Ecommerce Playbook: Numbers, Struggles & Growth Inside CTC’s New Strategic Partnership: What's Next?
Jul 15, 2025
Discover how Common Thread Collective transformed from a small startup into a mission-driven agency connecting marketing to real financial results. Hear about their strategic partnership with Acacia and the exciting technology roadmap ahead. The conversation highlights the cultural shift towards prioritizing customer experience and shareholder value while navigating the challenges posed by the pandemic. This behind-the-scenes look at their journey promises insights into the future of ecommerce.
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Early CTC and Kalo Beginnings
- Taylor Holiday shares the early days of Common Thread Collective starting in a small office with minimal resources.
- They began as a consultancy while launching the Kalo silicone wedding ring brand simultaneously.
Agency as a Talent Engine
- Agencies are often seen as stepping stones rather than end goals for entrepreneurs.
- CTC initially viewed the agency as a talent incubator for their consumer brands opportunities.
Facebook Ads and Real Metrics
- CTC learned the power of Facebook advertising targeting from promoting Kalo rings to engaged and married people.
- They prioritized spending their own money, which focused efforts on real financial results instead of vanity metrics.