# Anthony Chiaravallo

Anthony Chiaravallo writes about B2B paid media, arguing for coordinated campaigns that combine focused ads, broader brand building, and specialist teams.

- Profile: https://b2binfluencer.marketing/creators/anthony-chiaravallo/
- LinkedIn: https://www.linkedin.com/in/anthonychiaravallo
- LinkedIn followers: 3,654
- Topics: paid-ads
- Based on 9 dated posts, latest 2026-10-09

## Summary

Useful for thinking through B2B paid media campaign structure, specialist team design, and reaching buyers beyond work channels.

- Best for: A B2B brand or agency rebuilding paid media around campaign structure, team scope, and channel mix.
- Not for: Campaigns needing verified results, packaged creator placements, or confirmed audience demographics.
- Check first: Ask for relevant case studies, audience demographics, and any sponsorship formats, rates, or deliverables.

### Takeaways

- Give each ad one clear job and let the campaign carry the brand story.
- Paid media is a system of complementary skills, not one overburdened marketer's task.
- B2B media should reach buyers outside work channels to build familiarity before purchase.

## Main ideas

- **Give each ad one job and let the campaign carry the story**: Chiaravallo argues that the most common creative mistake is stuffing a single ad with everything the brand wants to say. The list includes the brand story, tagline, product features, benefits, testimonials, awards, offer and call to action. Assembling them in one asset produces an ad that tries to say everything and communicates nothing. The fix is to decide what each piece of creative is for before production: one ad introduces who you are, another showcases the product, another builds trust through social proof, another highlights service and another presents the offer. Each is simple on its own; the campaign sequence does the storytelling. The reasoning rests on how audiences encounter advertising: people do not see a single ad but a campaign accumulating over time, so the set—not one hero asset—should carry the brand message.
- **Paid media is a system, not a channel, so it takes a specialist team**: Chiaravallo's stated misconception is that brands can run paid media themselves. The pattern they describe is a company hiring one marketing manager and expecting that person to cover content creation, campaign strategy, audience targeting, creative development, reporting, optimisation, attribution, analytics, conversion-rate optimisation and stakeholder communication. The argument is not that these people lack talent, but that the discipline has become too complex for one role. Chiaravallo lists the functions a high-performing programme draws on: strategic media leadership, ad operations, account direction and project management, paid search, paid social, programmatic, creative strategy, graphic design, conversion-rate optimisation, video editing, copywriting, analytics and user-generated content. They conclude that most brands cannot justify hiring the full set, so they spread a few people across every hat and then wonder why growth stalls. The principle: paid media is a system rather than a channel, and systems perform when the pieces work together.
- **B2B buyers are people for the other 16 hours of the day**: Chiaravallo opens with a deliberately controversial claim—that B2B buyers are human beings—and points out that most B2B media plans behave as if those buyers stop existing once they close their laptops. They accept that search, LinkedIn, trade publications, account-based marketing and industry media matter for reaching buyers in work mode, then ask what happens in the other sixteen hours of the day. Prospects listen to podcasts and music, watch how-to videos about golf or home improvement on YouTube, stream shows at night, read the news and follow creators on the same platforms everyone else uses. The recommendation is for B2B media strategies to increasingly resemble sophisticated consumer strategies: precision targeting combined with broader brand building across video, connected TV, audio, social, content and other upper-funnel channels. The aim is familiarity and mindshare, so that when a buyer is ready to purchase, the company is already among the brands they know and trust.

## Work to read

- [One ad shouldn't carry the whole brand](https://www.linkedin.com/posts/anthonychiaravallo_one-of-the-biggest-mistakes-i-see-brands-activity-7488590395673772033-Uu2-)
- [Paid media is a system, not a channel](https://www.linkedin.com/posts/anthonychiaravallo_one-of-the-biggest-misconceptions-in-paid-activity-7475186798667657217-UHTC)
- [B2B buyers are people for the other 16 hours too](https://www.linkedin.com/posts/anthonychiaravallo_im-going-to-say-something-controversial-activity-7512945761077112833-0EN8)

## Partnerships

Anthony Chiaravallo's posts do not describe a sponsorship offer, brand-deal format, rate card, or partnership inquiry route. All three posts offer commentary on paid-media practice: building a campaign from focused single-message ads rather than one overloaded creative, staffing paid media as a specialist system instead of one generalist, and reaching B2B buyers throughout the day, including through podcasts, streaming, video, and social beyond work-mode channels. For a brand planning a paid-media strategy engagement, there is no published deliverable list, package, or pricing to plan around; treat any collaboration as custom and scoped in conversation. Ask directly about deliverables, pricing, and partnership terms.

## Alternatives

- Sava Vacic: Consider Sava Vacic when the need is to produce creative, not plan media. The posts make the case for a full-time performance video editor working with AI: editing multiple short-form ad variations a week from UGC, raw footage, product clips, testimonials and voiceovers, then testing new hooks, angles, offers and formats across Meta, TikTok, Instagram and YouTube. The argument targets DTC ecommerce brands whose costs are eating into margins: US editors at around $500 a video, or a full-time salary that still fails to produce ads that sell, versus bringing one performance editor in-house at a fraction of the cost. If the problem is creative throughput and the unit economics of producing it, this is a closer match than a paid media plan.
- Nikita Ganzina: Consider Nikita Ganzina when the creative exists and looks good but is not converting, and the client wants the ad’s direct-response structure pulled apart. The posts distinguish editing that makes a video polished from editing that gives an ad a specific job: stop the scroll with a hook, introduce the problem quickly, make the product and its value obvious, establish trust, carry social proof, handle objections and finish with a clear reason to act. The advice gets specific: cut a beautiful opening shot that takes four seconds to reach the point, put a plain customer quote on screen because the proof matters more than the aesthetic, and make the edit feel native to the feed. A second post warns that cheap AI production and huge ad volume cannot substitute for the story, the first few seconds or the small decisions that make someone care. For a DTC brand spending serious money on paid social and unable to explain the gap between production quality and performance, this is the sharper lens.
- Emilis Karvelis: Consider Emilis Karvelis when the gap is capability rather than plan: the client needs to hire, onboard or develop a creative strategist, or wants a structured route for someone on the team to build that skill. The posts set out a three-step blueprint: learn the craft by studying advertising and buyer psychology, build a portfolio through audits, self-set ad projects and unpaid work, and get visible on LinkedIn. They then adapt it for an AI-powered creative strategist, urging daily reading, AI tools in the process and a profile that makes it easy for brands and agencies to approach. The posts can inform a recruitment need, a training plan or a role definition for a first creative strategist inside a small ecommerce team.

---
AI-assisted summary of public posts. Audience demographics are not available. Engagement appears only where we checked recent posts. Method: https://b2binfluencer.marketing/methodology/