"The creative is your targeting."
Her one-line thesis for why creative diversity is the lever that unlocks new audiences under Meta's current algorithm.
"We cannot carry the same SOPs from 2025 into 2026."
On why she rebuilt all of Creative Milkshake's processes at the end of 2025 in response to AI and Meta algorithm shifts.
"Everyone just kind of realized the importance of hiring a creative strategist."
Her biggest 2025 observation — brands realizing they need centralized creative intelligence bridging media spend and production.
"People will buy the same things for completely different reasons."
The core consumer-psychology argument for why creative diversification unlocks new audiences.
"Think of the hook as the ear stopper."
Her reframe of the hook from visual scroll-stopper to audio-first attention trigger — the core of her sound-first approach.
"Creating videos with bespoke sound can lower CPAs by up to 50%."
Her agency's internal finding on the performance impact of building ads sound-first on Meta and TikTok.
"Traditional UGC… is slowly dying. What is working now is content that blends into the discovery feeds."
Her prediction that influencer-mimicking UGC is over and native, discovery-feed-style content is the future.
"The more prevalent that AI content becomes, the more we are going to crave the real, the human, the authentic."
Her counter-intuitive take that as AI saturates feeds, the premium on authentic human storytelling goes up, not down.
"You're not going to be replaced by AI — you're going to be replaced by people that know how to use AI really well."
Her framing for creative strategists worried about AI job displacement.
"Treat the machine as a co-pilot, never the boss."
Advice to creative team members on positioning themselves above AI agents in the workflow.
"It's just a commercial. But because it is done in the language of the platform… it feels authentic."
Puncturing the 'authenticity' debate around AI avatars — all paid-social UGC is already scripted commercial work.
"Every ad creative is a hypothesis that needs to be tested."
Her foundational principle for structuring creative production as experimentation, not one-off output.
"An idea is only as great as its execution."
Why she focuses her training and operational work on production systems rather than pure ideation.
"No amount of good ads or media buying can fix a product market fit or a bad offer."
When diagnosing low ROAS, her first move is to question the business model, not the creative.
"If you had to go all in on one creative format, bet on short-form vertical content."
Her 2025 recommendation for teams with limited resources who can only master one format.
