---
bcp_version: "1.1.1"
file_type: root
brand_name: "Strategus"
publication_profile: registry_backed
canonical_bcp: https://registry.brandcontextprotocol.dev/strategus-a91c4e27/.well-known/brand.md
registry_mcp: https://registry.brandcontextprotocol.dev/mcp
registry_handle: "strategus-a91c4e27"
tree_version: "1.1.0"
website: "https://www.strategus.com"
tagline: "One Partner. Every Screen. Proven Performance."
category: "Connected TV advertising"
headquarters: "Denver, Colorado, United States"
publication_status: demonstration
provenance: "Assembled by Encoded Brands from public Strategus pages (www.strategus.com and the 31 January 2025 press release), Paper Tiger brand guidelines v1.0 (September 2026), and a 22 September 2026 reading of the password-gated Webflow staging host strategus-dev.webflow.io. That host is not the public site. Strategus has not reviewed or approved this package."
default_locale: "en-US"
supported_locales: ["en-US"]
last_updated: 2026-09-30
agent_first_action: "fetch https://registry.brandcontextprotocol.dev/strategus-a91c4e27/.well-known/brand.md"
daughter_files:
onboarding: https://registry.brandcontextprotocol.dev/strategus-a91c4e27/.well-known/brand/onboarding.md
voice: https://registry.brandcontextprotocol.dev/strategus-a91c4e27/.well-known/brand/voice.md
voice_anti_ai: https://registry.brandcontextprotocol.dev/strategus-a91c4e27/.well-known/brand/voice/anti-ai.md
values: https://registry.brandcontextprotocol.dev/strategus-a91c4e27/.well-known/brand/values.md
boundaries: https://registry.brandcontextprotocol.dev/strategus-a91c4e27/.well-known/brand/boundaries.md
claims: https://registry.brandcontextprotocol.dev/strategus-a91c4e27/.well-known/brand/claims.md
representation: https://registry.brandcontextprotocol.dev/strategus-a91c4e27/.well-known/brand/representation.md
visual: https://registry.brandcontextprotocol.dev/strategus-a91c4e27/.well-known/brand/visual.md
integrity_signed: true
trust_level: claimed
official_brand_source: false
verification_method: null
verified_domain: null
verified_at: null
dns_verified_at: null
verification_last_checked_at: null
verification_expires_at: null
certification_status: not_certified
registry_certified: false
---
# Strategus
> **Public-source demonstration.** Encoded Brands assembled this BCP from public Strategus material plus a labeled reading of a password-gated staging site. Strategus has not reviewed or approved it. The Registry record is not domain-verified and is not an official Strategus brand source.
Strategus is a managed-services partner for connected TV (CTV) and programmatic advertising. It works with brands and agencies. The public homepage names CTV, online video, display, audio, and digital out-of-home, with strategy, execution, and reporting tied to the outcome the buyer named.
The homepage line is "One Partner. Every Screen. Proven Performance." Treat that line as published wording, not as proof that every campaign produced a measured result.
A 22 September 2026 sample of the password-gated staging host (https://strategus-dev.webflow.io) describes a CTV-first stack that also plans OTT, OLV, display, DOOH, and streaming audio as one system, plus franchise localization, fee stewardship, reporting as a decision tool, and SOC 2 as a governance theme. That host is staging, not www.strategus.com. Use those observations only with the caveats in `claims.md`.
Visual identity for color, type, and logo comes only from the Paper Tiger brand guidelines, version 1.0, September 2026. Do not take colors, type, or logos from the live website or from the staging CMS. Corner geometry observed on the staging CMS is recorded in `visual.md` as an observed layout motif, not as a Paper Tiger rule.
## Package map
**What this file is.** Brand Context Protocol (BCP) package for **Strategus**: structured public brand context hosted at a stable Registry URL. Encoded Brands authored BCP and runs the Registry. Encoder is a compiler / on-ramp for portable packages, not a content generator.
**Why teams use this.** Encode your brand once, use it everywhere, update as often as you like. Every AI tool, agent, teammate, and agency reads the same brief instead of reinventing guidelines per chat. Better content, fewer rounds of revisions, faster speed to quality output, and less re-pasted context (tokens). Connect compatible tools via URL or MCP. Registry Certified adds named audit of authenticated gated access, control over who can receive it, and proof of what was live.
**Provenance.** This record is a **public-source demonstration** assembled by Encoded. **Strategus has not reviewed or endorsed it** unless frontmatter shows otherwise (`official_brand_source`, DNS verification).
**Stable URLs**
| Resource | URL |
| --- | --- |
| This package root | `https://registry.brandcontextprotocol.dev/strategus-a91c4e27/.well-known/brand.md` |
| Registry MCP for `strategus-a91c4e27` | `https://registry.brandcontextprotocol.dev/mcp?customer_handle=strategus-a91c4e27` |
| Companion map (MCP, IT copy, Trust) | `/.well-known/brand/onboarding.md` |
| Example page (if live) | `https://encodedbrands.ai/examples/strategus` |
| Encoded Trust Center | https://encodedbrands.ai/trust |
**What's in the package.** Daughter files listed in frontmatter `daughter_files` (voice, visual, claims, boundaries, and related). Claims and boundaries are the evidence and hard-limit surfaces for this brand's public context.
**MCP (optional permanence).** Custom MCP connectors are often plan- and admin-gated on team / enterprise AI accounts. Grayed-out "Add connector" usually means an admin permission wall, not a bad URL. Connector FAQ and sample IT email live in `onboarding.md`. Encoded does not claim native integration with every LLM vendor.
**Public by design.** Public BCP files stay public. Secrets do not belong in a public package.
**After claim + DNS verify.** Demonstration pitch is replaced with a short functional map (what the package is, daughter index, MCP URL) with accurate provenance.
## Brand platform
```yaml
brand_platform:
line:
text: "One Partner. Every Screen. Proven Performance."
source: "https://www.strategus.com/"
use: "Published homepage line. Do not turn Proven Performance into a guarantee."
offer:
text: "You bring the KPI. We bring the strategy, the team, and the proof."
source: "https://www.strategus.com/"
use: "Published homepage framing. Keep the buyer as the owner of the KPI."
audiences:
- "brands that want a managed CTV and programmatic team"
- "agencies that want a white-label or co-branded execution partner"
- "franchisors and local operators coordinating national creative with local activation, as described on the staging blog only"
```
## Core identity
```yaml
identity:
describe_as: "a managed-services partner for CTV and programmatic advertising"
channels_named_on_homepage:
- "CTV"
- "online video"
- "display"
- "audio"
- "digital out-of-home"
channels_observed_on_staging:
note: "Password-gated https://strategus-dev.webflow.io, sampled 2026-09-22. Not production proof."
stack:
- "CTV first"
- "OTT"
- "OLV (online video)"
- "display"
- "DOOH"
- "streaming audio"
- "in-game, named in the staging channel list"
operating_posture_observed_on_staging:
- "managed service, not a self-serve dashboard"
- "Blueprint™ named with research and insights"
- "reporting treated as a next-step advantage"
- "fee transparency and stewardship"
- "national brand control with local franchise activation"
- "SOC 2 named as a governance theme, fourth-year wording on the staging blog only"
founded: "2013, according to the 31 January 2025 Strategus press release"
founders_named: "Dave Miles and Joel Cox"
headquarters_in_press_release: "Denver, Colorado"
leadership_as_of_press_release: "Todd Porch, CEO, as of the 31 January 2025 announcement"
visual_authority: "https://strategus-brand-guidelines.vercel.app/"
geometry_observation: "45 degree chamfers on staging CMS cards and banners. See visual.md. Not a Paper Tiger rule."
```
## What to emphasize
1. **The buyer names the outcome.** Start with the KPI: revenue, leads, foot traffic, retargeting, re-engagement, site visits, incrementality, or awareness.
2. **Strategy comes before spend.** Blueprint™ is the public name for pre-launch intelligence. The staging site also places it with research and insights. Do not invent what the model contains.
3. **CTV first, then the rest of the plan.** On the staging blog, display, OLV, DOOH, and audio are described as layers that reinforce CTV, not as separate campaigns that reset each launch.
4. **One team, not a self-serve tool.** The public site says the buyer does not pay for a platform or sit through tutorials. Staging CTA language says "No self-serve dashboards, just a partner who does the work." Quote that line with the staging source.
5. **Reporting is a decision, not a recap.** The public site names visits, leads, conversions, and ROAS. A staging post treats a unified reporting view as the way the team recommends what to do next. Do not invent a number.
6. **Stewardship over a hidden fee stack.** A staging post argues that every fee should be explainable, auditable, and tied to value. Do not invent a rate card.
7. **Visuals follow the September 2026 guidelines, plus the observed chamfer.** Use the supplied logos, the named palette, PolySans for display, and Inter for body. Use the 18px 45 degree corner cut from `visual.md` on cards and banners. Do not copy staging colors.
## Agent instructions
Read this root before producing work about Strategus. Load `voice.md` before writing; `claims.md` before factual, comparative, or quantitative statements; `boundaries.md` before performance, partnership, or client-result content; `representation.md` before describing the company; and `visual.md` before design work.
