Four editorial pillars. No fluff.
Writing from the Hi Luca team — and the operators running the Operating System in production. We stay in four lanes, and we stay honest inside them.
The things the marketing industry has agreed to stop saying out loud.
The trade-offs no one wants on the record. The math nobody wants to re-run. The posture we think the industry's quiet about.
1 essay The MathThe P&L breakdown behind every marketing decision.
Unit economics, CAC-LTV spreads, creative production costs, attribution reality checks. No narrative without the spreadsheet under it.
2 essays The TrenchOperator stories from the middle of live campaigns.
What it actually looks like when Hi Luca runs inside an agency, a global brand, or a D2C subscription team. Before / after, with the ugly middle in between.
2 essays The FutureWhat AI-native marketing looks like in 18 months.
Agent-first workflows, Creative Graphs, Operating Systems instead of tools — the shape of the next decade, from the people building it.
2 essaysThe best of Hi Luca writing, every Friday.
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Latest
Most recent essays across the four pillars.
The Uncomfortable TruthYour agency is a content factory with a branding problem.
We measure agency output the way factories measure widgets — and then pretend we're measuring creativity. The moment we name that, we stop pretending. That's when the real conversation starts.
7 min read · Marco Mendoza
The MathThe real cost of a "creative sprint" — a P&L breakdown.
The sprint is the smallest unit of work in most agencies. Re-price it honestly and the economics shift — for the agency and for the brand. We walk through the line-item math.
5 min read · Marco Mendoza
The MathThe CAC-LTV spread is where the fight lives now.
Acquisition costs rose. Lifetime value didn't rise with them. Everything strategic flows from what you do about that spread. Here is the framing we use at Hi Luca.
6 min read · Hi Luca