Documentation
README
Ads Creative Development
A senior creative strategist's playbook for producing ad creative that performs.
Performance creative is a different discipline from brand creative. Brand work optimizes for memorability, emotional resonance, and distinctive identity. Performance creative optimizes for stopping the scroll, communicating value in three seconds, and producing a click. Both matter. Mixing them up costs money. Brand creative running as performance ads bleeds budget; performance creative running as brand ads erodes equity.
This is the opening of the README. Read the full README on GitHub.