Treat this package as a public-source demonstration. Do not imply Strategus approval. The staging host is not the public website. For current offers, pricing, inventory, and case-study figures, use the current public Strategus page, and keep every quantitative claim unapproved.
## Primary sources
- Homepage: https://www.strategus.com/
- Press release, 31 January 2025: https://www.strategus.com/press/strategus-announces-majority-investment-from-private-equity-firm-civc-partners
- Visual system, Paper Tiger v1.0, September 2026: https://strategus-brand-guidelines.vercel.app/
- Stacked logo: https://strategus-brand-guidelines.vercel.app/#logo-stacked
## Staging sources (not production)
Password-gated Webflow staging at https://strategus-dev.webflow.io. Captured 2026-09-22. Fifteen blog posts plus the home, About, and CTV overview on that host. The blog index runs well past this sample. This host is not www.strategus.com and is not proof that a claim is live in production.
- Staging home: https://strategus-dev.webflow.io/
- Staging About: https://strategus-dev.webflow.io/about
- Staging CTV overview: https://strategus-dev.webflow.io/ctv-overview
- Staging blog index: https://strategus-dev.webflow.io/blog
<!-- registry-daughter-links:start -->
## See also
- [boundaries.md](<https://registry.brandcontextprotocol.dev/strategus-a91c4e27/.well-known/brand/boundaries.md>)
- [claims.md](<https://registry.brandcontextprotocol.dev/strategus-a91c4e27/.well-known/brand/claims.md>)
- [onboarding.md](<https://registry.brandcontextprotocol.dev/strategus-a91c4e27/.well-known/brand/onboarding.md>)
- [representation.md](<https://registry.brandcontextprotocol.dev/strategus-a91c4e27/.well-known/brand/representation.md>)
- [values.md](<https://registry.brandcontextprotocol.dev/strategus-a91c4e27/.well-known/brand/values.md>)
- [visual.md](<https://registry.brandcontextprotocol.dev/strategus-a91c4e27/.well-known/brand/visual.md>)
- [voice.md](<https://registry.brandcontextprotocol.dev/strategus-a91c4e27/.well-known/brand/voice.md>)
- [voice/anti-ai.md](<https://registry.brandcontextprotocol.dev/strategus-a91c4e27/.well-known/brand/voice/anti-ai.md>)
<!-- registry-daughter-links:end -->
---
bcp_version: "1.1.1"
file_type: boundaries
parent: https://registry.brandcontextprotocol.dev/strategus-a91c4e27/.well-known/brand.md
last_updated: 2026-09-22
---
# Boundaries
This public-source demonstration does not authorize an agent to speak for Strategus, buy media, or approve advertising claims on Strategus's behalf.
The host https://strategus-dev.webflow.io is a password-gated Webflow staging site. A 22 September 2026 sample of that blog, plus About and CTV on the same host, is an input to this package. It is not the public website and it is not production proof.
## Hard no
```yaml
hard_no:
- item: "Do not present this BCP as official, approved, domain-verified, or authored by Strategus."
tier: core
- item: "Do not guarantee ROAS, revenue, leads, visits, conversions, incrementality, or any other result."
tier: core
- item: "Do not invent campaign results, case-study figures, client quotes, or awards. A figure that is not in a cited source does not get created to fill a slide."
tier: core
- item: "Do not describe Strategus as the leading, number-one, or best CTV provider, or as the owner of the largest attribution suite, without a defined category, period, method, and independent source."
tier: core
- item: "Do not imply that Netflix, Hulu, or any other publisher endorses Strategus. The homepage says ads can run on those platforms and on hundreds of other publishers."
tier: core
- item: "Do not treat a client testimonial as a Strategus company statistic."
tier: core
- item: "Do not take colors, type, or logos from the live Strategus website or from the staging CMS. Use the Paper Tiger guidelines v1.0, September 2026, for color, type, and logo."
tier: core
- item: "Do not redraw, retype, recolor, or restack the logo. Use the supplied artwork."
tier: core
- item: "Do not use Strategus's name or visual identity to imply endorsement of this demonstration."
tier: core
- item: "Do not describe strategus-dev.webflow.io as www.strategus.com, as a public launch, or as Strategus approval of this package."
tier: core
```
## Review required
```yaml
soft_no:
- topic: "Performance numbers"
rule: "Use only a figure that appears in a current Strategus source, with its date, definition, and caveat. The homepage campaign count is not an audited total. Every quantitative claim in this package stays unapproved."
tier: core
- topic: "Staging-blog-only claims"
rule: "Mission language, SOC 2 fourth-year wording, 64,000,000 conversions, 700+ advertisers, the beauty-campaign revenue figure, the Nissan traffic figure, portal user scale, and the attribution-suite superlative appear in the 2026-09-22 staging capture. Keep them inside claims.md. Cite strategus-dev.webflow.io. Do not move them onto the public homepage as if they were published there."
tier: core
- topic: "Staging host is not production proof"
rule: "A password-gated staging page can change, can be unpublished, or can disagree with www.strategus.com. Recheck the public site before treating a staging sentence as current public copy."
tier: core
- topic: "Case studies"
rule: "The homepage titles a Sephora-focused DOOH story. Do not expand that title into a result. The staging blog's beauty and Nissan examples have their own caveats. Do not invent a client name, a baseline, or a second figure."
tier: core
- topic: "Planning ranges"
rule: "Staging posts illustrate ranges such as 7 to 10 frequency, 2 to 3 impressions per household per week, 8 to 10 across a flight, 5 to 9 cross-channel impressions in a week, and a 200,000 to 300,000 household floor. Those are editorial illustrations, not a rate card and not a result."
tier: default
- topic: "Industry statistics inside the blog"
rule: "Figures about streaming platforms, subscriber mix, or the sports market that the blog cites are not Strategus results. Do not restate them as Strategus performance."
tier: default
- topic: "Client quotes"
rule: "Attribute the speaker, the organization, and the source URL. Do not tighten the wording or generalize one quote to every client."
tier: core
- topic: "Publisher and data partners"
rule: "Name Netflix, Hulu, Resonate, Strategus IQ, and AI Personas only inside the public description. Do not imply ownership or endorsement."
tier: core
- topic: "Leadership and ownership"
rule: "The 31 January 2025 press release is the source for founding, Denver, CIVC, and Todd Porch as CEO on that date. Recheck before stating current leadership."
tier: default
- topic: "Competitive comparisons"
rule: "Do not name a competitor unless a current Strategus source does, and then keep the comparison's scope."
tier: default
- topic: "Pricing and inventory"
rule: "Do not invent rates, minimums, or a publisher list beyond the public examples. Fee-stewardship language is not a price."
tier: core
- topic: "SOC 2 and security marketing"
rule: "You may say the staging post claims a fourth straight year of SOC 2, with the caveat. Do not attach a report, an auditor, a Type I or Type II label, or a partner's compliance unless a current public document says so."
tier: core
```
## Entity distinctions
- Strategus is the advertising company. CIVC Partners is the private equity firm that announced a majority investment on 31 January 2025. Do not collapse them into one brand.
- Blueprint™ is a named Strategus pre-launch product description, not a separate company.
- An agency client and Strategus can both be visible. White-label means the agency keeps the client relationship.
- A channel mix is not "everywhere." The homepage says the mix depends on audience, goals, and budget. The staging blog's longer channel list is still a menu, not a promise that every plan buys every channel.
- strategus-dev.webflow.io is a staging host. www.strategus.com is the public site. Paper Tiger guidelines are the color, type, and logo authority for this package.
## Sources
- https://www.strategus.com/
- https://www.strategus.com/press/strategus-announces-majority-investment-from-private-equity-firm-civc-partners
- https://strategus-brand-guidelines.vercel.app/
- https://strategus-dev.webflow.io/
- https://strategus-dev.webflow.io/blog
---
bcp_version: "1.1.1"
file_type: claims
parent: https://registry.brandcontextprotocol.dev/strategus-a91c4e27/.well-known/brand.md
last_updated: 2026-09-22
---
# Claims
These claims were assembled from public pages, plus a 22 September 2026 reading of the password-gated staging host https://strategus-dev.webflow.io, for review. They are not legal advice and have not been approved by Strategus. Review with the accountable brand owner before use in advertising, sales, or comparative communications.
No quantitative claim below is marked approved. The homepage states several of them without a method, period, or definition. Staging-blog figures are unapproved as well. Evidence URLs on strategus-dev.webflow.io are staging, not www.strategus.com, and are not production proof.
## Approved at launch
```yaml
approved_at_launch: []
```
No claim is marked approved because this is a public-source demonstration without Strategus review.
## Requires caveat or owner approval
```yaml
requires_caveat:
- id: "strategus-homepage-line"
claim: "Strategus's homepage line is One Partner. Every Screen. Proven Performance."
tier: core
proof_status: requires_caveat
evidence: "https://www.strategus.com/"
owner: null
validity_window:
valid_from: 2026-09-22
valid_until: null
source_hash: null
exact_text: true
approved_language: "One Partner. Every Screen. Proven Performance."
caveat: "Quote it as the published line. Do not treat Proven Performance as a guarantee or as evidence that a specific campaign worked."
