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April 2 2025

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🖤 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

🎃 Agency season is officially spooky. Forget h

🎃 Agency season is officially spooky. Forget haunted houses...try surviving: 👻 Clients asking if one ad can “just go viral” 🧛 Meta dashboards possessed by last year’s data 🪄 Creative briefs stitched together like Frankenstein 🪞 Feedback loops that never die 💀 Pixels ghosting you right before Black Friday At this point, we’re not scared of ghosts…we’re scared of *last-minute revisions.* 👀 Happy Halloween to all the brave souls still refreshing Ads Manager at midnight. 💻🕯️ #AgencyLife #CreativeStrategy #HalloweenMarketing #DTC #PerformanceCreative

🧠 Meta’s Creative Similarity Score Just Chang

🧠 Meta’s Creative Similarity Score Just Changed the Rules for Advertisers If you’ve been relying on “tiny tweaks” to test your ads on Meta… it’s time to rethink your entire creative strategy. Meta’s new Creative Similarity Score groups ads that are too visually alike and treats them as the same creative. That means your old playbook of testing slight color shifts, new hooks, or layout tweaks? It won’t cut it anymore. Here’s what this really means for advertisers 👇 1️⃣ Superficial iteration is dead. Meta now identifies when you’re just making cosmetic changes same concept, same vibe and lumps those ads together. No more “micro tests” that trick the algorithm into thinking you’re running fresh creative. 2️⃣ Creative fatigue just got real. If one ad in the group performs poorly, it drags the rest down with it. Repetitive creative = repetitive audiences = rising CPMs and weaker engagement. 3️⃣ Originality is your new performance lever. Winning now means developing net-new creative concepts, new storylines, formats, aesthetics, and messaging. The algorithm is rewarding brands who diversify their creative, not duplicate it. 4️⃣ Strategy > Variations. This is a shift from “how many variations can we test?” to “how many perspectives can we tell this story from?” The takeaway: Meta is pushing advertisers to do what we *should* have been doing all along creating distinct, high-impact ideas that truly speak to different audiences. If your creative team isn’t building from new concepts not just new colors you’re about to fall behind.

Last week, I had the opportunity to attend the Fox

Last week, I had the opportunity to attend the Foxwell Founder Meetup in Skamania, WA, where over 50 of us from the community came together to talk all things creative, media buying, BFCM, and beyond. It’s wild to think that after so many years in this industry, this was the first time I met some of these incredible people face-to-face. We’ve shared countless conversations online, collaborated through screens, and built genuine relationships virtually, but meeting in person was truly something special. What stood out to me most wasn’t the tactics or strategies (though those were incredible), but the human connection. Hearing everyone’s stories, their challenges, their wins, their questions, was deeply inspiring.

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