Cases

News

  • How TikTok search is changing the way Gen Z discovers brands

    How TikTok search is changing the way Gen Z discovers brands

    Search is evolving beyond Google, with younger generations leading the way. In fact, 46% of Gen Zers prefer searching on social platforms over traditional search engines. The rise of short-form video has transformed how many people find answers, offering tutorials, reviews and demos that feel more authentic and nuanced than a list of blue links. TikTok's hands-on research method allows brands to tap into emerging search trends—from “haul” to “foodtok”—keywords they would never consider for Google.

    AdAge, 04/14/2025

  • Extra fingers, broken workflows and ‘too good’ work: ad execs’ AI teething problems | The Drum

    Extra fingers, broken workflows and ‘too good’ work: ad execs’ AI teething problems | The Drum

    “The promise of AI-powered data visualization had us hoping for instant insights. But we quickly discovered the gap between algorithmic output and meaningful business storytelling. While we have tried using various platforms, and some have even been successful in plotting out the data, we’ve spent a lot of time only to find that the combined eyes of the analyst and media planner are still required to make the data speak to the intended audience. For instance, when presenting sales-trend data, AI could generate the chart but couldn’t identify which metrics deserved highlighting or when a different chart type would better reveal the pattern clients needed to see. For now, the human touch remains indispensable in transforming AI-generated charts into compelling narratives that resonate with clients.”

    The Drum, 04/01/2025

  • Why Marketers Need to Focus on Data Quality, Not Quantity

    Why Marketers Need to Focus on Data Quality, Not Quantity

    The epiphany of the 2010s technological era was that people are streams of data. Likes, dislikes, families, friends, hobbies, jobs—everything that makes up a full life is just data awaiting capture, now amenable to all kinds of sophisticated techniques to maximize the likelihood of a desired action. In 2024, it’s rare that a corporation isn’t applying significant effort to dip its spoon steadily deeper into the river of consumer data. This unquenchable thirst for customer data is driven by the fundamental belief that more data leads to better data models, which can drive efficiency and more revenue. This, however, is false.

    Adweek, 10/17/2024

  • Confessions of an Associate Media Director: From Social Video to Mountain Adventures 04/29/2025

    Learn about Alexandra Kouzan, Associate Media Director at Good Apple as she lets us know her favorite metrics, media channels, and more.

    Mediapost, 04/28/2025

  • PulsePoint’s Programmatic Trader Hall of Fame: Ava Travella

    PulsePoint’s Programmatic Trader Hall of Fame: Ava Travella

    Read about Ava Travella, senior programmatic strategist at Good Apple and the newest inductee to the PulsePoint Trader Hall of Fame.

    PulsePoint, 03/27/2025

Clients

Client Start Year End Year
Arcus BioScience 2022 Current
Astellas Pharmaceuticals 2023 Current
Kenvue 2023 Current
Lidl 2024 Current
Treasury Wine Estates 2018 Current

About

An independent agency known for improving partner efficiencies on average by 30% while making their lives 100% easier.

People

  • Al Muzaurieta

    Al Muzaurieta

    Founder

  • Jenna Adams

    Jenna Adams

    Co-Founder

  • Nedim Aruz

    Nedim Aruz

    Co-Founder

  • Hyun Lee-Miller

    Hyun Lee-Miller

    Chief Media Officer

  • Courtney Johnson

    Courtney Johnson

    Chief Client Officer

  • Mark Sturino

    Mark Sturino

    VP, Analytics

  • George Tarnopolsky

    George Tarnopolsky

    VP, Programmatic

  • Erik Hamilton

    Erik Hamilton

    VP, Search & Social

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