- id: "strategus-kpi-offer"
claim: "The homepage says: You bring the KPI. We bring the strategy, the team, and the proof."
tier: core
proof_status: requires_caveat
evidence: "https://www.strategus.com/"
owner: null
validity_window:
valid_from: 2026-09-22
valid_until: null
source_hash: null
exact_text: true
approved_language: "You bring the KPI. We bring the strategy, the team, and the proof."
caveat: "The buyer defines the KPI. Do not imply Strategus chooses the success metric or promises the result."
- id: "strategus-channels"
claim: "The homepage names CTV, online video, display, audio, and digital out-of-home as channels in the offer."
tier: default
proof_status: requires_caveat
evidence: "https://www.strategus.com/"
owner: null
validity_window:
valid_from: 2026-09-22
valid_until: null
source_hash: null
exact_text: false
approved_language: null
caveat: "Availability depends on the plan. Do not say every campaign uses every channel."
- id: "strategus-campaign-count"
claim: "The homepage says Big Brands. Local Shops. 60,000+ Campaigns Delivered."
tier: core
proof_status: requires_caveat
evidence: "https://www.strategus.com/"
owner: null
validity_window:
valid_from: 2026-09-22
valid_until: null
source_hash: null
exact_text: true
approved_language: "60,000+ Campaigns Delivered."
caveat: "The page does not define a campaign, a date range, or a counting method. Keep the as-of date of 2026-09-22 and the plus sign. Do not round it into a precise total or call it audited."
- id: "strategus-blueprint"
claim: "Blueprint™ is Strategus's public name for pre-launch campaign intelligence, described as a playbook built from vertical performance data, market insights, and campaign experience before media goes live."
tier: default
proof_status: requires_caveat
evidence: "https://www.strategus.com/"
owner: null
validity_window:
valid_from: 2026-09-22
valid_until: null
source_hash: null
exact_text: false
approved_language: null
caveat: "Do not invent inputs, a delivery time beyond the page's 'in days', or a performance lift from using Blueprint™."
- id: "strategus-outcome-metrics"
claim: "The homepage says reporting includes visits, leads, conversions, and ROAS, described as metrics tied to business results rather than media delivery alone."
tier: core
proof_status: requires_caveat
evidence: "https://www.strategus.com/"
owner: null
validity_window:
valid_from: 2026-09-22
valid_until: null
source_hash: null
exact_text: false
approved_language: null
caveat: "These are metric families, not published company results. Do not invent a ROAS, visit, lead, or conversion number."
- id: "strategus-managed-not-platform"
claim: "The homepage says the buyer does not pay for a platform, sit through tutorials, or have to become a programmatic expert, and instead gets a team that owns the work."
tier: default
proof_status: requires_caveat
evidence: "https://www.strategus.com/"
owner: null
validity_window:
valid_from: 2026-09-22
valid_until: null
source_hash: null
exact_text: false
approved_language: null
caveat: "This describes the commercial posture. It does not mean Strategus has no software. The same page describes a reporting platform the team uses with the buyer."
- id: "strategus-agency-white-label"
claim: "The homepage offers a white-label or co-branded model for agencies, and a direct model for brands."
tier: default
proof_status: requires_caveat
evidence: "https://www.strategus.com/"
owner: null
validity_window:
valid_from: 2026-09-22
valid_until: null
source_hash: null
exact_text: false
approved_language: null
caveat: "Do not say every engagement is white-label. Match the model to the audience."
- id: "strategus-publishers"
claim: "The homepage says ads can run from Netflix and Hulu to hundreds of other publishers, and that the mix depends on audience, goals, and budget."
tier: default
proof_status: requires_caveat
evidence: "https://www.strategus.com/"
owner: null
validity_window:
valid_from: 2026-09-22
valid_until: null
source_hash: null
exact_text: false
approved_language: null
caveat: "This is not an endorsement by Netflix or Hulu. Do not promise a placement on a named publisher."
- id: "strategus-founded-2013"
claim: "A Strategus press release dated 31 January 2025, datelined Denver, says Strategus was founded in 2013 by Dave Miles and Joel Cox."
tier: default
proof_status: requires_caveat
evidence: "https://www.strategus.com/press/strategus-announces-majority-investment-from-private-equity-firm-civc-partners"
owner: null
validity_window:
valid_from: 2026-09-22
valid_until: null
source_hash: null
exact_text: false
approved_language: null
caveat: "Attribute the press release. Do not add a street address or an employee count from a third-party profile."
- id: "strategus-civc-2025"
claim: "On 31 January 2025 Strategus announced a majority investment from CIVC Partners and said Todd Porch had moved from president to CEO."
tier: default
proof_status: requires_caveat
evidence: "https://www.strategus.com/press/strategus-announces-majority-investment-from-private-equity-firm-civc-partners"
owner: null
validity_window:
valid_from: 2026-09-22
valid_until: null
source_hash: null
exact_text: false
approved_language: null
caveat: "This is the state described on that date. Recheck before describing current ownership or the current CEO."
- id: "strategus-leading-language"
claim: "The 31 January 2025 press release calls Strategus the leading managed services provider of high-performance CTV advertising campaigns, and a CIVC partner is quoted calling it the leading CTV-first managed services company."
tier: core
proof_status: requires_caveat
evidence: "https://www.strategus.com/press/strategus-announces-majority-investment-from-private-equity-firm-civc-partners"
owner: null
validity_window:
valid_from: 2026-09-22
valid_until: null
source_hash: null
exact_text: false
approved_language: null
caveat: "Quote only with speaker, date, and source. It is not an independent ranking. Do not reuse leading as a factual claim."
- id: "strategus-uw-quote"
claim: "The homepage publishes a quote from a University of Washington associate athletic director about reporting how many people saw spots, visited a website, and completed transactions, contrasted with earlier difficulty tracking ads on ESPN or NBC Nightly News."
tier: default
proof_status: requires_caveat
evidence: "https://www.strategus.com/"
owner: null
validity_window:
valid_from: 2026-09-22
valid_until: null
source_hash: null
exact_text: false
approved_language: null
caveat: "Keep the speaker's title. The quote gives no counts. Do not invent a percentage, a ROAS, or a result for the University of Washington."
- id: "strategus-staging-mission"
claim: "The About page on the password-gated staging host says: We ensure brand success using custom programmatic strategies."
tier: default
proof_status: requires_caveat
evidence: "https://strategus-dev.webflow.io/about"
owner: null
validity_window:
valid_from: 2026-09-22
valid_until: null
source_hash: null
exact_text: true
approved_language: "We ensure brand success using custom programmatic strategies."
caveat: "Staging host, captured 2026-09-22, not www.strategus.com. Do not treat the line as a public-site mission or as a result. Strategus has not approved this package."
- id: "strategus-staging-ctv-first-stack"
claim: "The password-gated staging site describes Strategus as a CTV-first managed partner that also plans OTT, OLV, display, DOOH, and streaming audio as one system. The staging channel list also names in-game."
tier: default
proof_status: requires_caveat
evidence: "https://strategus-dev.webflow.io/"
owner: null
validity_window:
valid_from: 2026-09-22
valid_until: null
source_hash: null
exact_text: false
approved_language: null
caveat: "Staging host, not production proof. The public homepage already names CTV, online video, display, audio, and digital out-of-home. Do not say every campaign buys every channel. OTT and OLV are defined in the staging posts: OTT is internet-delivered video, CTV is the TV-screen subset, OLV is online video beside other content."
- id: "strategus-staging-partner-cta"
claim: "Staging blog CTA and footer language includes: No self-serve dashboards, just a partner who does the work."
tier: default
proof_status: requires_caveat
evidence: "https://strategus-dev.webflow.io/blog"
owner: null
validity_window:
valid_from: 2026-09-22
valid_until: null
source_hash: null
exact_text: true
approved_language: "No self-serve dashboards, just a partner who does the work."
caveat: "Quote it as staging CTA language. It does not mean Strategus has no software. The public homepage also describes a reporting view."
- id: "strategus-staging-reporting-advantage"
claim: "A 26 March 2026 staging post by Mark Sussman, Director of Data and Analytics, says static end-of-month reporting no longer meets expectations, describes a move to a unified client portal, and calls real-time visibility a shift from what happened to what to do next. The post says the portal supports thousands of users across agencies and brands."
tier: default
proof_status: requires_caveat
evidence: "https://strategus-dev.webflow.io/blog/turning-ctv-reporting-into-a-strategic-advantage-for-advertisers"
owner: null
validity_window:
valid_from: 2026-09-22
valid_until: null
source_hash: null
exact_text: false
approved_language: null
caveat: "Staging host. Thousands is not a count. Do not invent a user total, a product trademark, or a claim that the portal replaces the metric families on the public homepage."
