Motion logo on a black background with a subtle sound effect.
Dara Denney: Uh, guys, welcome to the fourth annual Creative Strategy Summit.
Slide with a video of Dara Denney in the top left corner. The slide title is "The Creative Strategy Summit" inside a black box, followed by "the new creative strategist playbook". At the bottom is the Dara Denney logo and name.
Dara Denney: I have actually spoken at this every single year for the last four years. And it's such an honor, but I'm gonna keep it so real with you guys. This is probably one of the hardest years that I've personally had as a creative strategist. I've been making ads for over 10 years and this year, I've never felt more imposter syndrome than I've had because the industry just seems to be moving at such a rapid pace. So if you've also felt this way, I really cannot emphasize that you are not alone.
Slide with a chart showing four yellow circles of increasing size. The text "expectation of creative strategists" is on the left. The circles are labeled "2023", "2024", and "2025" from smallest to largest, with the largest circle being partially off-screen.
Dara Denney: Something that I've noticed every single year is that since this role has um been adopted onto growth teams, the expectations have grown bigger and bigger and bigger. And it's so ironic, right? Because this role didn't even really exist on growth teams a few years ago.
Slide showing a white book with a yellow highlighted word on the cover. The title is "The Creative Strategist's New Playbook".
Dara Denney: So, today, we're gonna talk about the creative strategist's new playbook, right? And I'm gonna give you a spoiler alert. This is not some AI mic drop, brand new methodology moment. Um, although it would probably be a lot more popular if I did. But this year has really been about returning back to the basics to me and honestly stepping back from a lot of the noise.
Slide with the question "which ad performed best?". Below are two options, A and B. Option A is a static image grid showing nine different colors of "Award-Winning Linen Sheets". Option B is a video montage showing various people making their beds with colorful sheets, some featuring pets. On-screen text in the video reads "POV: you found the best place to get colorful sheets."
Dara Denney: Um, now if you guys have seen me speak before, you know that I love to do a little ad challenge. So, I am showing you some ads from a client of mine and I want you to guess which ad you think performed best. A or B. These are pretty different, but I want to see in the chat which one you think performed best. I see a few Bs, a few As. Maybe a little bit more on the B side. Interesting. And I will say too, when I say performed best, we are talking about revenue. We are talking about that performance. A for sure. Feel like we're leaning a little bit more on the B side.
The same slide, but now a red box is drawn around options A and B.
Dara Denney: So, I'm gonna give you guys a spoiler alert. When I was reviewing my last 90 days motion report, these two ads actually had the exact same amount of spend.
The same slide, but now a large red arrow points from the left to option B.
Dara Denney: However, B was actually the one that was launched just a few weeks ago. So, if you said B, you're you're in good company.
Slide with a photo of Dara Denney on a beach on the left. On the right, text reads "I'm Dara, great to meet you 😊" followed by logos of various companies including Condé Nast, Laura Geller, Wandering Bear Coffee, Nuts.com, Daily Harvest, The Perfect Jean NYC, Hubble, The Black Tux, Upside, Stasher, and ISSA.
Dara Denney: Uh, so for those of you that don't know me, my name is Dara and I am so, so excited to meet you. I have had the honor of working with so many amazing brands in my career. Um, also, this picture of me is in California. I'm also in LA right now. I am a New Yorker. So, I have seen a lot of you guys in New York, um, and in Brooklyn in particular and you guys have a special space in my heart.
Slide with the text "Today, I have 3 jobs..."
Dara Denney: Now, I always like to say that these days, I have three jobs.
Slide with the text "1. partner, ad agency". Below is a photo of Dara and a man sitting at a table with microphones and laptops. To the right is the logo for "POINT GUARD".
Dara Denney: Um, number one, this is actually pretty new. Um, I recently partnered up with a small boutique agency with my business partner and really good friend, Miguel, um, so that I can work with a range of brands again. This is something that I really, really love doing. Um, we have amazing clients and I actually think we have room for one more brand for the rest of the year. So if you are interested in getting us to look at your performance creative or your media buying, be sure to reach out, um, because we'd love to do an audit for you.
Slide with the text "2. content creator". Below is a screenshot of a YouTube video by Dara Denney titled "I tested over 1000 ads. Here are the hooks ACTUALLY making MONEY". The video has 106k subscribers.
Dara Denney: Now, I'm also a content creator. I actually spent so much time, um, making content this year and, you know, it is my number one passion to provide education to creative strategists and that's exactly what I do on my YouTube channel. I just hit 100k this year. I'm pretty proud of that. Um, but it's honestly a testament to you guys and to this community. I really, really cannot thank you enough.
Slide with the text "3. chief evangelist @ motion". Below is a screenshot of the Motion app's "Concept Comparison" report. To the right is the Motion logo.
Dara Denney: Um, and like Evan said, I'm chief evangelist at Motion. Um, I've been working with Motion since the beginning and they are real champions of this role and, um, it's just such an obvious partnership for me and I really love everyone at that team.
Slide with three doodles: a yellow squiggle, the number "2025", a pink disco ball, and a line drawing of a woman holding a brain with a paint palette.
Dara Denney: Um, like I said, guys, who else felt like 2025 was such a funky year for creative strategy for performance? Um, it's rough out there.
Slide with a yellow rounded rectangle labeled "creative strategist" being clicked by a cursor. A black arrow points down to the text "expectation: make ads that convert".
Dara Denney: I always hear, and I think I might have heard it a little bit on the previous panel, you know, the expectation that people have of creative strategists is to make ads that convert.
The same slide, but the text below the arrow has changed to a long list: "reality: research, analyze data, manage projects, copywriting, storytelling, psychology, production, roadmap gatekeeper".
Dara Denney: Um, but the reality of what this actually looks like is so much more involved, right?
Screenshot of a LinkedIn message titled "Hiring a creative strategist". The message asks for referrals for a senior creative strategist position.
Dara Denney: Um, I get asked multiple times a week, hey, do you know of a great creative strategist? Do you know of someone that can help, um, our campaigns? And the ironic, the like, it's ironic because there's so much potential, uh, with this career and there's so many people that need it.
Screenshot of a text message exchange. The blue bubble says "What's going on with the new cs hire?". The gray bubble replies "They just don't get it."
Dara Denney: But I also think there's a lot of, um, dissatisfaction with creative strategists. And if you've ever hired a creative strategist, it's one of the high like hardest roles to hire for.
Slide titled "today's agenda". The points are "THE NEW CREATIVE STRATEGY PLAYBOOK" and "ADS & LESSONS LEARNED 2025". To the right are icons of a hashtag, a thumbs up, and a megaphone.
Dara Denney: Um, so something that I really want to talk about today is this new creative strategy playbook. And like I said, this isn't some new methodology. This is actually more of a testament to what it actually takes to succeed in this role and how teams need to make sure they are setting up, um, their creative strategists for success because I think that it's only gonna get wilder in 2026. Um, and then we're gonna jam on some more ads because honestly, I just want to hang out and talk about some cool ads with you guys. So that's how we're gonna end today.
Slide with a yellow rounded rectangle labeled "the new playbook" being clicked by a cursor.
Dara Denney: So, let's dive into this.
Slide titled "The Creative Strategist Curriculum" listing 12 points for a curriculum.
Dara Denney: Now, something that I am really passionate about is providing the right type of training to creative strategists. And something that I am revamping right now for my own team is this curriculum. You need to make sure that you are training your creative strategists up on every single one of these 12 points, right?
The same curriculum slide, but with a red arrow pointing to point #2, "Consumer Psychology". A green table pops out listing various human needs like "Power", "Independence", "Curiosity", etc.
Dara Denney: Um, Cody mentioned earlier, you know, you need to train them up on consumer psychology. You need to make sure that they understand key human desires and motivators and and how people are actually motivated to take action and ultimately purchase.
The same curriculum slide, but with a red arrow pointing to point #7, "Formats That Convert". A collage of different ad formats appears on the right.
Dara Denney: You also need to make sure that they are well versed in upcoming and traditional formats. Creative diversity and variety is one of the biggest, um, factors in performance right now and something like that is really, really important.
The same curriculum slide, but with a red arrow pointing to and highlighting point #9, "Creative Lifecycle: project management, briefing, roadmapping & keeping velocity high".
Dara Denney: Another thing too that I know the previous panel hit on as well is this idea of project management and the creative, um, project life cycle.
Slide titled "The Creative Project Lifecycle" showing a detailed Gantt chart.
Dara Denney: Now, if you're a creative strategist, you know that it takes hundreds of decisions to actually make an ad creative, right? And if you're looking at this and you're like, I can't see these, that's the point. There are so many decisions it takes to make a creative. Um, it's really hard to calculate, right?
Slide titled "The Creative Strategist Process" showing a zoomed-in portion of the Gantt chart with a red arrow pointing to the "Planning & Research" phase.
Dara Denney: So let's zoom in on one of these, right? So, this is the part of the process where you're onboarding and you're starting to get familiarized with a brand or a client or a product.
Slide titled "The Research Process" showing a table with columns for "Segment", "Overview", and "Tools". The table lists various research activities like "Reputation Analysis", "Social Media / Platform Analysis", "Business Analysis", etc.
Dara Denney: Um, let's zoom in on research, right? Because what's funny is when I had developed this process before, I had research as a single line item. But the ironic thing is is that this is actually what I meant by research. These are all of the points that you need to be researching to actually formulate a long-term in-depth creative strategy. Things like a reputation analysis, things like actual business metrics, um, customer review mining.
Slide showing a decision tree diagram with a green circle at the top, branching to three red circles, then to six yellow circles, and finally to eight beige circles.
Dara Denney: And what this really showed me is that there are so many hidden expectations of creative strategists that sometimes it we will say something like, hey, go out and do research and really that is a seven-step, eight-hour long process that is not being accounted for, which is why our creative strategy teams are really struggling.
Slide titled "Our Old Performance Creative Team" showing an org chart. "Creative Strategist" is at the top, branching to "Video Editor" and "Designer". A bridge icon connects this group to a box labeled "Growth Team".
Dara Denney: Something that I hear all the time is, oh, the creative strategist is the growth or is the bridge for the growth team, right?
The same slide, but with a large red X over the bridge icon.
Dara Denney: Um, I'm saying in 2026, no more. Like, this is not the best way for us to succeed anymore.
Slide titled "The Ideal Performance Creative Team" showing a new org chart. "Creative Strategy Lead" is at the top, branching to "Creative Project Manager" and "Creative Strategist". "Creative Project Manager" branches to "Video Editor" and "Designer". "Creative Strategist" branches to "In-house Creator".
Dara Denney: I think that the ideal best performance creative teams now are gonna look a little bit more like this. And it is very much in response to how much work and process actually goes into making ad creative.
The same slide, but the "Creative Strategy Lead" and "Creative Project Manager" boxes are highlighted in pink.
Dara Denney: Um, let's go through these one by one. And if you're freaking out and you're like, oh my god, I'm a creative strategy team of one or I'm a founder and I have one creative strategist, how can I expect to have a six-person team? This is not the expectation that you need to have all of these, but you do need to make sure that someone is owning these different parts of the process. And I see Jaden there being like, thank you for affirming. Yes, this job is so hard. But when you are able to step back and say, hey, you need someone who's a creative strategy lead who's gonna set the standard, who's gonna be able to look at ad creative and say, this is a good ad, this is a piece of shit ad. You need someone to do that. Sometimes that's gonna be the founder in the early days. But if you don't have someone that's owning that taste, it's going to be a struggle. Another really important part of this process, right, is you need someone to actually manage and develop this creative process. This is honestly my weakness. This is something that I am not very good at. Um, and I would venture to say that a lot of creatives maybe don't flourish as much in this. Um, but if you are developing 20 to 30 or more ads per week, it is vital that you have someone that is managing this process, right?
The same slide, but the "In-house Creator" box is highlighted in pink.
Dara Denney: Next one, in-house creator. I think that every single brand needs to start bringing in-house creators into this creative strategy process. These people are going to represent the brand as a user or persona. They might be doing a little bit of organic content, but being able to have this type of role and being able to spin off and make creative on the fly has honestly been a massive, massive unlock.
The same slide, but now it's titled "when you scale" and the "Creative Project Manager" and "In-house Creator" boxes are highlighted in blue.
Dara Denney: Now, when you start to scale as a brand, right, in order to increase that volume, you're gonna be able to add new in-house creators, maybe to represent a different persona, um, new video editors to supply this volume. And, um, maybe if you're agency side, you're even, um, dividing off your creative project manager into a post-production manager so that they're managing video editors and designers. Um, and then you have another creative project manager to manage more of the creative strategist and that workflow. And you can also add more creative strategists.
