EBJ INSIGHTS / EXPLORE A TOPIC

Creative

Ideas, messages and visual choices that give a campaign a clear point of view. A closer look at what to test and why.

Published guide

Is your ad creative tired—or is something else changing?

Diagnose declining performance through exposure, audience mix, offer changes and the customer journey before ordering another redesign.

THE CREATOR BRIEF

EBJ INSIGHTS ↗

Published guide

A creator-content brief that protects authenticity and clarity

Give creators enough direction to explain the offer without scripting an artificial testimonial or losing control of essential claims.

FORMAT FOLLOWS THE JOB

EBJ INSIGHTS ↗

Published guide

Static ads or video: choose the format the message needs

Use the communication task, production capacity and customer journey to decide which format deserves the next creative investment.

EARN THE NEXT SECOND

EBJ INSIGHTS ↗

Published guide

How to write a short-form video opening without empty hype

Build openings that make the subject clear, earn attention and lead naturally into a useful explanation.

CREATIVE MATRIX

EBJ INSIGHTS ↗

Published guide

Build an ad creative matrix that tests ideas, not colours

Turn one offer into distinct creative hypotheses with a matrix of customer problems, proof and formats.

TEST THE IDEA.

EBJ INSIGHTS ↗

Editorial preview

A creative test should answer a question.

A folder full of variations is not a testing plan. Start with a customer question, make a meaningful change and decide what the result will influence.