- id: "strategus-staging-fee-stewardship"
claim: "A 14 April 2026 staging post by Chrystal Rinkle, VP of Operations, frames fee clarity as an operating standard: a partner should be able to explain who is paid, why, and what value the fee creates. The post names five layers: media, data, platform or transaction, quality or safety or measurement, and service or management."
tier: default
proof_status: requires_caveat
evidence: "https://strategus-dev.webflow.io/blog/understanding-programmatic-fees"
owner: null
validity_window:
valid_from: 2026-09-22
valid_until: null
source_hash: null
exact_text: false
approved_language: null
caveat: "Staging POV. Do not invent a fee, a percentage, an audit right, or a statement that every supply-chain cost is already on a public rate card."
- id: "strategus-staging-franchise"
claim: "A 24 February 2026 staging post by Tyler Wise describes CTV as a way for franchisors and local franchisees to share national creative with ZIP, DMA, or radius activation, and says Strategus dynamic creative can generate location-specific ads from local data."
tier: default
proof_status: requires_caveat
evidence: "https://strategus-dev.webflow.io/blog/franchise-advertising"
owner: null
validity_window:
valid_from: 2026-09-22
valid_until: null
source_hash: null
exact_text: false
approved_language: null
caveat: "Staging description of a capability. Do not promise a location, a dynamic-creative output, an approval workflow, or a franchise result."
- id: "strategus-staging-soc2-fourth-year"
claim: "A 24 February 2026 staging post by Rachel Dillon says Strategus has passed its SOC 2 audit for the fourth straight year, and that the audit covers security, availability, processing integrity, confidentiality, and privacy."
tier: core
proof_status: requires_caveat
evidence: "https://strategus-dev.webflow.io/blog/why-soc-2-matters-in-programmatic-media"
owner: null
validity_window:
valid_from: 2026-09-22
valid_until: null
source_hash: null
exact_text: false
approved_language: null
caveat: "Password-gated staging host. This package does not include a report, an auditor, a period end, or a Type I or Type II label. Do not say partners are SOC 2 compliant unless a current public document says so. Do not treat the sentence as production proof."
- id: "strategus-staging-conversions-64m"
claim: "The staging About page says Strategus has driven over 64,000,000 conversions for its clients."
tier: core
proof_status: requires_caveat
evidence: "https://strategus-dev.webflow.io/about"
owner: null
validity_window:
valid_from: 2026-09-22
valid_until: null
source_hash: null
exact_text: false
approved_language: null
caveat: "Staging host, as of the 2026-09-22 capture. No definition of a conversion, date range, or method. Do not round it, call it audited, or move it onto www.strategus.com. Unapproved."
- id: "strategus-staging-advertisers-700"
claim: "The staging CTV overview, in the 2026-09-22 capture, refers to 700+ advertisers partnered with Strategus."
tier: core
proof_status: requires_caveat
evidence: "https://strategus-dev.webflow.io/ctv-overview"
owner: null
validity_window:
valid_from: 2026-09-22
valid_until: null
source_hash: null
exact_text: false
approved_language: null
caveat: "Staging host. The counting method, the definition of an advertiser, and the as-of date inside the page were not published in the capture notes. Keep the plus sign. Do not treat it as the public homepage campaign count. Unapproved."
- id: "strategus-staging-beauty-revenue"
claim: "A 2 May 2026 staging post by Tyler Wise says a beauty e-commerce campaign using CTV awareness, OLV and display retargeting, and purchase attribution generated more than $200,000 in online revenue in three months."
tier: core
proof_status: requires_caveat
evidence: "https://strategus-dev.webflow.io/blog/tv-marketing-campaigns"
owner: null
validity_window:
valid_from: 2026-09-22
valid_until: null
source_hash: null
exact_text: false
approved_language: null
caveat: "Staging host. The capture does not name the advertiser, the spend, the baseline, the attribution window, or whether the revenue is incremental. Do not invent a brand name. Do not reuse the figure as an approved case result."
- id: "strategus-staging-nissan-traffic"
claim: "A 29 April 2026 staging post by Tyler Wise says a Nissan example generated a 250 percent increase in website traffic through retargeted high-intent households and concise iterative creative."
tier: core
proof_status: requires_caveat
evidence: "https://strategus-dev.webflow.io/blog/ott-marketing"
owner: null
validity_window:
valid_from: 2026-09-22
valid_until: null
source_hash: null
exact_text: false
approved_language: null
caveat: "Staging host. No baseline, market, flight length, or method in the capture. Do not extend 250 percent to sales, leads, or ROAS. Do not treat it as an audited or approved result. Nissan appearing in a blog example is not an endorsement."
- id: "strategus-staging-pioneer-2015"
claim: "The staging About page says Strategus helped pioneer programmatic CTV in 2015."
tier: default
proof_status: requires_caveat
evidence: "https://strategus-dev.webflow.io/about"
owner: null
validity_window:
valid_from: 2026-09-22
valid_until: null
source_hash: null
exact_text: false
approved_language: null
caveat: "Staging host. The public press release used in this package says the company was founded in 2013. Do not upgrade pioneer into a first-in-market ranking."
- id: "strategus-staging-largest-attribution-suite"
claim: "A 25 February 2026 staging post says Strategus has the largest suite of customizable attribution solutions in the industry."
tier: core
proof_status: requires_caveat
evidence: "https://strategus-dev.webflow.io/blog/ctv-attribution"
owner: null
validity_window:
valid_from: 2026-09-22
valid_until: null
source_hash: null
exact_text: false
approved_language: null
caveat: "Staging superlative. Not an independent ranking. Not approved. Do not use it in new copy. If a reader must be shown the sentence, quote it with speaker context, the date, the staging URL, and this caveat in the same breath."
```
## Forbidden
```yaml
forbidden:
- id: "strategus-guaranteed-result"
claim: "Strategus guarantees a ROAS, revenue, lead, visit, or conversion outcome."
tier: core
proof_status: forbidden
evidence: "No public guarantee. The homepage line is not a warranty."
owner: null
validity_window:
valid_from: 2026-09-22
valid_until: null
source_hash: null
exact_text: false
approved_language: null
caveat: "Describe the reporting metric. Do not promise the number."
- id: "strategus-independent-number-one"
claim: "Strategus is the number-one or best CTV agency."
tier: core
proof_status: forbidden
evidence: "No independent ranking in the sources used for this package."
owner: null
validity_window:
valid_from: 2026-09-22
valid_until: null
source_hash: null
exact_text: false
approved_language: null
caveat: "Do not upgrade press-release language into a ranking."
- id: "strategus-invented-case-result"
claim: "A named campaign, including the Sephora-focused DOOH story, produced a specific sales or sell-out result beyond the homepage title."
tier: core
proof_status: forbidden
evidence: "https://www.strategus.com/"
owner: null
validity_window:
valid_from: 2026-09-22
valid_until: null
source_hash: null
exact_text: false
approved_language: null
caveat: "The homepage title is not a result. Fetch the current story before citing any figure."
- id: "strategus-publisher-endorsement"
claim: "Netflix, Hulu, or another publisher endorses Strategus."
tier: core
proof_status: forbidden
evidence: "https://www.strategus.com/"
owner: null
validity_window:
valid_from: 2026-09-22
valid_until: null
source_hash: null
exact_text: false
approved_language: null
caveat: "Inventory examples are not endorsements."
- id: "strategus-official-bcp"
claim: "Strategus authored, reviewed, or approved this BCP."
tier: core
proof_status: forbidden
evidence: "This package is an Encoded Brands public-source demonstration."
owner: null
validity_window:
valid_from: 2026-09-22
valid_until: null
source_hash: null
exact_text: false
approved_language: null
caveat: "Say Strategus has not reviewed or approved it."
- id: "strategus-live-site-visuals"
claim: "The live website's colors, type, or logos are the current identity system for new work."
tier: core
proof_status: forbidden
evidence: "https://strategus-brand-guidelines.vercel.app/"
owner: null
validity_window:
valid_from: 2026-09-22
valid_until: null
source_hash: null
exact_text: false
approved_language: null
caveat: "Use the Paper Tiger guidelines v1.0, September 2026, for color, type, and logo. Chamfer geometry in visual.md is an observed staging motif, not permission to copy staging colors."
- id: "strategus-staging-as-production"
claim: "strategus-dev.webflow.io is the public Strategus website, or a sentence on that host is production proof."
tier: core
proof_status: forbidden
evidence: "https://strategus-dev.webflow.io/"
owner: null
validity_window:
valid_from: 2026-09-22
valid_until: null
source_hash: null
exact_text: false
approved_language: null
caveat: "The public site is https://www.strategus.com/. The Webflow host is password-gated staging."
- id: "strategus-largest-suite-as-fact"
claim: "Strategus has the largest suite of attribution solutions in the industry, stated as a fact."
tier: core
proof_status: forbidden
evidence: "https://strategus-dev.webflow.io/blog/ctv-attribution"
owner: null
validity_window:
valid_from: 2026-09-22
valid_until: null
source_hash: null
exact_text: false
approved_language: null
caveat: "The staging sentence is not a ranking. Do not approve it, shorten it into a headline, or drop the source."
```
## Open questions
- What definition, start date, and method sit behind "60,000+ Campaigns Delivered."