Slide titled "Monday- Creative Workflow (monthly)" showing a timeline with different colored blocks for stages like "Not Started", "Concept Ideation", "Scripting", "Sourcing", "Editing 1", "Launched", etc.
Dara Denney: But, guys, this process is no joke. And I cannot emphasize that nine out of 10 times when I talk with brands and I talk with agencies and they think it's something about the creative strategist or the creative strategist isn't doing the right work, it's actually a failure of process.
Slide with the text "Why is this important?"
Dara Denney: And I cannot emphasize enough why this is so important now.
Slide showing a collage of YouTube video thumbnails, all with titles related to "Facebook Ads Andromeda Update".
Dara Denney: Um, maybe some people in the room have heard of a little thing called Andromeda, the new Facebook ad algorithm that everyone seems to be talking about right now.
Slide showing silhouettes of people grouped by color: green, red, pink, blue, yellow, and brown.
Dara Denney: Um, part of the reason why this is so important and it's so important to have your process dialed in now is because this algorithm actually targets people based on their unique personas.
The same slide, but with small images of ads layered over the colored silhouette groups.
Dara Denney: So the algorithm is grouping people into individual groups. Um, and the way that you are going to really be able to succeed now with your creative strategy is by creating unique creative ecosystems with creative diversity for each of these unique personas, which means that the volume, the demand for creative strategists is going to be even bigger. So, if you are a creative leader, um, and you've thought at any point like, oh, I just don't know if my creative strategists are getting it this year. I implore you to take a look at your training and see if you're actually supporting these people in the right way. I implore you to look at your process and your team and make sure that you've actually identified the that the people who are owning these key parts of your process, right?
Slide showing a diagram of interconnected gears.
Dara Denney: Um, let's change gears a little bit, right? I'm gonna get off my soapbox of of this process thing because I actually just like really want to jam on ads with you guys for for the rest of this.
Slide with the question "which ad performed best?". Below is a single video labeled "B" showing the same montage of people making beds as before.
Dara Denney: Um, let's go back to this piece of creative, right? Um, I'm not gonna lie when my team first showed this to me, um, my amazing team at PGM, they created this. I was like, listen, I I don't know about this. Like, I I want more storytelling. I I want to get a creator in there. Um, but they did so much research in order to get to here. Um, and it was really, really impressive, um, the choices that we made to come to this winning creative, right? Um, number one, uh, when we were looking through our, um, reputation analysis, specifically on Reddit, we saw that people were calling out colorful bedding and colorful sheets. They weren't using like Instagram cool girl language like aesthetic and like, you know, whatever, like they're saying. Like, they were just using straight to the point language and we were like, okay, cool. Like, let's try that.
Slide titled "awareness levels" showing a table with columns for "Stage", "User Journey", "Market", and "Formats". A red arrow labeled "previous ads" points to the "4. Product Aware" row.
Dara Denney: Um, another thing too is like when we were looking at the makeup of their ad creative before, a lot of it was super product aware. So they were using lots of testimonials from from customers who already bought. They were, um, showcasing a lot of their new product launches. And we knew that their ads were already converting pretty well for this further down in the funnel.
The same slide, but a second red arrow labeled "where we needed to go" points to the "2. Problem Aware" row.
Dara Denney: Um, but we needed to go a lot higher. And if we could simply open up that top of funnel, then we were going to be able to really get a lot better performance without a ton of legwork.
Slide showing the research process table from before. Red arrows point to the "Creative Audit" row and the "Ad Account, Shopify" tool.
Dara Denney: Um, and this was also a factor of us looking into the creative audit and the creative testing methodology that they were using in their ad account. Um, they were using a little bit of an older style setup, you know, TOFU, MOFU, BOFU. And we thought, you know, really TOFU is where we are lacking. So, let's inject there.
Slide titled "viral ads SOP". On the left is a video of someone putting heart-patterned pillowcases on pillows. On the right is a document titled "Viral Ads Flywheel SOP".
Dara Denney: Now, another thing that we'll definitely share with you guys after this, um, is a standard operating procedure that we like to do at the agency called the Viral Ads SOP. Um, this is something that my business partner Miguel developed. And this is actually the ad creative that or this is the, um, this is the TikTok that was inspiration for our ad. Um, and essentially the the TLDR on this process is you want to go out and look for keywords on TikTok and Instagram for your niche and find the content that has really high views but a low follower ratio. Um, so you want to see the type of content that's picking up a lot of steam from creators that aren't as big. Um, and when we saw this type of format, we thought, okay, like, I think we have something here with this.
Slide with the question "which ad performed best?". Below is a single video labeled "B" showing the same montage of people making beds as before.
Dara Denney: So, even though this seems really, really simple, um, this is something that we were able to get a lot of traction out of and get some winners from and God, this is just such a fun brand. I love working with them.
Slide with a meme of DJ Khaled with the text "ANOTHER ONE".
Dara Denney: So, are you guys ready for another challenge? I see quite a few people still chatting in the messages. God, I love you guys. The creative strategy community is elite. Um, let's do another ad challenge, okay? And one I'm gonna forewarn you is an image, another is a video. So, we're gonna hop in and I'm gonna give you guys a full 90 seconds to ingest these, right? So that you can really take it in and decide which one you think is the winner, right?
Slide with the question "which ad performed best?". Option A is a static image of a long-form text ad for "Nutra Organics". Option B is a video of a woman, Ricki Harrison, Co-Founder, talking about bone broth.
Dara Denney: So, we have A over here and then I am gonna play B right now. So pay attention, but I'll give you a little bit of extra time to read A as well.
Ricki Harrison: So, I have tried every bone broth on the market, every single flavor and every single broth. I can hand on heart tell you that nothing tastes like this. This actually tastes like beef and chicken. I don't know what they do with the other stuff, but it tastes like nothing. And I think, why? Every other bone broth on the market is genuinely rubbish. Sorry, everyone. Uh, whereas this is, yeah, it's, it's magic in a glass. The real difference lies in absolutely the quality of our ingredients. This product is made from just the best of the best. I mean, our chicken, free range, organic bones, um, simmered, you know, for so long, then down into a, um, liquid and then into a powder or into our concentrates. I mean, you just don't get that kind of care and that kind of sourcing with anything else. We got you. We got your nutrition covered and I feel like that's what we do. You just worry about one less thing because you add this and you think, okay, at least I'm getting some nutrition.
Dara Denney: Okay, so if you said B, you're correct. Um, I tried to pause it so that I could interact with you guys a little bit more. Um, yes, B was the winner here. I think there's a lot going on for both of these. But I do just want to say, I saw a few of you saying, A, no one's gonna read that text. It's too overwhelming. It doesn't work. Um, what I will say, hint hint for Black Friday, Cyber Monday coming up, um, this was actually their top performing sales ad. So, we ran a few sales with them earlier this year and this crushed it. Um, and it's absolutely something that we will be repeating for Q4. Um, so, you know, just a little hint that I think, you know, we attempted this one, uh, for the more evergreen and and that absolutely didn't work, but I thought it was kind of cool, um, that we were able to get a lot of traction out of it on the, on the sales portion. So, let's go back to this one, right? This is actually, um, every time we have a a winning ad, what I'll do is, um, I'll create one of these slides so that, um, the brands just have like a slide deck of all their top performers and, um, you know, the testing criteria. So like the hypothesis we go going into it and then the analysis. Um, these hook rates are pretty incredible on the winner ad, right? 52%, hold rate of of a 9%. Um, now, the things that were really unique about this ad creative, number one, um, it was super important for us to disclose that this person was the founder. Sometimes I hear other creative strategists say something like, you don't need to introduce yourself as the founder, no one cares, no one gives a shit. Actually, people really, really cared for this brand. It was really important to that storyline. Um, another thing that we were really pressure testing here was this idea around taste. Every time we did research for this brand, they were saying that the the number one objection or concern was around taste. So, in this ad, you'll see that she really focuses on on taste and how it compared to others in the market. So, um, I know you guys probably don't remember the first sentence, but, um, she really compares to everything else that's in the market. Um, and that was really important for this framing as well. Um, some of the things that were bigger question marks that would require bigger swing tests would be things like, maybe we should try looking at the different types of, um, product packaging. Maybe that is doing something here in the ads because we kept on getting a lot of comments around the metal can versus glass can and the ingredients and and this really opened us up for more of an ingredients angle. Um, so, you know, I I would suggest that for creative strategists, you know, I I used to, um, try doing this for every single ad creative. No one has time for that. But if you have a winner, if you have a banger, if you are learning something from ad creative, I really suggest, um, you know, making these little slides and these little learnings. Um, these things are so helpful to refer back to.
Slide with a meme of Doctor Strange holding up one finger with the text "ONE MORE".
Dara Denney: Um, you guys want to do one more? Let's do one more, right? And then we can do some Q&A. We can jam a little bit with each other. And I am going to just actually show you the hook of two. Um, so, let's go ahead, take a look at these and, um, I'm excited because these ones are really, really different. All right? So, I'm gonna play A and then I'm gonna play B.
Speaker 1: So, I've been using this bone broth concentrate for a while now and today I really wanted to compare it to Kettle & Fire's bone broth.
Dara Denney: Ooh, got a little bit of a comparison angle there. Spicy, right?
Speaker 2: I threw a spoonful of this into my noodles and my husband swore I picked up takeout.
Dara Denney: I threw a spoonful of this into my noodles and my husband swore I picked up takeout. Which one do we think? I see a more evenly dispersed, um, amount this time. Lots of Bs though, probably a little bit more Bs. But the A people feel strongly, right? A, C, I appreciate a comparison.
The same slide, but with a red arrow pointing to option B.
Dara Denney: It was B, guys. Um, let's talk about why this one was the ultimate winner for us, right? There are a few really cool things going on at play here.
The same slide, but with text annotations. "personal storytelling" and "niche desire: husband loving the meal" are written on the left. "CURIOSITY" is written below, with a red line connecting it to the word "this" in the video's on-screen text.
Dara Denney: And this is a big learning for me personally this year, is by injecting curiosity into your ad creative, right? I threw a spoonful of this into my noodles and I got this result that I desperately wanted and needed, um, as a part of my core human desire. What is this? Right?
The same slide, but with a red triangle drawn around the text "So I've been using this bone broth concentrate" in video A.
Dara Denney: When we compare these two, um, I also like to look at it from the lens of which one is providing most curiosity, right? Um, A, so I've been using this bone broth concentrate and it's like, okay, great. You like gave away the plot, right? But with this hook of the, I I threw a spoonful of this into my noodles and I got this result that I desperately wanted and needed, um, as a part of my core human desire. Um, you know, when we can inject more of this curiosity and and more of this targeted desire-based, um, you know, things that we need into the hook, like, this really, really moves the needle for ad creative.
Slide with the text "how to drive curiosity in ads". Below are three video thumbnails. The first shows a spoon dripping a thick brown liquid into a jar of "BEEF BONE BROTH". The second shows a wrinkled red t-shirt on a hanger. The third shows a person in a kiddie pool pouring a bottle of red wine over their head.
Dara Denney: Um, so, you know, you can take this, uh, you know, this formula. Um, you did this to get this desire. That's one way that you can do this. Um, okay, this is one of my most favorite ads that I've seen all year. Here's another great way to drive curiosity, right? Um, watch this ad with me. I hope you love it as much as I do.
Speaker 3: Contrary to popular belief, alcohol is not actually toxic and today I'm going to prove it to you by bathing in it. I'm going to explain to you why.
Dara Denney: So, contrary to popular belief, alcohol is not actually toxic. Huh. That is something that stops me.
The same slide, but with a fourth video thumbnail added to the right. It shows a man and a young girl, with the on-screen text "POV: You're lactose intolerant but you don't act like it."
Dara Denney: And then we have this other example here. POV, you're lactose intolerant but you don't act like it.
The same slide, but with red arrows pointing down at the two rightmost videos.
Dara Denney: So, you have these conflicting statements, right? And and particularly these two on the end, what they're doing is really pushing into what is called cognitive dissonance.
Slide titled "Cognitive dissonance" with a colorful illustration of a brain. Text explains the concept and highlights "reject the new info, rationalize it, or change its belief".
Dara Denney: So it's the psychological discomfort that happens when a person's belief and new information don't match, right? Um, so when you press up against that in your ads, the brain has to pay attention, either to reject new info, rationalize it, or change its belief. Um, but even when you are just inviting more of that curiosity, especially when you're tying it with a core human desire, you're going to make your customer's brains crave resolution. Um, and users are gonna stay longer to complete the loop, right?
Slide showing a collage of YouTube video thumbnails with clickbait-style titles like "F*ck Views", "SCAM? PARADISE?", "A $335 ESPRESSO", and "dumb content strategy that made us millions".
