A young studio with an old-fashioned discipline.
We started NEWBOFA in 2025 to close the oldest gap in advertising: the one between a good idea and a good buy.
Built where the plan meets the placement.
NEWBOFA LTD was founded in Denver in 2025 by Bo Shao, out of a frustration shared by everyone who has ever briefed an agency and then watched the media buy go somewhere the idea never intended.
For years the pattern was the same: strategists handed the plan to media buyers, buyers optimised for the metrics in front of them, and the sharp positioning that started it all quietly eroded, click by click. We built NEWBOFA to refuse that hand-off. Planning, creative direction and placement sit at one table, accountable to one brief and one set of numbers.
We are deliberately a studio, not an agency conveyor belt. That means fewer clients, senior hands on every account, and the freedom to say no to spend that won't work. For the internet, IT and media companies we serve — where attention is expensive and competition is fierce — that discipline is the whole point.
Four things we won't compromise.
Plan before spend
No budget moves until the audience, the message and the measure are agreed. A plan you can defend beats a buy you can only explain.
Honest measurement
We report the numbers that matter, including the ones that didn't work. Optimism is not a strategy; evidence is.
Craft that carries
Editorial-grade thinking and art direction, because a placement only pays off if the work in it earns a second look.
Senior, all the way down
The people who plan your work are the people who run it. No junior hand-offs, no learning on your dime.
Directed by one accountable hand.
Bo Shao
Bo founded NEWBOFA LTD in 2025 to build the kind of studio he wanted to hire and rarely could — one where the strategist, the creative director and the media buyer are, functionally, the same conversation.
As Director he keeps every engagement anchored to its commercial goal, sitting close to the planning and the placement alike. His conviction is plain: media money is trust, and it should be spent as if it were the client's last dollar, not their first.
A short history, honestly told.
We're a new studio and we say so plainly. Here's the ground we've covered since day one.
The studio opens
NEWBOFA LTD is established in Denver, Colorado, with a single-brief model that keeps planning, creative direction and placement together from the outset.
First launches placed
Early engagements with internet and IT companies prove the thesis — concentrated, well-measured placement outperforming broader, looser spend.
The measurement stack matures
We standardise how every plan is instrumented and reported, so clients see the same honest read on performance, campaign after campaign.
Growing, deliberately
We take on a small number of new clients each quarter — enough to stay senior on every account, and selective about the work we're right for.