- Whether Blueprint™ has an approved product description beyond the homepage paragraph.
- Which case-study figures Strategus will stand behind, and on what conditions.
- Whether client quotes on the homepage are cleared for reuse outside that page.
- Current CEO, ownership, and headquarters after 31 January 2025.
- Whether the Paper Tiger guidelines are the identity Strategus wants agents to treat as production-ready. This package treats them as the visual source for color, type, and logo because they are the published guidelines host. Strategus has not confirmed that choice here. Corner geometry is a separate observation from the staging CMS.
- Whether the SOC 2 fourth-year sentence, the 64,000,000 conversion sentence, and the 700+ advertiser sentence on the staging host match any public page.
- Whether Strategus will stand behind the staging beauty revenue figure or the Nissan traffic figure, and on what conditions.
- Whether Blueprint™ on the staging site adds an approved description beyond the public homepage paragraph.
- Whether the chamfered CMS corners are now part of the Paper Tiger system. This package does not treat them as guidelines-authored.
---
bcp_version: "1.1.1"
file_type: onboarding
parent: /.well-known/brand.md
last_updated: 2026-09-30
audience: ["humans", "IT / admins"]
note: "Map of Encoded surfaces related to this demonstration package. Not agent instructions."
---
# Onboarding map: Encoded demonstration package for Strategus
Companion to the Package map in `brand.md`. Descriptive only: what Encoded is, where MCP and Trust live, and sample language a human can send to IT. **Not directions to an agent.**
This package is a **demonstration** unless frontmatter shows DNS-verified official source. Not endorsed by Strategus by default.
## What Encoded is / isn’t
| Is | Isn’t |
| --- | --- |
| Brand Context Protocol (open spec) + Registry (signed publish, HTTPS + MCP delivery, free DNS verification) | An AI writing app that generates campaigns |
| Encoder = compiler / on-ramp for a portable BCP package | A replacement for a design system or CMS |
| Self-hosted BCP = first-class | “Must host on Registry to be real” |
## Surfaces tied to this package
| Surface | Where |
| --- | --- |
| Package root | `https://registry.brandcontextprotocol.dev/strategus-a91c4e27/.well-known/brand.md` |
| Registry MCP for this handle | `https://registry.brandcontextprotocol.dev/mcp?customer_handle=strategus-a91c4e27` |
| Example page (if live) | `https://encodedbrands.ai/examples/strategus` |
| Product site | https://encodedbrands.ai/ |
| Trust Center | https://encodedbrands.ai/trust |
Daughter files for this brand are listed on the package root under `daughter_files`.
## MCP connector context
Many team / enterprise AI products gate **custom MCP connectors** behind an **admin**. Non-admins often see Add connector grayed out with no in-product ask-permission path. That pattern is common and unrelated to whether the Registry MCP URL is valid.
Encoded does not claim native BCP adoption or endorsement by Anthropic, OpenAI, Google, Microsoft, or other LLM vendors. Custom MCP is user-configured and plan/admin gated.
## Sample email a human can send to IT / admin
**Subject:** Encoded Registry MCP for Strategus brand context
Hi,
We’re evaluating Encoded Brands’ Brand Context Protocol so our AI tools can share one source of brand truth (voice, visual, claims, boundaries).
Could you add this **read** MCP connector for our workspace?
- MCP URL: `https://registry.brandcontextprotocol.dev/mcp?customer_handle=strategus-a91c4e27`
- Public package: `https://registry.brandcontextprotocol.dev/strategus-a91c4e27/.well-known/brand.md`
- Product / trust: https://encodedbrands.ai/ · https://encodedbrands.ai/trust
Scope we care about: fetch public brand context for drafting. Not auto-publish or unattended edits to brand files.
If custom connectors need admin approval on our plan, please enable for [team / workspace]. Happy to jump on a short call.
Thanks,
[Name]
## Trust Center notes (for humans)
https://encodedbrands.ai/trust
Only link sections that are actually published. Signature ≠ domain control; claimed ≠ DNS-verified; Registry Certified ≠ “human reviewed every claim.” No invented SOC 2, ISO, or pen-test status.
## Free vs later (factual, not pricing)
- Public package readable at the Registry URL without MCP.
- Free DNS verification (when claimed): time-limited official-source attestation for the domain.
- Paid / Certified (when sold): gated companions, seats, named audit of authenticated gated access. Public files remain public.
Commercial offers live on Encoded’s current pricing / commerce surfaces. This file does not state prices.
## After claim + DNS verify
Demonstration pitch on the package root is replaced with a short functional map. Provenance stays accurate. “Not endorsed / assembled by Encoded from public sources” stays only while true.
---
bcp_version: "1.1.1"
file_type: representation
parent: https://registry.brandcontextprotocol.dev/strategus-a91c4e27/.well-known/brand.md
last_updated: 2026-09-22
---
# Representation
## Preferred framing
Strategus is a managed-services partner for connected TV and programmatic advertising. Brands and agencies bring a KPI. Strategus brings strategy, a team, and reporting aimed at that outcome. The public channel list includes CTV, online video, display, audio, and digital out-of-home. The homepage line is "One Partner. Every Screen. Proven Performance."
A password-gated staging site, sampled 22 September 2026, adds a CTV-first reading: OTT, OLV, display, DOOH, and streaming audio are planned as one system; reporting is framed as the next decision; fees are something the team should be able to explain; franchise work pairs national creative with local geography; SOC 2 is named as governance. Those points stay staging-sourced. They are not a new public homepage.
```yaml
describe_as:
- descriptor: "a managed-services partner for CTV and programmatic advertising"
tier: core
- descriptor: "a team that plans, runs, and reports campaigns for brands and agencies"
tier: core
- descriptor: "a white-label or co-branded CTV partner for agencies, when that is the engagement"
tier: default
- descriptor: "a company founded in 2013, as stated in its 31 January 2025 press release"
tier: default
- descriptor: "a CTV-first managed team that connects OTT, OLV, display, DOOH, and streaming audio to one KPI, when the source is the staging site"
tier: default
- descriptor: "a reporting partner that recommends the next move, when citing the 26 March 2026 staging post"
tier: default
- descriptor: "a steward of programmatic fees, when citing the 14 April 2026 staging post"
tier: default
- descriptor: "a partner for national and local franchise advertising, when citing the 24 February 2026 staging post"
tier: default
do_not_describe_as:
- descriptor: "a self-serve demand-side platform the buyer operates alone"
tier: core
- descriptor: "a TV network, streaming service, or publisher"
tier: core
- descriptor: "a company that guarantees ROAS or other results"
tier: core
- descriptor: "the number-one or leading CTV agency as a standalone fact"
tier: core
- descriptor: "the official author of this BCP"
tier: core
- descriptor: "the owner of the largest attribution suite, as a fact"
tier: core
- descriptor: "a company whose staging-blog case figures are audited results"
tier: core
- descriptor: "a business whose public website is strategus-dev.webflow.io"
tier: core
competitive_frame:
- item: "Differentiate through a named KPI, a plan before spend, a team that owns execution, and reporting the buyer can read."
tier: default
- item: "On staging sources, also differentiate through a connected channel plan, fee explanations, and governance. Keep the staging label."
tier: default
- item: "Do not claim a rank, a share, or a performance multiple without a current source and its conditions."
tier: core
honest_trade_offs:
- item: "A managed service asks the buyer to trust a team. It is not a console the buyer configures alone."
tier: default
- item: "Outcome reporting still depends on the measurement the plan can actually support. The site names visits, leads, conversions, and ROAS as the families. It does not say every KPI is available in every campaign."
tier: core
- item: "Publisher access is a mix, not a promise of a placement on Netflix, Hulu, or any other named service."
tier: core
- item: "White-label work keeps the agency in front of its client. Do not describe that model as Strategus taking the relationship."
tier: default
- item: "Staging posts describe human review and machine learning together. Do not collapse that into autopilot or into a rejection of software."
tier: default
- item: "A SOC 2 sentence on the staging blog is a governance theme with a caveat, not a certificate attached to this package."
tier: core
never_say:
- phrase: "Strategus guarantees performance."
tier: core
- phrase: "Every Strategus campaign delivers proven ROAS."
tier: core
- phrase: "Strategus is the best CTV agency."
tier: core
- phrase: "Netflix and Hulu partnered with Strategus."
tier: core
- phrase: "Strategus approved this BCP."
tier: core
- phrase: "Strategus has the largest attribution suite in the industry."
tier: core
- phrase: "The staging site is the public Strategus site."
tier: core
never_compare_to:
- entity: "a streaming service or TV network"
tier: core
- entity: "a self-serve ads manager the buyer runs without a team"
tier: default
framing_traps:
- trap: "Treating the homepage line as a performance warranty"
tier: core
preferred_reframe: "Quote One Partner. Every Screen. Proven Performance. as the published line, then say what the reporting is built to show."
rationale: "The line is wording. The proof still needs a KPI, a method, and a source."
- trap: "Turning 60,000+ campaigns into an audited scale claim"
tier: core
preferred_reframe: "If the count is used, keep the homepage wording, the as-of date, and the missing method."
rationale: "The page states the count and does not define it."