Dara Denney: Now, I showed you a few examples of how to do this, but actually my favorite way to, um, find examples of this is honestly on YouTube. I think YouTubers, um, are the best at getting that curiosity and driving the click. The cool thing about YouTube is it's an opt-in platform. Like when you're on TikTok or on Reels, um, and God forbid Twitter, my goodness. Um, you just have content that is shown to you and you don't really have a choice. Um, YouTube is very different in that you actually have to get the click first. Um, which is why I love, um, looking at it for inspiration for ads. Um, and one of my favorite YouTubers right now, um, David Fregomini, he makes amazing content on e-commerce. Um, I love this, um, video that he did, dumb content strategy that made us millions. Um, only 22k subscribers right now. He's gonna get to 100k this year, but over 100k views. And it's like, psychologically, what's happening here? This is a, how could a a content strategy be dumb but make you millions? Like, does that mean it's easy? Does that mean, um, that anyone can do it? Immediate click in, right? Um, so for those of you that aren't obsessed with YouTube like me, um, and you're a creative strategist, definitely take a look at what you're clicking on next time.
Slide with a simple black line drawing of a bow.
Dara Denney: Now, guys, this is the part of the presentation where I am supposed to tie everything up with a nice bow and send you on your way. Um, and honestly, I just want to say thank you.
Slide showing a screenshot of Dara Denney's Instagram profile, @daradenney.
Dara Denney: I just want to say thank you so much for, um, jamming with me on some ads today. And, um, creative strategists, I honestly, it's the number one role that brands are hiring for right now. There is so much opportunity for for people to exceed and excel in this career. And I just honestly really want to help you, um, on your way and jam with more of you. So be sure to follow me on Instagram, follow me on YouTube.
Close-up video of Dara Denney smiling.
Dara Denney: Um, but yeah, thanks for hanging, y'all. Thank you.
Split screen with Dara Denney on the left and Evan Lee on the right.
Evan Lee: Oh. Round of applause. Throw your emojis in the chat for how you're feeling after that. I know I got the big heart hands up there. Killed it, Dara. So thankful for you coming up and talking about all these different ad strategies.
Dara Denney: Oh, I appreciate it. I love this community so much and like, I can't emphasize, it's been a year, y'all. Like, it really, really has. And if you are feeling the pressure, like I am too. I am right there with you. Um, and it wasn't some like big AI or methodology that like got me out of it. It was just like taking a step back, returning to basics, doing some amazing like work with my clients and like, just taking a damn breath. So.
Evan Lee: Everybody, go to the Q&A tab, upvote, upvote, upvote, and get your questions in there. Dara, I'm actually gonna kick us off because I've saw questions in the chat and then some other ones in the Q&A start to pop up, mainly around like, uh, just like the titles that you had shown because people feel ways when they start to see titles. So the first part that I saw was someone was asking about like creative directors and executive creative directors in that role. So in your version of the org chart, do they fall into that? Is it a supporting function? Any words that you have there?
Dara Denney: Oh, yeah. Yeah. So, traditionally, I would say that creative directors are actually on a different team. They are traditionally going to be on like a brand marketing team, right? Because creative directors are going to be in charge of creating the brand universe. So they, like, to simplify it, they're creating the brand and like everything that the brand stands for and like the symbols that are associated with it, while the creative strategist are more about developing the the creative for paid social. So it's like very two different parts of the brain for me. They're both still absolutely creative. Um, and this isn't to say that, um, the way that I'm explaining it is the one and only right way. It's absolutely not. Um, there's a lot of interchangeable titles out there. Um, and sometimes too, like, I will hear people say a performance creative director. Like I was a performance creative director, um, in one of my last roles. So, it's really about making sure that you have alignment and knowing which team that creative director is supporting. Is it just growth? Is it for the growth team or is it for the brand marketing team?
Evan Lee: Huge. And then Dara, bouncing off of that, like that's speaking to a higher level role in the organization. One of the other questions that popped up is from Marianne, so I'll bring it up on screen here.
Screenshot of a question from Marianne Castillo: "Are scriptwriters still part of the creative team?"
Evan Lee: So talking about
Dara Denney: Yeah, this is a great question. Um, sometimes I find that like, is a copywriter, like I think is like a another term for this. Um, I'll be honest, I have not been on a ton of teams where they have had copywriters. Um, when I was working for a nine-figure brand last year, they had a copywriter that served that served the entire brand and she would do like a once over okay on copy. But traditionally, I do find that creative strategists tend to do a lot of the actual copywriting for ads because they understand the platform the best. Um, and traditional copywriters, um, that are across email and website and so many other things, like they don't quite speak social. And it's like really, really important that you speak social and you speak to your like core customer persona or user group, um, using like the vernacular that's on Reels and TikTok and whatnot.
Evan Lee: 100%. And I will say Marianne, if you are a script writer or copywriter right now and that's the primary focus of your job, like take this as inspiration of like how it can start to grow and what your career could look like when we're talking about what creative strategy is. So there's a lot of synergies that start to come to life here.
Dara Denney: Yeah, and I'd say too, like I have hired copywriters or like people who were copywriters in previous roles as a creative strategist and they were fabulous. So, um, it's a lot of it is just like politics at like the agency or brand that you're at, but like, you know, I've hired a lot of creative strategists and like, I've had amazing ones that started off as copywriters, video editors, traditional creative directors, even creators. There's so many different pathways to this to this current like role. I was a media buyer first and, um, typically I don't see media buyers always make the best creative strategists. Sometimes, maybe that's a hot take, sorry, don't shoot the messenger. But, um, you know, whatever. Yeah. But you know what? I like, I saw someone they were like, these were a little easy and I was like, oh, okay. I just think honestly, creative strategists, like, I I think that there's so much more education, there's, you know, this is one of the roles that I feel like we've just developed so quickly as like an entire group. And like, I feel like people weren't talking about human psychology and levels of awareness and like desires like two years ago. So, like, if you are already thinking about that, like you're ahead. And like, good for you. Like, as it should be.
Evan Lee: That's facts. That is facts. Dara, the next question that I'm seeing here is about process from Matthew. So, how do you create documents and SOPs on the creative process?
Dara Denney: Yeah, um, Miguel does them because I'm a creative person. Um, but there are a ton of different ways that you can do this. And I would actually say like, the easiest way to do it is next time you are doing a process, simply do a Loom video of yourself doing it. Um, I actually like a big learning that I had because like I have all these documents, right? And I was showing them to Miguel and like these templates for doing creative research and I was like, this is what I do. Like, why is this not enough? And he's like, no, no, no, no, no, you need to explain why you are doing this. You need to really walk through these processes step by step, um, and explain your methodology here. And I was like, wow, okay. So, like, pretend like you are sitting with someone at a cafe and you are showing them how to do a thing. I've actually sat down with my partner before and been like, I'm gonna show you how I how I do creative strategy research and it was the number one way that I was able to see how I actually did something. So, create those looms, sit someone down and show them how you do a thing and that is the actual process documentation and then put it in Notion. We put everything in Notion.
Evan Lee: Nice. Okay, Dara, we probably have time for for one more here. Uh, I'll bring one up that I might have an opinion on too. So it's from Charlie that's been upvoted here.
Screenshot of a question from Charley Willerton: "How can you apply strategies and learnings from B2C ads to B2B? Specially like something tasty vs intangible software"
Evan Lee: So Charlie asks, how can you apply strategies and learnings from B2C ads to B2B? Specifically something like tasty versus intangible software.
Dara Denney: Oh, yeah. Um, man, I really hear you like I hear the B2B people out. I also hear it a lot from service-based businesses. They're like, you do great ads examples for products, but like what about us? Um, I think that's like actually a signal of like what an amazing opportunity you have for like using these strategies because so many B2B brands aren't doing them. Um, I think it all goes back to the actual like benefit that the benefit and desire that your product actually does, right? So like if I look at Motion as a piece of B2B software because you are, it's like, what desires are you guys actually hinting, like what desires are you actually fulfilling? Um, and it could be, yeah, I'm able to make more ads for my meta ads because I can read the data better or whatever. But it's actually maybe a little bit more about confidence and like sharing those learnings across different teams and feeling like a more unified whole. Um, and those things are definitely not as tangible, but they're so, so powerful. Um, and being able to really speak to, um, that kind of like those kind of desires with creators is the number one best thing. Like, I actually think, um, a lot of people have called this out, like Claude is doing an excellent, um, like campaign right now and being able to see how they work with creators. Um, pay attention to these AI brands because they got money to spend and they're doing all the, you know, creative testing for us. So, that's my hint right there.
Evan Lee: For sure. No, Dara, Dara hit a nail on the head in all honesty. And even like going back a couple questions, starting with your personas, that then layer into like the desires and pain, like it starts to to compound really well. And if you go look at Motion's ads, you'll see some of Dara in there, like doing this quite well in all honesty. So there's a lot of, there's a lot of overlap between the ideas that can come to life here. So don't feel, like Dara said, like there's a big opportunity for you. Don't feel boxed in by like, ah, that's B2C, it's not the same. So you got it. You got it, you got it, you got it.
Dara Denney: Yeah.
Evan Lee: Dara, this is, this is so interesting when we're talking about culture. Another word that I've had, I've heard come up a bunch in these first two sessions is taste. And I think some of the chatter that's happening in the Q&A and the chat is all around like taste, taste, taste. Like what's going on there? I'm I'm curious, how would you say that you've developed and honed your taste?
Dara Denney: Um, by making really shitty ads. Like, you know, I think that, um, I didn't come out, um, making amazing creative from the get. I was actually just looking at some of my first ads that I ever made recently and I was like, I was gonna show them on this presentation. I was like, but you know what? I better not. I don't want to ruin my reputation. But, you know, I like, I saw someone they were like, these were a little easy and I was like, oh, okay. I just think honestly, creative strategists, like, I I think that there's so much more education, there's, you know, this is one of the roles that I feel like we've just developed so quickly as like an entire group. And like, I feel like people weren't talking about human psychology and levels of awareness and like desires like two years ago. So, like, if you are already thinking about that, like you're ahead. And like, good for you. Like, as it should be.
Evan Lee: That's facts. That is facts. Dara, the next question I see is from Sophie and it's one of the questions that we've actually gotten so much as we've done all of these events.
Screenshot of a question from Sophie Rodgers: "How do you balance metrics with brand values and storytelling?"
Evan Lee: But for everyone here, how do you balance between metrics and brand values and storytelling?
Dara Denney: Oh, yeah, I love this question. Um, because I actually think the general consensus, um, is turning more towards brand right now. Um, I attend a lot of events with Meta and, um, I attended two over the last month, the Meta Agency Summit and the Meta Brand Summit. And the number one term that was brought up over and over again was not performance, wasn't AI, thank God. I was so tired of those. It was culture. And I think that it's really interesting how much brands are now starting to tune into how they are, um, how they are like communicating with culture and how they are becoming a part of that culture. And I think that's a really undefined thing in a way. Like I'm saying culture, like what what does that mean? It's, you know, how people are showing up, how people are coming together on social, especially in the organic sense and, um, how art is like, you know, trans like transforming in in this time. It's, so, but I'll give you a more a more tactical answer too. Like how do I manage brand versus metrics? Like, I think that I'm starting to take the stance too of like making decisions on creative, um, when there isn't necessarily a great, uh, data reason to do so. You need to take bigger swings right now. And one of the most dangerous things that I've seen before is brands getting into this iteration paralysis where all of their creative starts to look like one another in the name of data and in the name of, um, doubling down on their learnings. And that's actually one of the most dangerous places that you can be. So, really being able to be reactive to, um, the platform and being in tune with what's, um, going on in social and in culture, I think is actually one of the bigger softer skills that people need to develop right now.
Evan Lee: 100%. And I will say Marianne, if you are a script writer or copywriter right now and that's the primary focus of your job, like take this as inspiration of like how it can start to grow and what your career could look like when we're talking about what creative strategy is. So there's a lot of synergies that start to come to life here.
Dara Denney: Yeah, and I'd say too, like I have hired copywriters or like people who were copywriters in previous roles as a creative strategist and they were fabulous. So, um, it's a lot of it is just like politics at like the agency or brand that you're at, but like, you know, I've hired a lot of creative strategists and like, I've had amazing ones that started off as copywriters, video editors, traditional creative directors, even creators. There's so many different pathways to this to this current like role. I was a media buyer first and, um, typically I don't see media buyers always make the best creative strategists. Sometimes, maybe that's a hot take, sorry, don't shoot the messenger. But, um, you know, whatever. Yeah. But you know what? I like, I saw someone they were like, these were a little easy and I was like, oh, okay. I just think honestly, creative strategists, like, I I think that there's so much more education, there's, you know, this is one of the roles that I feel like we've just developed so quickly as like an entire group. And like, I feel like people weren't talking about human psychology and levels of awareness and like desires like two years ago. So, like, if you are already thinking about that, like you're ahead. And like, good for you. Like, as it should be.
