01
Say the number out loud
Every recommendation comes with the cost, the expected return and the confidence we have in it. When a test fails, it goes in the weekly report in the same font size as the wins.
About
We started Wipeduck because we were tired of reading our own agency's reports.
In 2019, Nadia and Tom were running growth in-house at a DTC skincare brand spending ₹4.2 crore a month. Three agencies in four years, each one reporting a ROAS that never once appeared in the bank account.
So they built the agency they had been trying to hire: flat fees, blended targets agreed before launch, holdout tests run even when the result was inconvenient, and creators treated as a media supply chain rather than a PR line item.
Seven years later Wipeduck is 31 people across Mumbai, Bengaluru and Delhi NCR, managing ₹1,420 crore in cumulative spend. The average client relationship is 29 months. Both founders still sit in weekly account reviews.
Values
Four things we will not trade away for a renewal.
02
Creative is a media decision
The single biggest lever left in paid is what the ad looks like. Our creators, editors and buyers sit in the same review, argue over the same retention curves and share the same target.
03
Incrementality over attribution
We will run holdout tests that reduce our own billable spend. It has happened four times. We would rather be the agency that keeps the account for six years.
04
Operators, not account managers
Everyone client-facing has personally scaled an account or run a creator programme. No one at Wipeduck relays questions to a specialist you are not allowed to speak to.
The team
Everyone client-facing has run the thing they advise on.
No pyramid, no junior handover after the pitch. The people in the room on day one are the people in your account in month twelve.
Ananya Rane
Founder & CEO
Spent nine years buying media in-house before deciding agencies could be run by operators. Still pulls the Monday spend report herself.
Kabir Menon
Co-founder & Head of Creator Strategy
Negotiated his first usage-rights deal on a napkin and has been fixing other people's contracts ever since. Keeps a spreadsheet of every creator he has ever worked with.
Meera Iyer
VP, Paid Media
Runs the media pod like a trading desk. Believes most accounts are two structural decisions away from working.
Rohan Bhattacharya
Director of Analytics & Attribution
Former data scientist who joined marketing because the problems were harder. Will run a holdout test before he will run his mouth.
Ishita Kapoor
Head of Creative
Cuts hooks at 2am and defends them with data at 10am. Has a strong and correct opinion about the first 1.5 seconds.
Arjun Nair
Director of Influencer Operations
Has briefed over 3,000 creators and can tell within one call whether a partnership will produce. Answers Slack faster than anyone should.
Sneha Deshpande
Head of CRO
Landing pages, checkout flows and the unglamorous 40% of growth nobody puts in a case study. Except we do.
Vikram Sethi
Senior Paid Search Lead
Once found ₹3.2 Cr in annual waste inside a single Performance Max campaign. Has told the story approximately 400 times.
Tanvi Malhotra
Client Partner
The person who tells you the uncomfortable thing before it becomes an expensive thing. Ex-brand side, so she has been on your end of the call.
Aditya Rao
Head of Retail Media
Amazon, Walmart Connect and the strange arithmetic of TACoS. Reads listing reviews for fun, which we have decided not to question.
Recognition