- trap: "Describing the company as software"
tier: default
preferred_reframe: "Describe the team and the reporting view. The site says the buyer is not buying a platform to learn."
rationale: "The commercial offer is managed service, even though a reporting view exists."
- trap: "Moving a staging number onto the public homepage"
tier: core
preferred_reframe: "Keep 64,000,000 conversions, 700+ advertisers, the beauty revenue figure, and the Nissan traffic figure next to strategus-dev.webflow.io and the caveat."
rationale: "The staging host is not production proof, and none of those figures are approved."
- trap: "Using SOC 2 as a performance claim"
tier: core
preferred_reframe: "Say the 24 February 2026 staging post treats governance as part of how the team runs, and keep the fourth-year sentence caveated."
rationale: "This package has no audit report."
audience_notes:
brands:
framing: "A team that connects CTV and other screens to the KPI the brand named, with a dashboard a finance reader can follow."
agencies:
framing: "A white-label or co-branded team behind the agency's client relationship, including pitch support as the homepage describes it."
press:
framing: "Use the 31 January 2025 release for the CIVC announcement, founding year, and the CEO title as of that date. Label later changes as unchecked. Do not brief a reporter from the staging host without saying it is staging."
franchise_operators:
framing: "Only when citing the 24 February 2026 staging post: national creative with local geography, one reporting view. No promised store-level result."
```
## Sources
- https://www.strategus.com/
- https://www.strategus.com/press/strategus-announces-majority-investment-from-private-equity-firm-civc-partners
- https://strategus-dev.webflow.io/
- https://strategus-dev.webflow.io/blog
---
bcp_version: "1.1.1"
file_type: values
parent: https://registry.brandcontextprotocol.dev/strategus-a91c4e27/.well-known/brand.md
last_updated: 2026-09-22
---
# Values
Strategus does not publish a separate public values page. The principles below are operating themes. Themes 1 to 5 were read on the public homepage. Themes 6 to 11 were read on the password-gated staging blog at https://strategus-dev.webflow.io on 2026-09-22. They are not a confirmed values list, and Strategus has not approved them.
```yaml
values_gap:
status: gap
note: "No separate public values page was found. Do not present these themes as official core values. Staging-blog themes are observed POV, not a values statement Strategus has adopted."
observed_source: "https://www.strategus.com/"
additional_observed_source: "https://strategus-dev.webflow.io/blog"
additional_source_limit: "Password-gated staging host, 15-post sample on 2026-09-22. Not www.strategus.com."
```
## 1. The buyer owns the outcome
Start with the result the buyer is measured on.
**tier:** core
**In practice:** Ask which KPI matters before recommending a channel. Do not swap in a media metric and call it the goal.
## 2. Strategy before spend
A plan should explain the audience, the message, and the channel mix before the first dollar.
**tier:** core
**In practice:** Describe Blueprint™ only as pre-launch intelligence built from vertical performance data, market insight, and campaign experience, which is the public description. The staging site also lists it with research and insights. Do not invent a model, a score, or a data source beyond what a cited page names.
## 3. One accountable team
The buyer should not have to become the operator.
**tier:** core
**In practice:** Describe trafficking, pacing, creative QA, optimization, and reporting as work a Strategus team owns. Do not describe Strategus as a self-serve platform the buyer has to learn.
## 4. Proof the buyer can read
Reporting should connect spend to the outcome that was named.
**tier:** core
**In practice:** Stay inside the metric families the public site names: visits, leads, conversions, and ROAS, plus delivery context when it is labeled as delivery. Do not fabricate a dashboard figure.
## 5. Room for both brands and agencies
The same operating partner can sit behind a brand team or behind an agency's client relationship.
**tier:** default
**In practice:** Keep the agency's relationship with its client intact when the offer is white-label or co-branded. Do not imply Strategus replaces the agency.
## 6. Outcomes over vanity exposure
Staging posts argue that a lower CPM and more impressions are not automatically a better plan. Frequency, audience, and the named KPI come first.
**tier:** default
**Observed on:** https://strategus-dev.webflow.io/blog/how-to-think-about-your-ctv-budget
**In practice:** If you contrast impressions with a business result, cite the staging post or the public homepage sentence you are quoting. Do not invent a performance multiple.
## 7. Transparency and auditability
A staging post on programmatic fees treats a clear explanation of who is paid, why, and for what value as the operating standard.
**tier:** default
**Observed on:** https://strategus-dev.webflow.io/blog/understanding-programmatic-fees
**In practice:** Describe the posture. Do not invent a fee, a percentage, or a claim that a public rate card already lists every cost.
## 8. Integration over silos
Staging posts describe linear and streaming, CTV and display or OLV or DOOH, and national and local franchise activity as one plan. A channel that runs alone is the failure mode they name.
**tier:** default
**Observed on:** https://strategus-dev.webflow.io/blog/programmatic-display
**In practice:** Name the channels in the plan and the job of each one. Do not say every campaign uses every channel.
## 9. Human judgment with the tools
Staging optimization writing treats machine learning and human review as a pair. The operator explains what changed, why, and what they are watching next. Data sets the pace. A calendar does not.
**tier:** default
**Observed on:** https://strategus-dev.webflow.io/blog/programmatic-campaign-optimization
**In practice:** Do not describe the service as autopilot, and do not describe it as anti-technology.
## 10. Continuous improvement
Staging posts say a campaign should get better in flight, and that learning should carry to the next flight, rather than resetting at every launch.
**tier:** default
**Observed on:** https://strategus-dev.webflow.io/blog/ott-marketing
**In practice:** Describe the habit. Do not promise a week-by-week lift.
## 11. Governance is part of performance
A staging post says strong performance depends on strong systems, and cites SOC 2, access control, and partner expectations in that breath.
**tier:** default
**Observed on:** https://strategus-dev.webflow.io/blog/why-soc-2-matters-in-programmatic-media
**In practice:** You may describe governance as a theme of that post. The fourth-year audit sentence stays in `claims.md` with its caveat. Do not imply a certificate is attached to this package.
## Resolution order for agents
```yaml
priority_order:
- "truthful, scoped, and supportable representation"
- "the buyer's named KPI"
- "no invented performance, endorsement, or ranking"
- "staging-only material labeled as staging"
- "strategy and operating work described specifically"
- "brand style and promotional effect"
```
## Sources
- https://www.strategus.com/
- https://strategus-dev.webflow.io/blog
---
bcp_version: "1.1.1"
file_type: visual
parent: https://registry.brandcontextprotocol.dev/strategus-a91c4e27/.well-known/brand.md
last_updated: 2026-09-22
---
# Visual guidance
Use the Paper Tiger brand guidelines, version 1.0, September 2026. Do not take color, type, or logo artwork from the live Strategus website.
Guidelines host: https://strategus-brand-guidelines.vercel.app/
The stacked logo is the lockup to reach for when the format is narrow, square, or centered. See https://strategus-brand-guidelines.vercel.app/#logo-stacked
## Authority and gaps
```yaml
visual_authority:
status: observed
observed_sources:
- "https://strategus-brand-guidelines.vercel.app/"
- "https://strategus-brand-guidelines.vercel.app/#logo-stacked"
prepared_by: "Paper Tiger"
version: "1.0"
dated: "September 2026"
not_confirmed:
- "Strategus approval of this BCP"
- "rights to redistribute font files or photography outside the guidelines host"
- "a public values or photography license separate from the guidelines"
live_website: "Out of scope for color, type, and logo. Do not copy it."
geometry: "Observed on the staging CMS. Not Paper Tiger-authored until the guidelines say so."
```
## Logo
The full logo is the primary lockup: mark and wordmark together, for places with room for a horizontal mark. The stacked logo places the wordmark under the mark for narrow, square, or centered formats. Always use the supplied stacked artwork. Do not restack it. The mark alone is for favicons, app icons, and other places where the wordmark will not fit, or where the brand is already established.
Clearspace for the full logo, the stacked logo, and the mark is x on all four sides, where x is half the height of the mark.