Evan Lee: That's facts. That is facts. Dara, the next question I see is from Sophie and it's one of the questions that we've actually gotten so much as we've done all of these events.
Screenshot of a question from Sophie Rodgers: "How do you balance metrics with brand values and storytelling?"
Evan Lee: But for everyone here, how do you balance between metrics and brand values and storytelling?
Dara Denney: Oh, yeah, I love this question. Um, because I actually think the general consensus, um, is turning more towards brand right now. Um, I attend a lot of events with Meta and, um, I attended two over the last month, the Meta Agency Summit and the Meta Brand Summit. And the number one term that was brought up over and over again was not performance, wasn't AI, thank God. I was so tired of those. It was culture. And I think that it's really interesting how much brands are now starting to tune into how they are, um, how they are like communicating with culture and how they are becoming a part of that culture. And I think that's a really undefined thing in a way. Like I'm saying culture, like what what does that mean? It's, you know, how people are showing up, how people are coming together on social, especially in the organic sense and, um, how art is like, you know, trans like transforming in in this time. It's, so, but I'll give you a more a more tactical answer too. Like how do I manage brand versus metrics? Like, I think that I'm starting to take the stance too of like making decisions on creative, um, when there isn't necessarily a great, uh, data reason to do so. You need to take bigger swings right now. And one of the most dangerous things that I've seen before is brands getting into this iteration paralysis where all of their creative starts to look like one another in the name of data and in the name of, um, doubling down on their learnings. And that's actually one of the most dangerous places that you can be. So, really being able to be reactive to, um, the platform and being in tune with what's, um, going on in social and in culture, I think is actually one of the bigger softer skills that people need to develop right now.
Evan Lee: 100%. And I will say Marianne, if you are a script writer or copywriter right now and that's the primary focus of your job, like take this as inspiration of like how it can start to grow and what your career could look like when we're talking about what creative strategy is. So there's a lot of synergies that start to come to life here.
Dara Denney: Yeah, and I'd say too, like I have hired copywriters or like people who were copywriters in previous roles as a creative strategist and they were fabulous. So, um, it's a lot of it is just like politics at like the agency or brand that you're at, but like, you know, I've hired a lot of creative strategists and like, I've had amazing ones that started off as copywriters, video editors, traditional creative directors, even creators. There's so many different pathways to this to this current like role. I was a media buyer first and, um, typically I don't see media buyers always make the best creative strategists. Sometimes, maybe that's a hot take, sorry, don't shoot the messenger. But, um, you know, whatever. Yeah. But you know what? I like, I saw someone they were like, these were a little easy and I was like, oh, okay. I just think honestly, creative strategists, like, I I think that there's so much more education, there's, you know, this is one of the roles that I feel like we've just developed so quickly as like an entire group. And like, I feel like people weren't talking about human psychology and levels of awareness and like desires like two years ago. So, like, if you are already thinking about that, like you're ahead. And like, good for you. Like, as it should be.
Evan Lee: That's facts. That is facts. Dara, the next question I see is from Sophie and it's one of the questions that we've actually gotten so much as we've done all of these events.
Screenshot of a question from Sophie Rodgers: "How do you balance metrics with brand values and storytelling?"
Evan Lee: But for everyone here, how do you balance between metrics and brand values and storytelling?
Dara Denney: Oh, yeah, I love this question. Um, because I actually think the general consensus, um, is turning more towards brand right now. Um, I attend a lot of events with Meta and, um, I attended two over the last month, the Meta Agency Summit and the Meta Brand Summit. And the number one term that was brought up over and over again was not performance, wasn't AI, thank God. I was so tired of those. It was culture. And I think that it's really interesting how much brands are now starting to tune into how they are, um, how they are like communicating with culture and how they are becoming a part of that culture. And I think that's a really undefined thing in a way. Like I'm saying culture, like what what does that mean? It's, you know, how people are showing up, how people are coming together on social, especially in the organic sense and, um, how art is like, you know, trans like transforming in in this time. It's, so, but I'll give you a more a more tactical answer too. Like how do I manage brand versus metrics? Like, I think that I'm starting to take the stance too of like making decisions on creative, um, when there isn't necessarily a great, uh, data reason to do so. You need to take bigger swings right now. And one of the most dangerous things that I've seen before is brands getting into this iteration paralysis where all of their creative starts to look like one another in the name of data and in the name of, um, doubling down on their learnings. And that's actually one of the most dangerous places that you can be. So, really being able to be reactive to, um, the platform and being in tune with what's, um, going on in social and in culture, I think is actually one of the bigger softer skills that people need to develop right now.
Evan Lee: 100%. And I will say Marianne, if you are a script writer or copywriter right now and that's the primary focus of your job, like take this as inspiration of like how it can start to grow and what your career could look like when we're talking about what creative strategy is. So there's a lot of synergies that start to come to life here.
Dara Denney: Yeah, and I'd say too, like I have hired copywriters or like people who were copywriters in previous roles as a creative strategist and they were fabulous. So, um, it's a lot of it is just like politics at like the agency or brand that you're at, but like, you know, I've hired a lot of creative strategists and like, I've had amazing ones that started off as copywriters, video editors, traditional creative directors, even creators. There's so many different pathways to this to this current like role. I was a media buyer first and, um, typically I don't see media buyers always make the best creative strategists. Sometimes, maybe that's a hot take, sorry, don't shoot the messenger. But, um, you know, whatever. Yeah. But you know what? I like, I saw someone they were like, these were a little easy and I was like, oh, okay. I just think honestly, creative strategists, like, I I think that there's so much more education, there's, you know, this is one of the roles that I feel like we've just developed so quickly as like an entire group. And like, I feel like people weren't talking about human psychology and levels of awareness and like desires like two years ago. So, like, if you are already thinking about that, like you're ahead. And like, good for you. Like, as it should be.
Evan Lee: That's facts. That is facts. Dara, the next question I see is from Sophie and it's one of the questions that we've actually gotten so much as we've done all of these events.
Screenshot of a question from Sophie Rodgers: "How do you balance metrics with brand values and storytelling?"
Evan Lee: But for everyone here, how do you balance between metrics and brand values and storytelling?
Dara Denney: Oh, yeah, I love this question. Um, because I actually think the general consensus, um, is turning more towards brand right now. Um, I attend a lot of events with Meta and, um, I attended two over the last month, the Meta Agency Summit and the Meta Brand Summit. And the number one term that was brought up over and over again was not performance, wasn't AI, thank God. I was so tired of those. It was culture. And I think that it's really interesting how much brands are now starting to tune into how they are, um, how they are like communicating with culture and how they are becoming a part of that culture. And I think that's a really undefined thing in a way. Like I'm saying culture, like what what does that mean? It's, you know, how people are showing up, how people are coming together on social, especially in the organic sense and, um, how art is like, you know, trans like transforming in in this time. It's, so, but I'll give you a more a more tactical answer too. Like how do I manage brand versus metrics? Like, I think that I'm starting to take the stance too of like making decisions on creative, um, when there isn't necessarily a great, uh, data reason to do so. You need to take bigger swings right now. And one of the most dangerous things that I've seen before is brands getting into this iteration paralysis where all of their creative starts to look like one another in the name of data and in the name of, um, doubling down on their learnings. And that's actually one of the most dangerous places that you can be. So, really being able to be reactive to, um, the platform and being in tune with what's, um, going on in social and in culture, I think is actually one of the bigger softer skills that people need to develop right now.
Evan Lee: 100%. And I will say Marianne, if you are a script writer or copywriter right now and that's the primary focus of your job, like take this as inspiration of like how it can start to grow and what your career could look like when we're talking about what creative strategy is. So there's a lot of synergies that start to come to life here.
Dara Denney: Yeah, and I'd say too, like I have hired copywriters or like people who were copywriters in previous roles as a creative strategist and they were fabulous. So, um, it's a lot of it is just like politics at like the agency or brand that you're at, but like, you know, I've hired a lot of creative strategists and like, I've had amazing ones that started off as copywriters, video editors, traditional creative directors, even creators. There's so many different pathways to this to this current like role. I was a media buyer first and, um, typically I don't see media buyers always make the best creative strategists. Sometimes, maybe that's a hot take, sorry, don't shoot the messenger. But, um, you know, whatever. Yeah. But you know what? I like, I saw someone they were like, these were a little easy and I was like, oh, okay. I just think honestly, creative strategists, like, I I think that there's so much more education, there's, you know, this is one of the roles that I feel like we've just developed so quickly as like an entire group. And like, I feel like people weren't talking about human psychology and levels of awareness and like desires like two years ago. So, like, if you are already thinking about that, like you're ahead. And like, good for you. Like, as it should be.
Evan Lee: That's facts. That is facts. Dara, the next question I see is from Sophie and it's one of the questions that we've actually gotten so much as we've done all of these events.
Screenshot of a question from Sophie Rodgers: "How do you balance metrics with brand values and storytelling?"
Evan Lee: But for everyone here, how do you balance between metrics and brand values and storytelling?
Dara Denney: Oh, yeah, I love this question. Um, because I actually think the general consensus, um, is turning more towards brand right now. Um, I attend a lot of events with Meta and, um, I attended two over the last month, the Meta Agency Summit and the Meta Brand Summit. And the number one term that was brought up over and over again was not performance, wasn't AI, thank God. I was so tired of those. It was culture. And I think that it's really interesting how much brands are now starting to tune into how they are, um, how they are like communicating with culture and how they are becoming a part of that culture. And I think that's a really undefined thing in a way. Like I'm saying culture, like what what does that mean? It's, you know, how people are showing up, how people are coming together on social, especially in the organic sense and, um, how art is like, you know, trans like transforming in in this time. It's, so, but I'll give you a more a more tactical answer too. Like how do I manage brand versus metrics? Like, I think that I'm starting to take the stance too of like making decisions on creative, um, when there isn't necessarily a great, uh, data reason to do so. You need to take bigger swings right now. And one of the most dangerous things that I've seen before is brands getting into this iteration paralysis where all of their creative starts to look like one another in the name of data and in the name of, um, doubling down on their learnings. And that's actually one of the most dangerous places that you can be. So, really being able to be reactive to, um, the platform and being in tune with what's, um, going on in social and in culture, I think is actually one of the bigger softer skills that people need to develop right now.
Evan Lee: 100%. And I will say Marianne, if you are a script writer or copywriter right now and that's the primary focus of your job, like take this as inspiration of like how it can start to grow and what your career could look like when we're talking about what creative strategy is. So there's a lot of synergies that start to come to life here.
Dara Denney: Yeah, and I'd say too, like I have hired copywriters or like people who were copywriters in previous roles as a creative strategist and they were fabulous. So, um, it's a lot of it is just like politics at like the agency or brand that you're at, but like, you know, I've hired a lot of creative strategists and like, I've had amazing ones that started off as copywriters, video editors, traditional creative directors, even creators. There's so many different pathways to this to this current like role. I was a media buyer first and, um, typically I don't see media buyers always make the best creative strategists. Sometimes, maybe that's a hot take, sorry, don't shoot the messenger. But, um, you know, whatever. Yeah. But you know what? I like, I saw someone they were like, these were a little easy and I was like, oh, okay. I just think honestly, creative strategists, like, I I think that there's so much more education, there's, you know, this is one of the roles that I feel like we've just developed so quickly as like an entire group. And like, I feel like people weren't talking about human psychology and levels of awareness and like desires like two years ago. So, like, if you are already thinking about that, like you're ahead. And like, good for you. Like, as it should be.
Evan Lee: That's facts. That is facts. Dara, the next question I see is from Sophie and it's one of the questions that we've actually gotten so much as we've done all of these events.
Screenshot of a question from Sophie Rodgers: "How do you balance metrics with brand values and storytelling?"
Evan Lee: But for everyone here, how do you balance between metrics and brand values and storytelling?
