by vicki | May 20, 2026 | Creative Strategy
Testing has become one of the most reliably cited best practices in digital advertising. Run A/B tests. Test your creative. Let the data decide. The advice is everywhere, and it is not wrong. The problem is what most brands actually do when they follow it. Most brands...
by vicki | May 13, 2026 | Creative Strategy
Most conversations about ad creative focus on aesthetics: what looks good, what feels on-brand, what the creative team is proud of. These are not irrelevant, but they are not the primary question. The primary question is what causes a specific person to stop, pay...
by vicki | May 6, 2026 | Creative Strategy
For most of the last decade, the primary battleground in paid advertising was audience targeting. Who you reached, how precisely you defined them, how well you structured your custom and lookalike audiences — this was where the strategic conversation was focused, and...
by vicki | Apr 29, 2026 | Paid Social Strategy
Ask most businesses how they manage their paid media and the answer will describe a series of separate operations. Meta is handled by one person or one agency. Google is handled by another. TikTok is being tested by a third. Each has its own brief, its own reporting...
by vicki | Apr 22, 2026 | Paid Social Strategy
The way most businesses structure their paid media reflects a historical accident more than a strategic logic. Social ads sit in one budget line. Search ads sit in another. They are often managed by different people, evaluated by different metrics, and treated as...