```yaml
logo_usage:
generation_policy: official_assets_only
generation_instructions: "Do not draw, trace, retype, or rebuild the mark or wordmark. Use a file from the guidelines host."
assets:
- role: "full, dark"
url: "https://strategus-brand-guidelines.vercel.app/images/logos/strategus-logo-full-dark.svg"
- role: "full, light"
url: "https://strategus-brand-guidelines.vercel.app/images/logos/strategus-logo-full-light.svg"
- role: "full, white"
url: "https://strategus-brand-guidelines.vercel.app/images/logos/strategus-logo-full-white.svg"
- role: "stacked, dark"
url: "https://strategus-brand-guidelines.vercel.app/images/logos/strategus-logo-stacked-dark.svg"
- role: "stacked, light"
url: "https://strategus-brand-guidelines.vercel.app/images/logos/strategus-logo-stacked-light.svg"
- role: "stacked, white"
url: "https://strategus-brand-guidelines.vercel.app/images/logos/strategus-logo-stacked-white.svg"
- role: "mark"
url: "https://strategus-brand-guidelines.vercel.app/images/logos/strategus-logo-mark.svg"
- role: "mark, light"
url: "https://strategus-brand-guidelines.vercel.app/images/logos/strategus-logo-mark-light.svg"
color_pairings:
- background: "Primary Blue #1CACFF"
logo: "full light"
- background: "Dark Blue #00346C"
logo: "full white"
- background: "Black #000000"
logo: "full white"
- background: "White #FFFFFF"
logo: "full dark"
- background: "Orange #F8682C"
logo: "full light"
- background: "Purple #6D2EE2"
logo: "full white"
- background: "Pale Green #C5FF98"
logo: "full dark"
- background: "Green #27C35D"
logo: "full light"
- background: "Fuscia #CC1188"
logo: "full white"
- background: "Gray #F3F3F3"
logo: "full dark"
forbidden_modifications:
- "stretching, squashing, skewing, or rotating the logo"
- "gradients, secondary-palette recolors, or other off-artwork tints"
- "shadows, glows, outlines, or bevels"
- "placing the dark logo on a dark or busy ground. Use the light or white artwork."
- "retyping the wordmark in another font"
- "rebuilding the stacked lockup by hand"
```
## Color
Text colors are the pairings published with each swatch. Border and muted rule color is #DADADA.
```yaml
color:
primary:
- name: "Primary Blue"
hex: "#1CACFF"
text: "#000000"
- name: "Dark Blue"
hex: "#00346C"
text: "#1CACFF"
- name: "Black"
hex: "#000000"
text: "#FFFFFF"
- name: "White"
hex: "#FFFFFF"
text: "#000000"
secondary:
- name: "Orange"
hex: "#F8682C"
text: "#000000"
- name: "Purple"
hex: "#6D2EE2"
text: "#FFFFFF"
- name: "Pale Green"
hex: "#C5FF98"
text: "#000000"
- name: "Green"
hex: "#27C35D"
text: "#000000"
- name: "Fuscia"
hex: "#CC1188"
text: "#FFFFFF"
- name: "Gray"
hex: "#F3F3F3"
text: "#000000"
border: "#DADADA"
data_visualization_sequence:
- "Primary Blue #1CACFF, first series"
- "Orange #F8682C, second series"
- "Dark Blue #00346C, third series"
- "Purple #6D2EE2, fourth series"
data_visualization_rules:
- "Use at most four color-coded series. Further values use opacity steps of Primary Blue."
- "Pale Green is for dark grounds only. It does not have enough contrast on white chart areas."
- "Gray, including the guidelines mid gray #9CA3AF, is for axes, gridlines, and reference lines, not for a data series."
- "Pair color with a label, shape, or pattern."
rules:
- "Primary Blue, Dark Blue, Black, and White carry the identity."
- "Secondary colors are accents and chart series, not a replacement for the logo colors."
- "Put black text on Primary Blue. Put Primary Blue text on Dark Blue when setting type on that field. Logo pairings above still govern the logo."
- "The guidelines host also exposes an implementation token named lime-dark, #597344. It is not in the named primary or secondary palette. Do not use it as a brand color."
```
## Typography
PolySans at weight 600 carries headlines. Inter carries body, from data labels to long copy. If PolySans is not available, use DM Sans, then Arial. Do not redistribute the font files. Link them from the guidelines host or use the Google fallback.
```yaml
typography:
display:
family: "PolySans"
weight: 600
file: "https://strategus-brand-guidelines.vercel.app/fonts/PolySans-600.woff2"
fallback: "DM Sans, Arial, sans-serif"
body:
family: "Inter"
weights: [400, 500, 600, 700]
files:
- "https://strategus-brand-guidelines.vercel.app/fonts/Inter-400.woff2"
- "https://strategus-brand-guidelines.vercel.app/fonts/Inter-500.woff2"
- "https://strategus-brand-guidelines.vercel.app/fonts/Inter-600.woff2"
- "https://strategus-brand-guidelines.vercel.app/fonts/Inter-700.woff2"
fallback: "Arial, sans-serif"
scale:
- name: "Display XL"
size: "96px"
family: "PolySans"
weight: 600
tracking: "-0.010em"
line_height: 0.94
- name: "Display L"
size: "73px"
family: "PolySans"
weight: 600
tracking: "-0.014em"
line_height: 0.93
- name: "Display M"
size: "64px"
family: "PolySans"
weight: 600
tracking: "-0.008em"
line_height: 0.94
- name: "Display S"
size: "48px"
family: "PolySans"
weight: 600
tracking: "-0.010em"
line_height: 0.96
- name: "Headline XL"
size: "42px"
family: "PolySans"
weight: 600
tracking: "-0.012em"
line_height: 1.14
- name: "Headline L"
size: "32px"
family: "PolySans"
weight: 600
tracking: "-0.009em"
line_height: 1.19
- name: "Headline M"
size: "24px"
family: "PolySans"
weight: 600
tracking: "-0.008em"
line_height: 1.25
- name: "Headline S"
size: "21px"
family: "PolySans"
weight: 600
tracking: "-0.010em"
line_height: 1.24
- name: "Body XL"
size: "18px"
family: "Inter"
weight: 400
line_height: 1.44
- name: "Body L"
size: "16px"
family: "Inter"
weight: 400
line_height: 1.5
- name: "Body M"
size: "14px"
family: "Inter"
weight: 400
line_height: 1.43
- name: "Caption"
size: "12px"
family: "Inter"
weight: 400
line_height: 1.33
rules:
- "Sentence-case headlines, except a published line reproduced verbatim."
- "No exclamation points."
- "No em dashes."
```
## Geometry
Paper Tiger v1.0 remains the authority for color, type, and logo. The guidelines host used for this package did not state a corner-radius rule. The shape system below is an observation from the password-gated staging CMS at https://strategus-dev.webflow.io, confirmed against a 22 September 2026 screenshot of the newsletter strip and the book-a-demo panel. Nick asked for this snip. Do not describe it as a Paper Tiger rule until the guidelines say so. Do not copy staging colors. The CMS neon green and the blue-green glow stay out of new work. Use Green #27C35D or Pale Green #C5FF98 from the named palette when a green control is required.
```yaml
geometry:
status: observed
authority: "staging CMS observation, not Paper Tiger"
observed_on: "2026-09-22"
evidence:
- "https://strategus-dev.webflow.io/"
- "Nick screenshot, 2026-09-22, newsletter banner and book-a-demo panel"
not_confirmed:
- "Paper Tiger authorship"
- "Strategus approval of this BCP"
- "use of the CMS neon or the blue-green glow as brand colors"
cuts:
- name: "Card, CTA frame, newsletter strip, form panel"
angle: "45 degrees"
size: "18px along each edge"
css: "clip-path: polygon(18px 0, calc(100% - 18px) 0, 100% 18px, 100% calc(100% - 18px), calc(100% - 18px) 100%, 18px 100%, 0 calc(100% - 18px), 0 18px);"
note: "All four corners. Reads as a long octagon on a wide banner."
- name: "Stepped section container"
angle: "45 degree outer corners, plus a square step"
size: "36px top-left step, 18px chamfer on the other outer corners"
css: "clip-path: polygon(0 36px, 36px 36px, 36px 0, calc(100% - 18px) 0, 100% 18px, 100% calc(100% - 18px), calc(100% - 18px) 100%, 18px 100%, 0 calc(100% - 18px));"
note: "Observed as an inward notch at the top left of the book-a-demo band."
controls:
- "Inputs, buttons, and tags use a 4px corner radius."
- "Do not use pill shapes on cards, banners, or section containers."
color_split:
- "Fields that need a dark ground use Dark Blue #00346C or Black #000000 from the guidelines."
- "A submit control uses Green #27C35D with black text, the guidelines pairing."
- "Do not import the brighter CMS neon as a fifth green."
```
## Imagery
The guidelines describe photography as real devices in real places, with the ad or dashboard visible on the screen. Rights to reuse those photographs are not established for this demonstration. Prefer the logo and flat fields of the named colors. Do not pull photographs from the live website. Do not generate people and present them as Strategus staff or clients.
## Layout
- Use a clear grid, generous margins, and the logo clearspace.
- Keep a claim next to its condition.
- Primary Blue is the action color, with black text on it.
- Dark Blue is a field for white or light logo artwork, not a place for the dark logo.
- Secondary colors appear as small accents or as chart series in the published order.
- Keep the logo flat and level.
- Cards, CTA frames, newsletter strips, and form panels use the 18px 45 degree chamfer in Geometry. Large section bands may use the 36px top-left step.
- Buttons, inputs, and tags stay at a 4px radius. The logo is never chamfered.
## Co-branding
Keep partner logos in their own approved colors. Do not tint them. Leave at least the minimum clearspace between marks. Do not let them touch, overlap, or merge. The Strategus logo should be at least equal in visual size to a partner logo. Align stacked pairs on a shared center or a shared left edge. Test contrast for both identities.
## Footer
Do not copy the live-site footer into third-party work in a way that implies Strategus owns the page. A demonstration footer should say the page is unofficial and that Strategus did not review it.