Dara Denney: Oh, yeah, I love this question. Um, because I actually think the general consensus, um, is turning more towards brand right now. Um, I attend a lot of events with Meta and, um, I attended two over the last month, the Meta Agency Summit and the Meta Brand Summit. And the number one term that was brought up over and over again was not performance, wasn't AI, thank God. I was so tired of those. It was culture. And I think that it's really interesting how much brands are now starting to tune into how they are, um, how they are like communicating with culture and how they are becoming a part of that culture. And I think that's a really undefined thing in a way. Like I'm saying culture, like what what does that mean? It's, you know, how people are showing up, how people are coming together on social, especially in the organic sense and, um, how art is like, you know, trans like transforming in in this time. It's, so, but I'll give you a more a more tactical answer too. Like how do I manage brand versus metrics? Like, I think that I'm starting to take the stance too of like making decisions on creative, um, when there isn't necessarily a great, uh, data reason to do so. You need to take bigger swings right now. And one of the most dangerous things that I've seen before is brands getting into this iteration paralysis where all of their creative starts to look like one another in the name of data and in the name of, um, doubling down on their learnings. And that's actually one of the most dangerous places that you can be. So, really being able to be reactive to, um, the platform and being in tune with what's, um, going on in social and in culture, I think is actually one of the bigger softer skills that people need to develop right now.
Evan Lee: 100%. And I will say Marianne, if you are a script writer or copywriter right now and that's the primary focus of your job, like take this as inspiration of like how it can start to grow and what your career could look like when we're talking about what creative strategy is. So there's a lot of synergies that start to come to life here.
Dara Denney: Yeah, and I'd say too, like I have hired copywriters or like people who were copywriters in previous roles as a creative strategist and they were fabulous. So, um, it's a lot of it is just like politics at like the agency or brand that you're at, but like, you know, I've hired a lot of creative strategists and like, I've had amazing ones that started off as copywriters, video editors, traditional creative directors, even creators. There's so many different pathways to this to this current like role. I was a media buyer first and, um, typically I don't see media buyers always make the best creative strategists. Sometimes, maybe that's a hot take, sorry, don't shoot the messenger. But, um, you know, whatever. Yeah. But you know what? I like, I saw someone they were like, these were a little easy and I was like, oh, okay. I just think honestly, creative strategists, like, I I think that there's so much more education, there's, you know, this is one of the roles that I feel like we've just developed so quickly as like an entire group. And like, I feel like people weren't talking about human psychology and levels of awareness and like desires like two years ago. So, like, if you are already thinking about that, like you're ahead. And like, good for you. Like, as it should be.
Evan Lee: That's facts. That is facts. Dara, the next question I see is from Sophie and it's one of the questions that we've actually gotten so much as we've done all of these events.
Screenshot of a question from Sophie Rodgers: "How do you balance metrics with brand values and storytelling?"
Evan Lee: But for everyone here, how do you balance between metrics and brand values and storytelling?
Dara Denney: Oh, yeah, I love this question. Um, because I actually think the general consensus, um, is turning more towards brand right now. Um, I attend a lot of events with Meta and, um, I attended two over the last month, the Meta Agency Summit and the Meta Brand Summit. And the number one term that was brought up over and over again was not performance, wasn't AI, thank God. I was so tired of those. It was culture. And I think that it's really interesting how much brands are now starting to tune into how they are, um, how they are like communicating with culture and how they are becoming a part of that culture. And I think that's a really undefined thing in a way. Like I'm saying culture, like what what does that mean? It's, you know, how people are showing up, how people are coming together on social, especially in the organic sense and, um, how art is like, you know, trans like transforming in in this time. It's, so, but I'll give you a more a more tactical answer too. Like how do I manage brand versus metrics? Like, I think that I'm starting to take the stance too of like making decisions on creative, um, when there isn't necessarily a great, uh, data reason to do so. You need to take bigger swings right now. And one of the most dangerous things that I've seen before is brands getting into this iteration paralysis where all of their creative starts to look like one another in the name of data and in the name of, um, doubling down on their learnings. And that's actually one of the most dangerous places that you can be. So, really being able to be reactive to, um, the platform and being in tune with what's, um, going on in social and in culture, I think is actually one of the bigger softer skills that people need to develop right now.
Evan Lee: 100%. And I will say Marianne, if you are a script writer or copywriter right now and that's the primary focus of your job, like take this as inspiration of like how it can start to grow and what your career could look like when we're talking about what creative strategy is. So there's a lot of synergies that start to come to life here.
Dara Denney: Yeah, and I'd say too, like I have hired copywriters or like people who were copywriters in previous roles as a creative strategist and they were fabulous. So, um, it's a lot of it is just like politics at like the agency or brand that you're at, but like, you know, I've hired a lot of creative strategists and like, I've had amazing ones that started off as copywriters, video editors, traditional creative directors, even creators. There's so many different pathways to this to this current like role. I was a media buyer first and, um, typically I don't see media buyers always make the best creative strategists. Sometimes, maybe that's a hot take, sorry, don't shoot the messenger. But, um, you know, whatever. Yeah. But you know what? I like, I saw someone they were like, these were a little easy and I was like, oh, okay. I just think honestly, creative strategists, like, I I think that there's so much more education, there's, you know, this is one of the roles that I feel like we've just developed so quickly as like an entire group. And like, I feel like people weren't talking about human psychology and levels of awareness and like desires like two years ago. So, like, if you are already thinking about that, like you're ahead. And like, good for you. Like, as it should be.
Evan Lee: That's facts. That is facts. Dara, the next question I see is from Sophie and it's one of the questions that we've actually gotten so much as we've done all of these events.
Screenshot of a question from Sophie Rodgers: "How do you balance metrics with brand values and storytelling?"
Evan Lee: But for everyone here, how do you balance between metrics and brand values and storytelling?
Dara Denney: Oh, yeah, I love this question. Um, because I actually think the general consensus, um, is turning more towards brand right now. Um, I attend a lot of events with Meta and, um, I attended two over the last month, the Meta Agency Summit and the Meta Brand Summit. And the number one term that was brought up over and over again was not performance, wasn't AI, thank God. I was so tired of those. It was culture. And I think that it's really interesting how much brands are now starting to tune into how they are, um, how they are like communicating with culture and how they are becoming a part of that culture. And I think that's a really undefined thing in a way. Like I'm saying culture, like what what does that mean? It's, you know, how people are showing up, how people are coming together on social, especially in the organic sense and, um, how art is like, you know, trans like transforming in in this time. It's, so, but I'll give you a more a more tactical answer too. Like how do I manage brand versus metrics? Like, I think that I'm starting to take the stance too of like making decisions on creative, um, when there isn't necessarily a great, uh, data reason to do so. You need to take bigger swings right now. And one of the most dangerous things that I've seen before is brands getting into this iteration paralysis where all of their creative starts to look like one another in the name of data and in the name of, um, doubling down on their learnings. And that's actually one of the most dangerous places that you can be. So, really being able to be reactive to, um, the platform and being in tune with what's, um, going on in social and in culture, I think is actually one of the bigger softer skills that people need to develop right now.
Evan Lee: 100%. And I will say Marianne, if you are a script writer or copywriter right now and that's the primary focus of your job, like take this as inspiration of like how it can start to grow and what your career could look like when we're talking about what creative strategy is. So there's a lot of synergies that start to come to life here.
Dara Denney: Yeah, and I'd say too, like I have hired copywriters or like people who were copywriters in previous roles as a creative strategist and they were fabulous. So, um, it's a lot of it is just like politics at like the agency or brand that you're at, but like, you know, I've hired a lot of creative strategists and like, I've had amazing ones that started off as copywriters, video editors, traditional creative directors, even creators. There's so many different pathways to this to this current like role. I was a media buyer first and, um, typically I don't see media buyers always make the best creative strategists. Sometimes, maybe that's a hot take, sorry, don't shoot the messenger. But, um, you know, whatever. Yeah. But you know what? I like, I saw someone they were like, these were a little easy and I was like, oh, okay. I just think honestly, creative strategists, like, I I think that there's so much more education, there's, you know, this is one of the roles that I feel like we've just developed so quickly as like an entire group. And like, I feel like people weren't talking about human psychology and levels of awareness and like desires like two years ago. So, like, if you are already thinking about that, like you're ahead. And like, good for you. Like, as it should be.
Evan Lee: That's facts. That is facts. Dara, the next question I see is from Sophie and it's one of the questions that we've actually gotten so much as we've done all of these events.
Screenshot of a question from Sophie Rodgers: "How do you balance metrics with brand values and storytelling?"
Evan Lee: But for everyone here, how do you balance between metrics and brand values and storytelling?
Dara Denney: Oh, yeah, I love this question. Um, because I actually think the general consensus, um, is turning more towards brand right now. Um, I attend a lot of events with Meta and, um, I attended two over the last month, the Meta Agency Summit and the Meta Brand Summit. And the number one term that was brought up over and over again was not performance, wasn't AI, thank God. I was so tired of those. It was culture. And I think that it's really interesting how much brands are now starting to tune into how they are, um, how they are like communicating with culture and how they are becoming a part of that culture. And I think that's a really undefined thing in a way. Like I'm saying culture, like what what does that mean? It's, you know, how people are showing up, how people are coming together on social, especially in the organic sense and, um, how art is like, you know, trans like transforming in in this time. It's, so, but I'll give you a more a more tactical answer too. Like how do I manage brand versus metrics? Like, I think that I'm starting to take the stance too of like making decisions on creative, um, when there isn't necessarily a great, uh, data reason to do so. You need to take bigger swings right now. And one of the most dangerous things that I've seen before is brands getting into this iteration paralysis where all of their creative starts to look like one another in the name of data and in the name of, um, doubling down on their learnings. And that's actually one of the most dangerous places that you can be. So, really being able to be reactive to, um, the platform and being in tune with what's, um, going on in social and in culture, I think is actually one of the bigger softer skills that people need to develop right now.
Evan Lee: 100%. And I will say Marianne, if you are a script writer or copywriter right now and that's the primary focus of your job, like take this as inspiration of like how it can start to grow and what your career could look like when we're talking about what creative strategy is. So there's a lot of synergies that start to come to life here.
Dara Denney: Yeah, and I'd say too, like I have hired copywriters or like people who were copywriters in previous roles as a creative strategist and they were fabulous. So, um, it's a lot of it is just like politics at like the agency or brand that you're at, but like, you know, I've hired a lot of creative strategists and like, I've had amazing ones that started off as copywriters, video editors, traditional creative directors, even creators. There's so many different pathways to this to this current like role. I was a media buyer first and, um, typically I don't see media buyers always make the best creative strategists. Sometimes, maybe that's a hot take, sorry, don't shoot the messenger. But, um, you know, whatever. Yeah. But you know what? I like, I saw someone they were like, these were a little easy and I was like, oh, okay. I just think honestly, creative strategists, like, I I think that there's so much more education, there's, you know, this is one of the roles that I feel like we've just developed so quickly as like an entire group. And like, I feel like people weren't talking about human psychology and levels of awareness and like desires like two years ago. So, like, if you are already thinking about that, like you're ahead. And like, good for you. Like, as it should be.
Evan Lee: That's facts. That is facts. Dara, the next question I see is from Sophie and it's one of the questions that we've actually gotten so much as we've done all of these events.
Screenshot of a question from Sophie Rodgers: "How do you balance metrics with brand values and storytelling?"
Evan Lee: But for everyone here, how do you balance between metrics and brand values and storytelling?
Dara Denney: Oh, yeah, I love this question. Um, because I actually think the general consensus, um, is turning more towards brand right now. Um, I attend a lot of events with Meta and, um, I attended two over the last month, the Meta Agency Summit and the Meta Brand Summit. And the number one term that was brought up over and over again was not performance, wasn't AI, thank God. I was so tired of those. It was culture. And I think that it's really interesting how much brands are now starting to tune into how they are, um, how they are like communicating with culture and how they are becoming a part of that culture. And I think that's a really undefined thing in a way. Like I'm saying culture, like what what does that mean? It's, you know, how people are showing up, how people are coming together on social, especially in the organic sense and, um, how art is like, you know, trans like transforming in in this time. It's, so, but I'll give you a more a more tactical answer too. Like how do I manage brand versus metrics? Like, I think that I'm starting to take the stance too of like making decisions on creative, um, when there isn't necessarily a great, uh, data reason to do so. You need to take bigger swings right now. And one of the most dangerous things that I've seen before is brands getting into this iteration paralysis where all of their creative starts to look like one another in the name of data and in the name of, um, doubling down on their learnings. And that's actually one of the most dangerous places that you can be. So, really being able to be reactive to, um, the platform and being in tune with what's, um, going on in social and in culture, I think is actually one of the bigger softer skills that people need to develop right now.
Evan Lee: 100%. And I will say Marianne, if you are a script writer or copywriter right now and that's the primary focus of your job, like take this as inspiration of like how it can start to grow and what your career could look like when we're talking about what creative strategy is. So there's a lot of synergies that start to come to life here.
