#creativeeffectiveness #creativetesting #ai #optimization #collaboration | Dragonfly AI

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The speed of creative is changing - fast. In our latest Game of Attention episode, Tom Newbury asks Ellie Farrugia and Mariely Rodriguez to unpack how brands can keep pace without losing creativity. Key takeaways: 1️⃣ Shorter shelf life. Campaigns once ran for months, now assets may need swapping weekly to avoid fatigue. 2️⃣ Test → learn → scale. Start with organic content, push winners into paid, and use AI tools to A/B test copy + visuals at scale. 3️⃣ Real-time feedback. Pulse checks + leading indicators (CTR, engagement) let brands pivot quickly when performance drops. 4️⃣ Fresh voices matter. Partnering with content creators brings speed, agility, and new ideas internal teams alone can’t match. 5️⃣ Balance speed with quality. AI accelerates production, but human teams ensure nuance, authenticity, and brand distinctiveness. Creativity at speed isn’t about working harder, it’s about working smarter. Listen here → https://lnkd.in/eBpdR6Mx #CreativeEffectiveness #CreativeTesting #AI #Optimization #Collaboration

Transcript

It's a known problem that creative right now is really difficult. Like I think in general, I remember when I used to run campaigns for like 6 to 8 weeks or maybe like not even longer, three months, you might run the same credit messaging. But the stuff we're doing now with our clients is we're swapping it out every two weeks because people are super fatigued of creative. So even every week, like I mean, for beauty products, it's like every week. And like even when we did, you know, we've run like Facebook, we run meta campaigns. There's like a full metric that you've got to be. Like AB testing different audiences with different creative and like you would always have that as a normal metric, like, you know, you'd have retargeting people with these ads, but now it's like a full entire funnel of changing the messaging all the time, changing the copy. I mean, it's quite, I think it's quite difficult for businesses at the moment to see returns on creative. Follow us on LinkedIn to stay ahead of the latest in creative effectiveness.

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