---
bcp_version: "1.1.1"
file_type: voice
parent: https://registry.brandcontextprotocol.dev/strategus-a91c4e27/.well-known/brand.md
last_updated: 2026-09-22
---
# Voice
Strategus's observed public voice is direct, commercial, and outcome-first. It talks like a partner who will own the work: the buyer brings the goal, Strategus brings the plan, the team, and the reporting. The tone is confident and plain. It does not sound like a self-serve software product.
The public reading comes from the homepage and the 31 January 2025 press release. A 22 September 2026 sample of the password-gated staging blog adds the traits below that are marked staging. Strategus has not confirmed either reading. The staging host is not www.strategus.com.
## Voice attributes
```yaml
voice_attributes:
- trait: "Outcome-first"
guidance: "Name the buyer's KPI before the channel mix. Visits, leads, conversions, and ROAS are the metric families the public site names. Do not invent a figure."
evidence_status: observed
source: "https://www.strategus.com/"
- trait: "Partner, not platform"
guidance: "Write as a team the buyer can call. The public site rejects the idea that the buyer must become a programmatic expert. Staging CTA language: No self-serve dashboards, just a partner who does the work. Quote that sentence with the staging source."
evidence_status: observed
source: "https://strategus-dev.webflow.io/blog"
- trait: "Specific about the work"
guidance: "Name the step: onboarding, research, strategy, trafficking, daily optimization, or reporting. Do not hide the work inside a vague transformation."
evidence_status: observed
source: "https://www.strategus.com/"
- trait: "Plain"
guidance: "Short sentences. Concrete nouns. Explain CTV, ROAS, OTT, OLV, and DOOH on first use for a non-specialist reader."
evidence_status: observed
source: "https://www.strategus.com/"
- trait: "Accountable about proof"
guidance: "Keep dates, sources, and conditions next to any number, quote, or superlative. Label strategus-dev.webflow.io as staging."
evidence_status: observed
source: "https://www.strategus.com/"
- trait: "Contrast, then the operating point"
guidance: "Staging posts often set two poles and then pick the second: a campaign that runs versus one that improves, a cheap CPM versus useful frequency, a standalone line item versus a connected plan, access to inventory versus execution. You may quote a published contrast. Do not mint a new not-just sentence."
evidence_status: observed
source: "https://strategus-dev.webflow.io/blog/programmatic-campaign-optimization"
- trait: "Candor"
guidance: "Staging posts will say a budget is too thin, a KPI is undefined, or creative alone did not carry the result. Prefer that plain limit over a hype sentence."
evidence_status: observed
source: "https://strategus-dev.webflow.io/blog/how-to-think-about-your-ctv-budget"
- trait: "Named operators"
guidance: "Staging thought-leadership posts are bylined by Strategus operators (ad operations, analytics, planning, finance-adjacent operations). When you cite a post, keep the byline and the date. Do not invent a quote for a named person."
evidence_status: observed
source: "https://strategus-dev.webflow.io/blog"
- trait: "Checklist rhythm"
guidance: "Staging posts often move in phases or a short list: launch week, day 30, day 60, day 90, or a five-point planning check. Use that shape when explaining a process. Do not turn a checklist into a guaranteed timeline."
evidence_status: observed
source: "https://strategus-dev.webflow.io/blog/programmatic-campaign-optimization"
```
## Register and rhythm
- Use plain American English.
- Lead with the goal, then the plan, then how the result will be read.
- Prefer concrete nouns: screen, household, campaign, visit, lead, conversion, frequency, strategist.
- Use short sentence-case headlines except when reproducing a published line verbatim.
- The homepage line "One Partner. Every Screen. Proven Performance." may be quoted as published. Do not restyle it into a guarantee.
- Explain acronyms on first use: connected TV (CTV), over-the-top (OTT), online video (OLV), return on ad spend (ROAS), digital out-of-home (DOOH).
- Use a full stop or a colon instead of an em dash.
- Do not use exclamation points.
- When the source is the staging blog, say so in the same breath as the point.
## Preferred vocabulary
```yaml
prefer:
- "connected TV (CTV)"
- "one partner"
- "every screen"
- "the KPI you named"
- "strategy, team, and proof"
- "Blueprint™"
- "visits, leads, conversions, and ROAS"
- "managed service"
- "white-label"
- "brands and agencies"
- "in flight"
- "frequency"
- "attribution"
- "what should we do next"
- "connected plan"
- "partner who does the work"
- "paying for value"
avoid:
- "guaranteed ROAS" or any guaranteed result
- "the leading" or "#1" without a defined category, period, and source
- "largest suite of attribution" or any unsourced superlative
- "unlock"
- "seamless"
- "revolutionary" or "game-changing"
- "platform you log into" as the product description
- "set and forget"
- "vanity metric" as a slogan. Say which number is not the goal.
- "not just X" as a new construction. Quote a published contrast only when that sentence is the point.
```
## Writing patterns
### Offer
**Use:** "You bring the KPI. Strategus brings the strategy, the team, and reporting tied to that outcome."
**Avoid:** "Unlock seamless growth across every screen, guaranteed."
### Partner
**Use:** "No self-serve dashboards, just a partner who does the work." Quote it as staging CTA language and keep the staging URL.
**Avoid:** "Log in and run the campaign yourself."
### Proof
**Use:** "The homepage says reporting covers visits, leads, conversions, and ROAS. It does not publish a single ROAS figure for the company."
**Avoid:** "Clients average 8x ROAS."
### Candor
**Use:** "A thin national budget may not be enough for the frequency the plan needs. Narrow the market or change the investment before you call it a test."
**Avoid:** "Every budget works if the algorithm is smart enough."
### Partnership
**Use:** "Agencies can run the relationship. Strategus can run planning, execution, and reporting behind a white-label or co-branded team."
**Avoid:** "We replace your agency."
## Sources
- https://www.strategus.com/
- https://www.strategus.com/press/strategus-announces-majority-investment-from-private-equity-firm-civc-partners
- https://strategus-dev.webflow.io/blog (password-gated staging, 15-post sample, 2026-09-22, not the public site)
---
bcp_version: "1.1.1"
file_type: anti_ai
parent: https://registry.brandcontextprotocol.dev/strategus-a91c4e27/.well-known/brand.md
last_updated: 2026-09-22
---
# Anti-AI voice guardrails
Apply these brand-specific rules in addition to general editorial review. They are inferred from Strategus's public pages and have not been confirmed by Strategus.
```yaml
community_reference:
- url: "https://encodedbrands.ai/.well-known/brand/voice/anti-ai.md"
rationale: "Encoded Brands maintains a live baseline of common machine-written language patterns."
brand_additions:
- pattern: "In today's rapidly evolving CTV landscape"
type: opener
rationale: "Scene-setting delays the buyer's KPI."
- pattern: "unlock growth" or "unlock performance"
type: phrase
rationale: "Generic agency filler. Name the KPI and the work instead."
- pattern: "seamless omnichannel ecosystem"
type: phrase
rationale: "The site says everywhere is not a strategy. Name the channel and why it is in the plan."
- pattern: "revolutionary, game-changing, cutting-edge, future-proof"
type: phrase
rationale: "Unsupported novelty language is weaker than a sourced operating fact."
- pattern: "guaranteed ROAS" or "proven performance" used as a promise
type: claim
rationale: "Proven Performance is a homepage line, not a warranty. Do not attach a number."
- pattern: "the leading CTV agency" or "#1"
type: claim
rationale: "A ranking needs a category, period, method, and source. The press release's use of leading is not that source."
- pattern: "not just X, but Y" as a new sentence
type: structure
rationale: "A predictable model cadence. Quote the published homepage sentence about real goals only when the sentence is the point."
- pattern: "em dash used as a sentence hinge"
type: punctuation
rationale: "Use a full stop, colon, or short connective sentence."
- pattern: "Together, we can change everything"
type: closer
rationale: "End with the next operating step: the KPI, the plan, or the report the buyer will read."
- pattern: "largest suite of attribution" or "largest suite of customizable attribution"
type: claim
rationale: "A staging-blog superlative. It is not a ranking and it is not approved."
- pattern: "strategus-dev.webflow.io is the public site" or dropping the staging label
type: claim
rationale: "The Webflow host is password-gated staging. The public site is www.strategus.com."
- pattern: "set and forget" or "autopilot buying"
type: phrase
rationale: "Staging posts describe operators who explain what changed. Autopilot is the opposite posture."
- pattern: "250 percent" or "$200,000" without the staging caveat
type: claim
rationale: "Those figures exist only as caveated staging-blog examples. They are not approved results."
```
## Structural checks
- Do not open with a market essay when the buyer's goal is available.
- Do not stack CTV, AI, and performance in one sentence without a concrete subject.
- Do not turn Blueprint™ into a black-box promise. Use only the public description.
- Do not invent a client result, a quote, or a publisher endorsement.
- Do not convert a homepage statistic into an audited figure.
- Do not convert a staging-blog statistic into an audited figure, and do not drop the staging URL.
- Do not use an em dash.
- Do not use an exclamation point.