New World Visions
Ratsey & Lapthorn
The 235-year-old startup
Brand Growth & Performance Marketing · Proposal · June 2026
A note before the details

It was a pleasure connecting in Monaco. It is rare to meet a brand with genuine history behind it, and rarer still for that history to be this good.

The world's oldest bag maker. 235 years of craft. The original tote. A lifetime guarantee you can actually stand behind. Most brands invent a story. You have one. What follows is how we turn it into sales.

How we think

We are artists.
And we are math.

Most agencies sell you content and hope it works. We are creatives, but we are algorithm driven. Every asset we make is a test. Every dollar of ad spend is a measurement. The system does not guess at your buyer, it finds them with data and then concentrates spend on exactly what converts.

So before we talk about cost, here is the equation this whole engagement runs on.

The input
Your archive +
a small ramped budget

We start from the content you already own and a test budget that begins around $200 in week one and scales with performance, never a lump sum upfront.

The engine
44 assets a month,
tested live

16 videos and 28 statics a month, run as ads against your real audience. The data tells us what converts.

The output
Your buyer found,
cost per sale down

Within 90 days: a proven audience, winning creative, a falling cost per result, and a library that compounds.

What we see

The foundation
is exceptional.

R&L is sitting on three things most brands would trade everything for: a heritage no competitor can replicate, a product whose construction rivals Hermès, and a US market that already over-indexes as your strongest territory.

The gap is not the product or the story. It is distribution and consistency. The library leans heavily on photography with very little short-form video, and there is no engine putting the brand in front of the right buyer on repeat.

That is exactly the gap we close.

Our approach

Three principles
guide the launch.

1

Repurpose before we produce

You already own high-quality content that is not working hard enough. Before spending a penny on new shoots, we build a content engine from what exists. The launch stays lean and the market tells us what converts first.

2

Heritage as credibility, not the pitch

The sailmaking story is not the product. It is the proof. When customers trust your sails to hold in the middle of the ocean, the quality of the bag speaks for itself. We position the heritage to earn trust, and let the bags do the selling.

3

Find the buyer, then scale

We identify your ideal customer quickly and cheaply, then concentrate spend on what wins. The first phase is about data. Everything after is about scale.

The plan · 90 days

How we convert,
week by week.

The first month is built entirely around one thing: finding the buyer who converts. Then we scale.

Month 1Find the buyer
Week 1
Onboarding & build. Team stood up, ad account and tracking live, your library audited into a content vault, positioning and ideal customer profile locked. First creative into production.
Week 2
First assets live. The opening batch launches against a small test budget (about $200 this week). Multiple audiences and angles testing at once. Data starts flowing.
Week 3
Read and react. Kill what is not working, build the next batch around the early signals. Spend steps up only where attention is real.
Week 4
First winners. A clear read on which audience and message converts. Spend begins scaling on what works, not on guesses.
Month 2Dial in conversion
Weeks 5–6
Scale winners. Pour budget into the proven creative, retire fatigue, expand the angles that work. Cost per result starts dropping.
Weeks 7–8
Layer retargeting. Warm audiences and retargeting added, social reinforcing every ad-driven visit so no interested buyer slips away. Cost per sale keeps falling.
Month 3Scale what works
Weeks 9–10
Push the proven. Budget behind validated winners. The library is now roughly 90 assets deep with real performance data behind it.
Weeks 11–12
Lock the playbook. A predictable cost per result and a repeatable engine. Ready to scale spend deliberately and open the partnership conversation.
The growth model

Spend is a ramp,
not a lump sum.

You are not dropping $5,000 into the ad account on day one. Spend is funded as it runs and paced daily against performance. We start lean while we find the buyer, then scale into it. If winning creative pops early, spend can climb to $5,000 a month or beyond quickly. If it takes longer, it stays lean. Either way you are never wiring a lump sum ahead of the proof.

Ad spend ramp · per week
Illustrative pacing. Begins near $200 in week one and scales with results. It can ramp faster than shown if winners appear early.
$200$800$1200$1300W1W2W3W4W5W6W7W8W9W10W11W12
Month 1 · find the buyerMonth 2 · winners emergeMonth 3 · scale
Paced daily
Funded as it runs, not deposited in a lump sum. Spend scales up as results come in.
~90
Assets produced and tested across 3 months, each one a data point.
↓ CPA
Cost per result trends down every cycle as winners are found and fatigue is retired.

Figures are illustrative projections, not guarantees. R&L sits in a premium price band, so cost per purchase and return both run higher than a typical product. The first phase buys clarity on your buyer, so every pound spent afterward works harder.

What runs the engine

The system.

One connected machine. Every part feeds the next.

The brainStrategy & Blueprint
Ongoing direction. We refine the customer profile, sharpen positioning, set conversion goals, and decide what gets built each month and why, always off live data.
The fuelCreative Production
16 short-form videos + 28 statics per month (44 assets), cut from your library and new footage, built for social and paid, with hooks designed to convert.
The engineAdvertising & Performance
Full Meta management: campaign structure, systematic creative testing, budget optimization, ideal-customer discovery, clear monthly reporting.
The heartbeatSocial & Community
Scheduling, posting, stories, and community management, so every customer who lands from an ad finds a credible, active brand.
The haloPR & Publications
Direct relationships across major fashion and press publications and genuine runway access. Authority that makes everything else convert harder.
The investment

Two simple
numbers.

We keep it clean. A one-time onboarding to build the foundation and stand up your team, then a flat monthly engine. That is it.

Step 1 · Onboarding$5,000one-time
We do this onceThe build
Hire and stand up your dedicated team, set up the ad account and tracking, audit your library into a content vault, lock the positioning and ideal customer profile, and launch.
Step 2 · Monthly Engine$8,500per month
Every monthThe full system
Strategy, 44 assets, full Meta advertising, social and community, and PR. The whole machine, run for you, improving every cycle.
Onboarding (one-time, step 1)$5,000
Monthly engine$8,500 / mo
Ad spend (paid to Meta, ramped)~$200/wk → ~$5K/mo
Month one$13,500
Every month after$8,500 / mo

Onboarding is a one-time foundation cost, separate from the monthly. Ad spend is yours, paid directly to Meta, and ramps from roughly $200 in week one. You are never funding ahead of the proof.

The roadmap beyond launch

Where this
goes.

+

On-location production

Dedicated shoots to expand the library and capture the brand in everyday and city environments. Your Nantucket event and the Paris window this summer are ideal, available as add-on projects.

Performance partnership

Once the engine produces consistent, measurable revenue, we move from a flat monthly toward a revenue or equity-share model. We grow when you grow. This is how we partner with the brands we believe in most.

Why New World Visions

We own
the whole loop.

Most agencies own one slice. A photographer hands you files. An ad agency spends against assets it did not make. A social agency posts and hopes. Each owns a fragment, and when results stall, each points at the others.

We own all of it: strategy, create, amplify, measure, improve, repeat. Because we make the content and run the ads against it, we feed what converts straight back into the next round. You are not hiring four vendors who blame each other. You are plugging in one creative and growth team that runs as a single, measurable system.

Published in Vogue · Elle · Harper's Bazaar  ·  Official media for Art Hearts Fashion at New York Fashion Week

What happens next
This week
Review with your team. Walk this through with Rebecca and Argan.
Early next week
We reconnect. A short call to walk through it together and answer anything outstanding.
On approval
We begin. Onboarding starts immediately and the engine is live within weeks.
We're excited
about this one.

Let's build it.

New World Visions · newworldvisions.com