Creative & Production

Testing Creative Variables One at a Time

Creative testing fails for a structural reason more often than a creative one. When four things change between two assets, the result tells you that one combination beat another, but…

Ad Concepts That Survive Platform Policy Review

Creative that is rejected at launch costs a day of delivery and, more importantly, a day of learning. Most rejections come from a small number of recurring issues, all of…

A Static-to-Motion Production Ladder for Small Media Teams

Small media teams rarely have the budget for full video production on every concept. A production ladder, in which each rung costs more than the last, lets a team test…

Writing Ad Copy for Four Languages Without Losing the Offer

Translating ad copy word for word produces text that is grammatically correct and commercially flat. The offer survives the translation, but the reason to click does not. Producing copy for…