In this episode, Alexis Gossard, Senior Manager of Media Strategy at Bayer, discusses the critical role of creative in advertising, the signs of bad creative, and the importance of rigorous testing and strategy. She emphasizes the need for brands to stick to their essence and effectively engage their audience through well-executed creative. The conversation also highlights the collaboration between creative vision and execution, particularly in the digital landscape. Takeaways Creative is often ignored in the programmatic world. Bad creative is prevalent, and brands need to course correct. Understanding brand essence is crucial for effective creative. Creative must have a single, clear takeaway to resonate. Both content and context are important for creative effectiveness. Rigorous testing is essential before launching campaigns. Digital environments allow for more flexible A-B testing. Collaboration with partners helps translate creative vision into execution. Meaningful brand equity is necessary for effective advertising. Optimizing existing creative can lead to improved campaign performance. Chapters 00:00 The Importance of Creative in Advertising 03:00 Identifying Bad Creative 05:55 Creative Testing and Strategy 08:51 Bridging Creative Vision and Execution 11:57 Turning Bad Creative into Good Creative