Hey there,

In the last email, we discussed how creatives are the new ad targeting.

And if that’s true — you need to acknowledge something fundamental: your media performance is entirely dependent on creative. Your designers and UGC creators are closer to the revenue function than they’ve ever been.

And you might be surprised to know that the creators on your team want detailed feedback on what’s working and what isn’t. 

But they need to receive that feedback in a language they can understand.

What they aren’t going to understand: your media buying spreadsheets.

You live in Ads Manager and Excel, they live in Adobe and Figma. It’s classic right brain vs left brain, creative vs analytical.

That’s why you need a translator. A way to connect the data to the content.

Part of this is a process problem, but part of it is a people problem too.

On the process side, your applicant pool is the same folks I touched on in my last email:

1. Ads Manager
2. Spreadsheets
3. Motion

On the people side, here is your applicant pool:

1. A data-minded creative: A designer who wants to understand the “why” behind their design by digging into the data
2. A creative-minded marketer: A marketer who wants to take their creative analysis one step further by kickstarting the creative ideation process
3. A creative strategist: A person who lives between the creative team and media buyers and exists to answer two questions: “What do we do next, and how do we do it?”

But here’s the secret — in filling the need for a “translator,” all of these people are acting as a creative strategist.

In 10 days, I’ll tell you why this has become the fastest-growing job in performance marketing and share some stories from some of the top creative strategists out there. Or, if you want to get the content sooner - send a quick reply and I'll put you in our express track.

Reza Khadjavi

Founder & CEO | Motion

reza.khadjavi@motionapp.com

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