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April 2 2025

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The creative strategist's Thanksgiving experience:

The creative strategist's Thanksgiving experience: Turkey, family, and a laptop "just in case." Spoiler: It was not just in case. #CreativeLife #BlackFriday #AlwaysOn #TurkeyAndRevisions

Here's my prediction 👇 In 12 months, the best-

Here's my prediction 👇 In 12 months, the best-performing creative teams won't be the ones churning out the most ads. They'll be the ones who actually know "what they're trying to say" and to "who". We've been operating backwards. We make 50 assets, throw them at the algorithm, and let the platform figure out our messaging strategy for us. But here's what's shifting: 👉Targeting is fragmenting. Your eco-conscious millennial and your budget-focused parent need fundamentally different messages not the same hook with a different background color. 👉Creative teams need time to define the message "before" they make the asset. Right now? They're drowning in production requests. "Give me 10 variations by Friday." There's no space to ask: what's the actual insight here? What problem are we solving? Who are we even talking to? 👉Strategists and creatives need to work together...early. The brief can't be "make it pop" or "test different hooks." It needs to be: "Here are three distinct audience tensions. Let's craft a specific message for each." The volume game trained us to optimize for speed. The future requires us to optimize for clarity. Because honestly? The algorithm can't save a confused message. It can only amplify what's already clear. The best creative teams I know are already pushing back. They're asking for context. They're demanding strategy sessions before production kicks off. They're protecting the time to think. That's not slowing down the process. That's making the process actually work.

Olaplex Sales Dropped 3.8% and the Stock Still Jum

Sorry for ghosting, been in the trenches prepping

Sorry for ghosting, been in the trenches prepping for THE WEEK! 💀 Black Friday/Cyber Monday is basically the Super Bowl for marketers and creatives, except instead of halftime, we just have more Slack notifications. My team has been absolutely shipping it: cranking out creatives, speed-running revisions, and sweet-talking clients into trusting the vision (you know the drill). Every year it feels impossible... and every year we somehow pull it off and live to tell the tale. So here's to this week! 🥂 May your conversion rates be sky-high, your CTRs be chef's kiss, and your ROI make finance actually smile at you for once. And most importantly, may your inbox survive the carnage. We got this. 🚀 #BlackFriday #CyberMonday #CreativeLife #MarketingChaos #RetailSeason

🖤 The Black Friday / Cyber Monday Alignment Mos

🖤 The Black Friday / Cyber Monday Alignment Most Brands Forget Every year, brands obsess over their paid ads, new hooks, flashy offers, endless creative testing… But then? Their email and organic social are telling a completely different story. Here’s the truth 👇 BFCM isn’t just about the ad strategy. It’s about the ecosystem. If your ad promises “Your Glow-Up Starts Here” but your email screams “Last Chance: 40% Off Everything,” you’re splitting attention not driving conversion. The most successful brands this season will: ✨ Build one consistent narrative across every channel 📧 Use email to reinforce urgency and deepen trust 📱 Use organic social to nurture and warm audiences 💰 Use paid ads to scale what’s already resonating Because when your creative, messaging, and timing align… You don’t just convert faster you build momentum that carries beyond BFCM. Your BFCM success doesn’t come from one perfect ad. It comes from every touchpoint saying the same thing in a way your audience feels.

🤖 Have We Gone Too Far With AI? The launch of

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