Dara Denney: Yeah, and I'd say too, like I have hired copywriters or like people who were copywriters in previous roles as a creative strategist and they were fabulous. So, um, it's a lot of it is just like politics at like the agency or brand that you're at, but like, you know, I've hired a lot of creative strategists and like, I've had amazing ones that started off as copywriters, video editors, traditional creative directors, even creators. There's so many different pathways to this to this current like role. I was a media buyer first and, um, typically I don't see media buyers always make the best creative strategists. Sometimes, maybe that's a hot take, sorry, don't shoot the messenger. But, um, you know, whatever. Yeah. But you know what? I like, I saw someone they were like, these were a little easy and I was like, oh, okay. I just think honestly, creative strategists, like, I I think that there's so much more education, there's, you know, this is one of the roles that I feel like we've just developed so quickly as like an entire group. And like, I feel like people weren't talking about human psychology and levels of awareness and like desires like two years ago. So, like, if you are already thinking about that, like you're ahead. And like, good for you. Like, as it should be.
Evan Lee: That's facts. That is facts. Dara, the next question I see is from Sophie and it's one of the questions that we've actually gotten so much as we've done all of these events.
Screenshot of a question from Sophie Rodgers: "How do you balance metrics with brand values and storytelling?"
Evan Lee: But for everyone here, how do you balance between metrics and brand values and storytelling?
Dara Denney: Oh, yeah, I love this question. Um, because I actually think the general consensus, um, is turning more towards brand right now. Um, I attend a lot of events with Meta and, um, I attended two over the last month, the Meta Agency Summit and the Meta Brand Summit. And the number one term that was brought up over and over again was not performance, wasn't AI, thank God. I was so tired of those. It was culture. And I think that it's really interesting how much brands are now starting to tune into how they are, um, how they are like communicating with culture and how they are becoming a part of that culture. And I think that's a really undefined thing in a way. Like I'm saying culture, like what what does that mean? It's, you know, how people are showing up, how people are coming together on social, especially in the organic sense and, um, how art is like, you know, trans like transforming in in this time. It's, so, but I'll give you a more a more tactical answer too. Like how do I manage brand versus metrics? Like, I think that I'm starting to take the stance too of like making decisions on creative, um, when there isn't necessarily a great, uh, data reason to do so. You need to take bigger swings right now. And one of the most dangerous things that I've seen before is brands getting into this iteration paralysis where all of their creative starts to look like one another in the name of data and in the name of, um, doubling down on their learnings. And that's actually one of the most dangerous places that you can be. So, really being able to be reactive to, um, the platform and being in tune with what's, um, going on in social and in culture, I think is actually one of the bigger softer skills that people need to develop right now.
Evan Lee: 100%. And I will say Marianne, if you are a script writer or copywriter right now and that's the primary focus of your job, like take this as inspiration of like how it can start to grow and what your career could look like when we're talking about what creative strategy is. So there's a lot of synergies that start to come to life here.
Dara Denney: Yeah, and I'd say too, like I have hired copywriters or like people who were copywriters in previous roles as a creative strategist and they were fabulous. So, um, it's a lot of it is just like politics at like the agency or brand that you're at, but like, you know, I've hired a lot of creative strategists and like, I've had amazing ones that started off as copywriters, video editors, traditional creative directors, even creators. There's so many different pathways to this to this current like role. I was a media buyer first and, um, typically I don't see media buyers always make the best creative strategists. Sometimes, maybe that's a hot take, sorry, don't shoot the messenger. But, um, you know, whatever. Yeah. But you know what? I like, I saw someone they were like, these were a little easy and I was like, oh, okay. I just think honestly, creative strategists, like, I I think that there's so much more education, there's, you know, this is one of the roles that I feel like we've just developed so quickly as like an entire group. And like, I feel like people weren't talking about human psychology and levels of awareness and like desires like two years ago. So, like, if you are already thinking about that, like you're ahead. And like, good for you. Like, as it should be.
Evan Lee: That's facts. That is facts. Dara, the next question I see is from Sophie and it's one of the questions that we've actually gotten so much as we've done all of these events.
Screenshot of a question from Sophie Rodgers: "How do you balance metrics with brand values and storytelling?"
Evan Lee: But for everyone here, how do you balance between metrics and brand values and storytelling?
Dara Denney: Oh, yeah, I love this question. Um, because I actually think the general consensus, um, is turning more towards brand right now. Um, I attend a lot of events with Meta and, um, I attended two over the last month, the Meta Agency Summit and the Meta Brand Summit. And the number one term that was brought up over and over again was not performance, wasn't AI, thank God. I was so tired of those. It was culture. And I think that it's really interesting how much brands are now starting to tune into how they are, um, how they are like communicating with culture and how they are becoming a part of that culture. And I think that's a really undefined thing in a way. Like I'm saying culture, like what what does that mean? It's, you know, how people are showing up, how people are coming together on social, especially in the organic sense and, um, how art is like, you know, trans like transforming in in this time. It's, so, but I'll give you a more a more tactical answer too. Like how do I manage brand versus metrics? Like, I think that I'm starting to take the stance too of like making decisions on creative, um, when there isn't necessarily a great, uh, data reason to do so. You need to take bigger swings right now. And one of the most dangerous things that I've seen before is brands getting into this iteration paralysis where all of their creative starts to look like one another in the name of data and in the name of, um, doubling down on their learnings. And that's actually one of the most dangerous places that you can be. So, really being able to be reactive to, um, the platform and being in tune with what's, um, going on in social and in culture, I think is actually one of the bigger softer skills that people need to develop right now.
Evan Lee: 100%. And I will say Marianne, if you are a script writer or copywriter right now and that's the primary focus of your job, like take this as inspiration of like how it can start to grow and what your career could look like when we're talking about what creative strategy is. So there's a lot of synergies that start to come to life here.
Dara Denney: Yeah, and I'd say too, like I have hired copywriters or like people who were copywriters in previous roles as a creative strategist and they were fabulous. So, um, it's a lot of it is just like politics at like the agency or brand that you're at, but like, you know, I've hired a lot of creative strategists and like, I've had amazing ones that started off as copywriters, video editors, traditional creative directors, even creators. There's so many different pathways to this to this current like role. I was a media buyer first and, um, typically I don't see media buyers always make the best creative strategists. Sometimes, maybe that's a hot take, sorry, don't shoot the messenger. But, um, you know, whatever. Yeah. But you know what? I like, I saw someone they were like, these were a little easy and I was like, oh, okay. I just think honestly, creative strategists, like, I I think that there's so much more education, there's, you know, this is one of the roles that I feel like we've just developed so quickly as like an entire group. And like, I feel like people weren't talking about human psychology and levels of awareness and like desires like two years ago. So, like, if you are already thinking about that, like you're ahead. And like, good for you. Like, as it should be.
Evan Lee: That's facts. That is facts. Dara, the next question I see is from Sophie and it's one of the questions that we've actually gotten so much as we've done all of these events.
Screenshot of a question from Sophie Rodgers: "How do you balance metrics with brand values and storytelling?"
Evan Lee: But for everyone here, how do you balance between metrics and brand values and storytelling?
Dara Denney: Oh, yeah, I love this question. Um, because I actually think the general consensus, um, is turning more towards brand right now. Um, I attend a lot of events with Meta and, um, I attended two over the last month, the Meta Agency Summit and the Meta Brand Summit. And the number one term that was brought up over and over again was not performance, wasn't AI, thank God. I was so tired of those. It was culture. And I think that it's really interesting how much brands are now starting to tune into how they are, um, how they are like communicating with culture and how they are becoming a part of that culture. And I think that's a really undefined thing in a way. Like I'm saying culture, like what what does that mean? It's, you know, how people are showing up, how people are coming together on social, especially in the organic sense and, um, how art is like, you know, trans like transforming in in this time. It's, so, but I'll give you a more a more tactical answer too. Like how do I manage brand versus metrics? Like, I think that I'm starting to take the stance too of like making decisions on creative, um, when there isn't necessarily a great, uh, data reason to do so. You need to take bigger swings right now. And one of the most dangerous things that I've seen before is brands getting into this iteration paralysis where all of their creative starts to look like one another in the name of data and in the name of, um, doubling down on their learnings. And that's actually one of the most dangerous places that you can be. So, really being able to be reactive to, um, the platform and being in tune with what's, um, going on in social and in culture, I think is actually one of the bigger softer skills that people need to develop right now.
Evan Lee: 100%. And I will say Marianne, if you are a script writer or copywriter right now and that's the primary focus of your job, like take this as inspiration of like how it can start to grow and what your career could look like when we're talking about what creative strategy is. So there's a lot of synergies that start to come to life here.
Dara Denney: Yeah, and I'd say too, like I have hired copywriters or like people who were copywriters in previous roles as a creative strategist and they were fabulous. So, um, it's a lot of it is just like politics at like the agency or brand that you're at, but like, you know, I've hired a lot of creative strategists and like, I've had amazing ones that started off as copywriters, video editors, traditional creative directors, even creators. There's so many different pathways to this to this current like role. I was a media buyer first and, um, typically I don't see media buyers always make the best creative strategists. Sometimes, maybe that's a hot take, sorry, don't shoot the messenger. But, um, you know, whatever. Yeah. But you know what? I like, I saw someone they were like, these were a little easy and I was like, oh, okay. I just think honestly, creative strategists, like, I I think that there's so much more education, there's, you know, this is one of the roles that I feel like we've just developed so quickly as like an entire group. And like, I feel like people weren't talking about human psychology and levels of awareness and like desires like two years ago. So, like, if you are already thinking about that, like you're ahead. And like, good for you. Like, as it should be.
Evan Lee: That's facts. That is facts. Dara, the next question I see is from Sophie and it's one of the questions that we've actually gotten so much as we've done all of these events.
Screenshot of a question from Sophie Rodgers: "How do you balance metrics with brand values and storytelling?"
Evan Lee: But for everyone here, how do you balance between metrics and brand values and storytelling?
Dara Denney: Oh, yeah, I love this question. Um, because I actually think the general consensus, um, is turning more towards brand right now. Um, I attend a lot of events with Meta and, um, I attended two over the last month, the Meta Agency Summit and the Meta Brand Summit. And the number one term that was brought up over and over again was not performance, wasn't AI, thank God. I was so tired of those. It was culture. And I think that it's really interesting how much brands are now starting to tune into how they are, um, how they are like communicating with culture and how they are becoming a part of that culture. And I think that's a really undefined thing in a way. Like I'm saying culture, like what what does that mean? It's, you know, how people are showing up, how people are coming together on social, especially in the organic sense and, um, how art is like, you know, trans like transforming in in this time. It's, so, but I'll give you a more a more tactical answer too. Like how do I manage brand versus metrics? Like, I think that I'm starting to take the stance too of like making decisions on creative, um, when there isn't necessarily a great, uh, data reason to do so. You need to take bigger swings right now. And one of the most dangerous things that I've seen before is brands getting into this iteration paralysis where all of their creative starts to look like one another in the name of data and in the name of, um, doubling down on their learnings. And that's actually one of the most dangerous places that you can be. So, really being able to be reactive to, um, the platform and being in tune with what's, um, going on in social and in culture, I think is actually one of the bigger softer skills that people need to develop right now.
Evan Lee: 100%. And I will say Marianne, if you are a script writer or copywriter right now and that's the primary focus of your job, like take this as inspiration of like how it can start to grow and what your career could look like when we're talking about what creative strategy is. So there's a lot of synergies that start to come to life here.
Dara Denney: Yeah, and I'd say too, like I have hired copywriters or like people who were copywriters in previous roles as a creative strategist and they were fabulous. So, um, it's a lot of it is just like politics at like the agency or brand that you're at, but like, you know, I've hired a lot of creative strategists and like, I've had amazing ones that started off as copywriters, video editors, traditional creative directors, even creators. There's so many different pathways to this to this current like role. I was a media buyer first and, um, typically I don't see media buyers always make the best creative strategists. Sometimes, maybe that's a hot take, sorry, don't shoot the messenger. But, um, you know, whatever. Yeah. But you know what? I like, I saw someone they were like, these were a little easy and I was like, oh, okay. I just think honestly, creative strategists, like, I I think that there's so much more education, there's, you know, this is one of the roles that I feel like we've just developed so quickly as like an entire group. And like, I feel like people weren't talking about human psychology and levels of awareness and like desires like two years ago. So, like, if you are already thinking about that, like you're ahead. And like, good for you. Like, as it should be.
Evan Lee: That's facts. That is facts. Dara, the next question I see is from Sophie and it's one of the questions that we've actually gotten so much as we've done all of these events.
Screenshot of a question from Sophie Rodgers: "How do you balance metrics with brand values and storytelling?"
Evan Lee: But for everyone here, how do you balance between metrics and brand values and storytelling?
