01
The brief
The story
Meta faced Congressional scrutiny over platform safety, multi-billion-dollar AI investments that needed buy-in, and platform changes that unsettled advertisers, all at once.
The angle
Credibility comes from precision: acknowledge what’s true, explain what’s complex and never promise more than the product can do.
The reporting
We prepared CEO testimony, built rapid-response protocols, translated AI infrastructure for investors and wrote guidance for advertisers through privacy changes.
The impact
Consistent, defensible messaging across legal, policy and business teams through a period of intense regulatory and media pressure.
70,000+
Employees reached by internal communications during testimony
02
Under oath
We advised on CEO testimony before Senate committees, building message frameworks and rapid-response protocols for emotionally charged hearings.
- Talking points on safety practices, resourcing and metrics that held up under aggressive questioning.
- Responses to investigative reports that acknowledged real issues while explaining moderation at the scale of billions of daily interactions.
- One consistent narrative across legal, policy and communications as lawsuits, oversight and investigations unfolded at the same time.
- Guidance on working with investigative journalists, balancing transparency with legal exposure.
- Internal communications for 70,000+ employees watching the testimony live.
03
Explaining the AI build-out
Data centers and compute capacity are hard to picture. We connected Meta’s AI infrastructure spending to things investors and partners could see: better recommendations, real-time processing and stronger products.
- Investor frameworks linking global data center expansion to AI training and recommendation capabilities.
- Board and investor briefings that tied capital spending to strategic position.
- Competitive positioning that was confident without inviting regulatory scrutiny.
- Sales enablement on what AI could and couldn’t do, so no one over-promised.
04
Advertisers through change
When iOS privacy changes and algorithm updates reshaped digital advertising, we turned technical shifts into plain guidance on attribution, targeting and budgets.
- Campaigns explaining major platform updates to each advertiser segment.
- Content that positioned Meta as a partner through privacy and regulatory change.
- Messaging that acknowledged frustration while explaining changes that couldn’t be reversed.
- Explanations of machine learning and privacy-preserving measurement for marketers without technical backgrounds.
