At SBC, we work a little differently to the traditional agency model, based on Viola's experiences working at such agencies as a copywriter. She witnessed firsthand the pitfalls of the retainer model: bloated budgets, lagging timelines, and inefficient use of creative talent. These challenges not only inflated costs but also hampered productivity, particularly for smaller brands with limited budgets. In this first of a three-part miniseries, she talks about what led her to create the Smart Beauty Method.

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