Dara Denney: Oh, yeah, I love this question. Um, because I actually think the general consensus, um, is turning more towards brand right now. Um, I attend a lot of events with Meta and, um, I attended two over the last month, the Meta Agency Summit and the Meta Brand Summit. And the number one term that was brought up over and over again was not performance, wasn't AI, thank God. I was so tired of those. It was culture. And I think that it's really interesting how much brands are now starting to tune into how they are, um, how they are like communicating with culture and how they are becoming a part of that culture. And I think that's a really undefined thing in a way. Like I'm saying culture, like what what does that mean? It's, you know, how people are showing up, how people are coming together on social, especially in the organic sense and, um, how art is like, you know, trans like transforming in in this time. It's, so, but I'll give you a more a more tactical answer too. Like how do I manage brand versus metrics? Like, I think that I'm starting to take the stance too of like making decisions on creative, um, when there isn't necessarily a great, uh, data reason to do so. You need to take bigger swings right now. And one of the most dangerous things that I've seen before is brands getting into this iteration paralysis where all of their creative starts to look like one another in the name of data and in the name of, um, doubling down on their learnings. And that's actually one of the most dangerous places that you can be. So, really being able to be reactive to, um, the platform and being in tune with what's, um, going on in social and in culture, I think is actually one of the bigger softer skills that people need to develop right now.
Evan Lee: 100%. And I will say Marianne, if you are a script writer or copywriter right now and that's the primary focus of your job, like take this as inspiration of like how it can start to grow and what your career could look like when we're talking about what creative strategy is. So there's a lot of synergies that start to come to life here.
Dara Denney: Yeah, and I'd say too, like I have hired copywriters or like people who were copywriters in previous roles as a creative strategist and they were fabulous. So, um, it's a lot of it is just like politics at like the agency or brand that you're at, but like, you know, I've hired a lot of creative strategists and like, I've had amazing ones that started off as copywriters, video editors, traditional creative directors, even creators. There's so many different pathways to this to this current like role. I was a media buyer first and, um, typically I don't see media buyers always make the best creative strategists. Sometimes, maybe that's a hot take, sorry, don't shoot the messenger. But, um, you know, whatever. Yeah. But you know what? I like, I saw someone they were like, these were a little easy and I was like, oh, okay. I just think honestly, creative strategists, like, I I think that there's so much more education, there's, you know, this is one of the roles that I feel like we've just developed so quickly as like an entire group. And like, I feel like people weren't talking about human psychology and levels of awareness and like desires like two years ago. So, like, if you are already thinking about that, like you're ahead. And like, good for you. Like, as it should be.
Evan Lee: That's facts. That is facts. Dara, the next question I see is from Sophie and it's one of the questions that we've actually gotten so much as we've done all of these events.
Screenshot of a question from Sophie Rodgers: "How do you balance metrics with brand values and storytelling?"
Evan Lee: But for everyone here, how do you balance between metrics and brand values and storytelling?
Dara Denney: Oh, yeah, I love this question. Um, because I actually think the general consensus, um, is turning more towards brand right now. Um, I attend a lot of events with Meta and, um, I attended two over the last month, the Meta Agency Summit and the Meta Brand Summit. And the number one term that was brought up over and over again was not performance, wasn't AI, thank God. I was so tired of those. It was culture. And I think that it's really interesting how much brands are now starting to tune into how they are, um, how they are like communicating with culture and how they are becoming a part of that culture. And I think that's a really undefined thing in a way. Like I'm saying culture, like what what does that mean? It's, you know, how people are showing up, how people are coming together on social, especially in the organic sense and, um, how art is like, you know, trans like transforming in in this time. It's, so, but I'll give you a more a more tactical answer too. Like how do I manage brand versus metrics? Like, I think that I'm starting to take the stance too of like making decisions on creative, um, when there isn't necessarily a great, uh, data reason to do so. You need to take bigger swings right now. And one of the most dangerous things that I've seen before is brands getting into this iteration paralysis where all of their creative starts to look like one another in the name of data and in the name of, um, doubling down on their learnings. And that's actually one of the most dangerous places that you can be. So, really being able to be reactive to, um, the platform and being in tune with what's, um, going on in social and in culture, I think is actually one of the bigger softer skills that people need to develop right now.
Evan Lee: 100%. And I will say Marianne, if you are a script writer or copywriter right now and that's the primary focus of your job, like take this as inspiration of like how it can start to grow and what your career could look like when we're talking about what creative strategy is. So there's a lot of synergies that start to come to life here.
Dara Denney: Yeah, and I'd say too, like I have hired copywriters or like people who were copywriters in previous roles as a creative strategist and they were fabulous. So, um, it's a lot of it is just like politics at like the agency or brand that you're at, but like, you know, I've hired a lot of creative strategists and like, I've had amazing ones that started off as copywriters, video editors, traditional creative directors, even creators. There's so many different pathways to this to this current like role. I was a media buyer first and, um, typically I don't see media buyers always make the best creative strategists. Sometimes, maybe that's a hot take, sorry, don't shoot the messenger. But, um, you know, whatever. Yeah. But you know what? I like, I saw someone they were like, these were a little easy and I was like, oh, okay. I just think honestly, creative strategists, like, I I think that there's so much more education, there's, you know, this is one of the roles that I feel like we've just developed so quickly as like an entire group. And like, I feel like people weren't talking about human psychology and levels of awareness and like desires like two years ago. So, like, if you are already thinking about that, like you're ahead. And like, good for you. Like, as it should be.
Evan Lee: That's facts. That is facts. Dara, the next question I see is from Sophie and it's one of the questions that we've actually gotten so much as we've done all of these events.
Screenshot of a question from Sophie Rodgers: "How do you balance metrics with brand values and storytelling?"
Evan Lee: But for everyone here, how do you balance between metrics and brand values and storytelling?
Dara Denney: Oh, yeah, I love this question. Um, because I actually think the general consensus, um, is turning more towards brand right now. Um, I attend a lot of events with Meta and, um, I attended two over the last month, the Meta Agency Summit and the Meta Brand Summit. And the number one term that was brought up over and over again was not performance, wasn't AI, thank God. I was so tired of those. It was culture. And I think that it's really interesting how much brands are now starting to tune into how they are, um, how they are like communicating with culture and how they are becoming a part of that culture. And I think that's a really undefined thing in a way. Like I'm saying culture, like what what does that mean? It's, you know, how people are showing up, how people are coming together on social, especially in the organic sense and, um, how art is like, you know, trans like transforming in in this time. It's, so, but I'll give you a more a more tactical answer too. Like how do I manage brand versus metrics? Like, I think that I'm starting to take the stance too of like making decisions on creative, um, when there isn't necessarily a great, uh, data reason to do so. You need to take bigger swings right now. And one of the most dangerous things that I've seen before is brands getting into this iteration paralysis where all of their creative starts to look like one another in the name of data and in the name of, um, doubling down on their learnings. And that's actually one of the most dangerous places that you can be. So, really being able to be reactive to, um, the platform and being in tune with what's, um, going on in social and in culture, I think is actually one of the bigger softer skills that people need to develop right now.
Evan Lee: 100%. And I will say Marianne, if you are a script writer or copywriter right now and that's the primary focus of your job, like take this as inspiration of like how it can start to grow and what your career could look like when we're talking about what creative strategy is. So there's a lot of synergies that start to come to life here.
Dara Denney: Yeah, and I'd say too, like I have hired copywriters or like people who were copywriters in previous roles as a creative strategist and they were fabulous. So, um, it's a lot of it is just like politics at like the agency or brand that you're at, but like, you know, I've hired a lot of creative strategists and like, I've had amazing ones that started off as copywriters, video editors, traditional creative directors, even creators. There's so many different pathways to this to this current like role. I was a media buyer first and, um, typically I don't see media buyers always make the best creative strategists. Sometimes, maybe that's a hot take, sorry, don't shoot the messenger. But, um, you know, whatever. Yeah. But you know what? I like, I saw someone they were like, these were a little easy and I was like, oh, okay. I just think honestly, creative strategists, like, I I think that there's so much more education, there's, you know, this is one of the roles that I feel like we've just developed so quickly as like an entire group. And like, I feel like people weren't talking about human psychology and levels of awareness and like desires like two years ago. So, like, if you are already thinking about that, like you're ahead. And like, good for you. Like, as it should be.
Evan Lee: That's facts. That is facts. Dara, the next question I see is from Sophie and it's one of the questions that we've actually gotten so much as we've done all of these events.
Screenshot of a question from Sophie Rodgers: "How do you balance metrics with brand values and storytelling?"
Evan Lee: But for everyone here, how do you balance between metrics and brand values and storytelling?
Dara Denney: Oh, yeah, I love this question. Um, because I actually think the general consensus, um, is turning more towards brand right now. Um, I attend a lot of events with Meta and, um, I attended two over the last month, the Meta Agency Summit and the Meta Brand Summit. And the number one term that was brought up over and over again was not performance, wasn't AI, thank God. I was so tired of those. It was culture. And I think that it's really interesting how much brands are now starting to tune into how they are, um, how they are like communicating with culture and how they are becoming a part of that culture. And I think that's a really undefined thing in a way. Like I'm saying culture, like what what does that mean? It's, you know, how people are showing up, how people are coming together on social, especially in the organic sense and, um, how art is like, you know, trans like transforming in in this time. It's, so, but I'll give you a more a more tactical answer too. Like how do I manage brand versus metrics? Like, I think that I'm starting to take the stance too of like making decisions on creative, um, when there isn't necessarily a great, uh, data reason to do so. You need to take bigger swings right now. And one of the most dangerous things that I've seen before is brands getting into this iteration paralysis where all of their creative starts to look like one another in the name of data and in the name of, um, doubling down on their learnings. And that's actually one of the most dangerous places that you can be. So, really being able to be reactive to, um, the platform and being in tune with what's, um, going on in social and in culture, I think is actually one of the bigger softer skills that people need to develop right now.
Evan Lee: 100%. And I will say Marianne, if you are a script writer or copywriter right now and that's the primary focus of your job, like take this as inspiration of like how it can start to grow and what your career could look like when we're talking about what creative strategy is. So there's a lot of synergies that start to come to life here.
Dara Denney: Yeah, and I'd say too, like I have hired copywriters or like people who were copywriters in previous roles as a creative strategist and they were fabulous. So, um, it's a lot of it is just like politics at like the agency or brand that you're at, but like, you know, I've hired a lot of creative strategists and like, I've had amazing ones that started off as copywriters, video editors, traditional creative directors, even creators. There's so many different pathways to this to this current like role. I was a media buyer first and, um, typically I don't see media buyers always make the best creative strategists. Sometimes, maybe that's a hot take, sorry, don't shoot the messenger. But, um, you know, whatever. Yeah. But you know what? I like, I saw someone they were like, these were a little easy and I was like, oh, okay. I just think honestly, creative strategists, like, I I think that there's so much more education, there's, you know, this is one of the roles that I feel like we've just developed so quickly as like an entire group. And like, I feel like people weren't talking about human psychology and levels of awareness and like desires like two years ago. So, like, if you are already thinking about that, like you're ahead. And like, good for you. Like, as it should be.
Evan Lee: That's facts. That is facts. Dara, the next question I see is from Sophie and it's one of the questions that we've actually gotten so much as we've done all of these events.
Screenshot of a question from Sophie Rodgers: "How do you balance metrics with brand values and storytelling?"
Evan Lee: But for everyone here, how do you balance between metrics and brand values and storytelling?
Dara Denney: Oh, yeah, I love this question. Um, because I actually think the general consensus, um, is turning more towards brand right now. Um, I attend a lot of events with Meta and, um, I attended two over the last month, the Meta Agency Summit and the Meta Brand Summit. And the number one term that was brought up over and over again was not performance, wasn't AI, thank God. I was so tired of those. It was culture. And I think that it's really interesting how much brands are now starting to tune into how they are, um, how they are like communicating with culture and how they are becoming a part of that culture. And I think that's a really undefined thing in a way. Like I'm saying culture, like what what does that mean? It's, you know, how people are showing up, how people are coming together on social, especially in the organic sense and, um, how art is like, you know, trans like transforming in in this time. It's, so, but I'll give you a more a more tactical answer too. Like how do I manage brand versus metrics? Like, I think that I'm starting to take the stance too of like making decisions on creative, um, when there isn't necessarily a great, uh, data reason to do so. You need to take bigger swings right now. And one of the most dangerous things that I've seen before is brands getting into this iteration paralysis where all of their creative starts to look like one another in the name of data and in the name of, um, doubling down on their learnings. And that's actually one of the most dangerous places that you can be. So, really being able to be reactive to, um, the platform and being in tune with what's, um, going on in social and in culture, I think is actually one of the bigger softer skills that people need to develop right now.
