The name we chose says everything about how we work.
John Caples was not the most celebrated creative mind of the twentieth century. He was something more valuable: a man who could prove what worked. As Vice President of BBDO, he pioneered the use of split testing, coded responses, and systematic measurement to determine which advertisements actually moved people to act.
His 1927 headline — "They Laughed When I Sat Down at the Piano — But When I Started to Play!" — is still studied today not because it was clever, but because it was tested and it won. It addressed the reader's fear of embarrassment, offered transformation, and drove response at a scale that silenced the doubters.
We named our agency after Caples because his methods are our methods. We do not pitch creative on the basis of gut feeling. We build hypotheses, design experiments, measure outcomes, and scale what the data validates. In a marketing landscape full of opinion, we offer something rarer: evidence.
Founded in New York, we serve clients across North America and Europe — from growth-stage startups to established enterprises — across every channel where a direct-response mindset creates competitive advantage.