B2B website production company Craft&Crew has re-launched its media division as an autonomous entity called Media Propulsion Laboratory.

 The new company grew out of a small media and demand generation division its parent company established in 2014. Over the years, Craft&Crew Media (now Media Propulsion Laboratory) built up its own independent client base, which now includes digital media agency of record duties for Xplore and campaign work for Google Canada.

Craft&Crew chairman Dave Hale, who will also serve as CEO at Media Propulsion Laboratory, says the division grew by roughly 80% over the last three years.

“The crazy thing is that, with basically no intentional effort, our media business grew 300% during that same period of time,” he adds.

Media Propulsion Laboratory will position itself as a digital advertising consultancy that “brings soul to science” for considered purchase brands, helping them drive return on ad spend .

“Programmatic ad buying works, but not always.” says Media Propulsion laboratory director of strategy, Richard Marginson. “The more complex your sales process is, the more customized your approach needs to be.”

Marginson adds that Media Propulsion Laboratory leverages the same tools as everyone else but creates conversion rate optimization strategies, custom attribution models and deep technical integrations within multiple areas of its clients’ businesses to buy the right media – manually or programmatically – and build the most optimized demand funnel.

According to a study by Nielsen, the average return on ad spend across all industries is less than $3 for every dollar spent – Media Propulsion Laboratory’s goal is $20 for every dollar spent across its portfolio.