshape content strategy and communicate daily. That's the gap.
What you're signing up for
You're not joining a marketing agency. You're joining an operator trying to bend an industry. That means fast decisions, real accountability, no politeness theatre, and a team that works long because we can see what's coming and we're early.
If this lands — if we actually manage a billion in spend over the next few years — everyone who showed up and executed during this phase becomes genuinely valuable. Not replaceable operators. Advisors, partners, people who helped bend the shape of an industry.
That's the play. That's why we're moving this fast.
Danilo Vasilić, Founder of Propaganda