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My name is Jacob Wallach.
I’ve worked inside TikTok, crunched data at Nielsen, and built a 500K+ following teaching Excel with humor and hooks under the moniker Excel Daddy.
No need to call me Daddy. Jacob is fine!
While at TikTok, I partnered with nearly every major agency across creative, media, and influencer where I saw the same thing everywhere: silos.
Everyone doing their own part. No one connecting the dots.
But great social isn’t siloed. Strategy, content, creators, and media need to operate as one system, powered by insights and built to perform.
We dig into performance, audience behavior, and cultural signals to guide strategy that’s grounded in what works.
We develop content structures, formats, and ideas that feel native to the platform not recycled from somewhere else.
From briefs to benchmarks, we systemize how you work with creators so it's repeatable, trackable, and drives results.
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