Evan Lee: 100%. And I will say Marianne, if you are a script writer or copywriter right now and that's the primary focus of your job, like take this as inspiration of like how it can start to grow and what your career could look like when we're talking about what creative strategy is. So there's a lot of synergies that start to come to life here.
Dara Denney: Yeah, and I'd say too, like I have hired copywriters or like people who were copywriters in previous roles as a creative strategist and they were fabulous. So, um, it's a lot of it is just like politics at like the agency or brand that you're at, but like, you know, I've hired a lot of creative strategists and like, I've had amazing ones that started off as copywriters, video editors, traditional creative directors, even creators. There's so many different pathways to this to this current like role. I was a media buyer first and, um, typically I don't see media buyers always make the best creative strategists. Sometimes, maybe that's a hot take, sorry, don't shoot the messenger. But, um, you know, whatever. Yeah. But you know what? I like, I saw someone they were like, these were a little easy and I was like, oh, okay. I just think honestly, creative strategists, like, I I think that there's so much more education, there's, you know, this is one of the roles that I feel like we've just developed so quickly as like an entire group. And like, I feel like people weren't talking about human psychology and levels of awareness and like desires like two years ago. So, like, if you are already thinking about that, like you're ahead. And like, good for you. Like, as it should be.
Evan Lee: That's facts. That is facts. Dara, the next question I see is from Sophie and it's one of the questions that we've actually gotten so much as we've done all of these events.
Screenshot of a question from Sophie Rodgers: "How do you balance metrics with brand values and storytelling?"
Evan Lee: But for everyone here, how do you balance between metrics and brand values and storytelling?
Dara Denney: Oh, yeah, I love this question. Um, because I actually think the general consensus, um, is turning more towards brand right now. Um, I attend a lot of events with Meta and, um, I attended two over the last month, the Meta Agency Summit and the Meta Brand Summit. And the number one term that was brought up over and over again was not performance, wasn't AI, thank God. I was so tired of those. It was culture. And I think that it's really interesting how much brands are now starting to tune into how they are, um, how they are like communicating with culture and how they are becoming a part of that culture. And I think that's a really undefined thing in a way. Like I'm saying culture, like what what does that mean? It's, you know, how people are showing up, how people are coming together on social, especially in the organic sense and, um, how art is like, you know, trans like transforming in in this time. It's, so, but I'll give you a more a more tactical answer too. Like how do I manage brand versus metrics? Like, I think that I'm starting to take the stance too of like making decisions on creative, um, when there isn't necessarily a great, uh, data reason to do so. You need to take bigger swings right now. And one of the most dangerous things that I've seen before is brands getting into this iteration paralysis where all of their creative starts to look like one another in the name of data and in the name of, um, doubling down on their learnings. And that's actually one of the most dangerous places that you can be. So, really being able to be reactive to, um, the platform and being in tune with what's, um, going on in social and in culture, I think is actually one of the bigger softer skills that people need to develop right now.
Evan Lee: 100%. And I will say Marianne, if you are a script writer or copywriter right now and that's the primary focus of your job, like take this as inspiration of like how it can start to grow and what your career could look like when we're talking about what creative strategy is. So there's a lot of synergies that start to come to life here.
Dara Denney: Yeah, and I'd say too, like I have hired copywriters or like people who were copywriters in previous roles as a creative strategist and they were fabulous. So, um, it's a lot of it is just like politics at like the agency or brand that you're at, but like, you know, I've hired a lot of creative strategists and like, I've had amazing ones that started off as copywriters, video editors, traditional creative directors, even creators. There's so many different pathways to this to this current like role. I was a media buyer first and, um, typically I don't see media buyers always make the best creative strategists. Sometimes, maybe that's a hot take, sorry, don't shoot the messenger. But, um, you know, whatever. Yeah. But you know what? I like, I saw someone they were like, these were a little easy and I was like, oh, okay. I just think honestly, creative strategists, like, I I think that there's so much more education, there's, you know, this is one of the roles that I feel like we've just developed so quickly as like an entire group. And like, I feel like people weren't talking about human psychology and levels of awareness and like desires like two years ago. So, like, if you are already thinking about that, like you're ahead. And like, good for you. Like, as it should be.
Evan Lee: That's facts. That is facts. Dara, the next question I see is from Sophie and it's one of the questions that we've actually gotten so much as we've done all of these events.
Screenshot of a question from Sophie Rodgers: "How do you balance metrics with brand values and storytelling?"
Evan Lee: But for everyone here, how do you balance between metrics and brand values and storytelling?
Dara Denney: Oh, yeah, I love this question. Um, because I actually think the general consensus, um, is turning more towards brand right now. Um, I attend a lot of events with Meta and, um, I attended two over the last month, the Meta Agency Summit and the Meta Brand Summit. And the number one term that was brought up over and over again was not performance, wasn't AI, thank God. I was so tired of those. It was culture. And I think that it's really interesting how much brands are now starting to tune into how they are, um, how they are like communicating with culture and how they are becoming a part of that culture. And I think that's a really undefined thing in a way. Like I'm saying culture, like what what does that mean? It's, you know, how people are showing up, how people are coming together on social, especially in the organic sense and, um, how art is like, you know, trans like transforming in in this time. It's, so, but I'll give you a more a more tactical answer too. Like how do I manage brand versus metrics? Like, I think that I'm starting to take the stance too of like making decisions on creative, um, when there isn't necessarily a great, uh, data reason to do so. You need to take bigger swings right now. And one of the most dangerous things that I've seen before is brands getting into this iteration paralysis where all of their creative starts to look like one another in the name of data and in the name of, um, doubling down on their learnings. And that's actually one of the most dangerous places that you can be. So, really being able to be reactive to, um, the platform and being in tune with what's, um, going on in social and in culture, I think is actually one of the bigger softer skills that people need to develop right now.
Evan Lee: 100%. And I will say Marianne, if you are a script writer or copywriter right now and that's the primary focus of your job, like take this as inspiration of like how it can start to grow and what your career could look like when we're talking about what creative strategy is. So there's a lot of synergies that start to come to life here.
Dara Denney: Yeah, and I'd say too, like I have hired copywriters or like people who were copywriters in previous roles as a creative strategist and they were fabulous. So, um, it's a lot of it is just like politics at like the agency or brand that you're at, but like, you know, I've hired a lot of creative strategists and like, I've had amazing ones that started off as copywriters, video editors, traditional creative directors, even creators. There's so many different pathways to this to this current like role. I was a media buyer first and, um, typically I don't see media buyers always make the best creative strategists. Sometimes, maybe that's a hot take, sorry, don't shoot the messenger. But, um, you know, whatever. Yeah. But you know what? I like, I saw someone they were like, these were a little easy and I was like, oh, okay. I just think honestly, creative strategists, like, I I think that there's so much more education, there's, you know, this is one of the roles that I feel like we've just developed so quickly as like an entire group. And like, I feel like people weren't talking about human psychology and levels of awareness and like desires like two years ago. So, like, if you are already thinking about that, like you're ahead. And like, good for you. Like, as it should be.
Evan Lee: That's facts. That is facts. Dara, the next question I see is from Sophie and it's one of the questions that we've actually gotten so much as we've done all of these events.
Screenshot of a question from Sophie Rodgers: "How do you balance metrics with brand values and storytelling?"
Evan Lee: But for everyone here, how do you balance between metrics and brand values and storytelling?
Dara Denney: Oh, yeah, I love this question. Um, because I actually think the general consensus, um, is turning more towards brand right now. Um, I attend a lot of events with Meta and, um, I attended two over the last month, the Meta Agency Summit and the Meta Brand Summit. And the number one term that was brought up over and over again was not performance, wasn't AI, thank God. I was so tired of those. It was culture. And I think that it's really interesting how much brands are now starting to tune into how they are, um, how they are like communicating with culture and how they are becoming a part of that culture. And I think that's a really undefined thing in a way. Like I'm saying culture, like what what does that mean? It's, you know, how people are showing up, how people are coming together on social, especially in the organic sense and, um, how art is like, you know, trans like transforming in in this time. It's, so, but I'll give you a more a more tactical answer too. Like how do I manage brand versus metrics? Like, I think that I'm starting to take the stance too of like making decisions on creative, um, when there isn't necessarily a great, uh, data reason to do so. You need to take bigger swings right now. And one of the most dangerous things that I've seen before is brands getting into this iteration paralysis where all of their creative starts to look like one another in the name of data and in the name of, um, doubling down on their learnings. And that's actually one of the most dangerous places that you can be. So, really being able to be reactive to, um, the platform and being in tune with what's, um, going on in social and in culture, I think is actually one of the bigger softer skills that people need to develop right now.
Evan Lee: 100%. And I will say Marianne, if you are a script writer or copywriter right now and that's the primary focus of your job, like take this as inspiration of like how it can start to grow and what your career could look like when we're talking about what creative strategy is. So there's a lot of synergies that start to come to life here.
Dara Denney: Yeah, and I'd say too, like I have hired copywriters or like people who were copywriters in previous roles as a creative strategist and they were fabulous. So, um, it's a lot of it is just like politics at like the agency or brand that you're at, but like, you know, I've hired a lot of creative strategists and like, I've had amazing ones that started off as copywriters, video editors, traditional creative directors, even creators. There's so many different pathways to this to this current like role. I was a media buyer first and, um, typically I don't see media buyers always make the best creative strategists. Sometimes, maybe that's a hot take, sorry, don't shoot the messenger. But, um, you know, whatever. Yeah. But you know what? I like, I saw someone they were like, these were a little easy and I was like, oh, okay. I just think honestly, creative strategists, like, I I think that there's so much more education, there's, you know, this is one of the roles that I feel like we've just developed so quickly as like an entire group. And like, I feel like people weren't talking about human psychology and levels of awareness and like desires like two years ago. So, like, if you are already thinking about that, like you're ahead. And like, good for you. Like, as it should be.
Evan Lee: That's facts. That is facts. Dara, the next question I see is from Sophie and it's one of the questions that we've actually gotten so much as we've done all of these events.
Screenshot of a question from Sophie Rodgers: "How do you balance metrics with brand values and storytelling?"
Evan Lee: But for everyone here, how do you balance between metrics and brand values and storytelling?
Dara Denney: Oh, yeah, I love this question. Um, because I actually think the general consensus, um, is turning more towards brand right now. Um, I attend a lot of events with Meta and, um, I attended two over the last month, the Meta Agency Summit and the Meta Brand Summit. And the number one term that was brought up over and over again was not performance, wasn't AI, thank God. I was so tired of those. It was culture. And I think that it's really interesting how much brands are now starting to tune into how they are, um, how they are like communicating with culture and how they are becoming a part of that culture. And I think that's a really undefined thing in a way. Like I'm saying culture, like what what does that mean? It's, you know, how people are showing up, how people are coming together on social, especially in the organic sense and, um, how art is like, you know, trans like transforming in in this time. It's, so, but I'll give you a more a more tactical answer too. Like how do I manage brand versus metrics? Like, I think that I'm starting to take the stance too of like making decisions on creative, um, when there isn't necessarily a great, uh, data reason to do so. You need to take bigger swings right now. And one of the most dangerous things that I've seen before is brands getting into this iteration paralysis where all of their creative starts to look like one another in the name of data and in the name of, um, doubling down on their learnings. And that's actually one of the most dangerous places that you can be. So, really being able to be reactive to, um, the platform and being in tune with what's, um, going on in social and in culture, I think is actually one of the bigger softer skills that people need to develop right now.
Evan Lee: 100%. And I will say Marianne, if you are a script writer or copywriter right now and that's the primary focus of your job, like take this as inspiration of like how it can start to grow and what your career could look like when we're talking about what creative strategy is. So there's a lot of synergies that start to come to life here.
Dara Denney: Yeah, and I'd say too, like I have hired copywriters or like people who were copywriters in previous roles as a creative strategist and they were fabulous. So, um, it's a lot of it is just like politics at like the agency or brand that you're at, but like, you know, I've hired a lot of creative strategists and like, I've had amazing ones that started off as copywriters, video editors, traditional creative directors, even creators. There's so many different pathways to this to this current like role. I was a media buyer first and, um, typically I don't see media buyers always make the best creative strategists. Sometimes, maybe that's a hot take, sorry, don't shoot the messenger. But, um, you know, whatever. Yeah. But you know what? I like, I saw someone they were like, these were a little easy and I was like, oh, okay. I just think honestly, creative strategists, like, I I think that there's so much more education, there's, you know, this is one of the roles that I feel like we've just developed so quickly as like an entire group. And like, I feel like people weren't talking about human psychology and levels of awareness and like desires like two years ago. So, like, if you are already thinking about that, like you're ahead. And like, good for you. Like, as it should be.
Evan Lee: That's facts. That is facts. Dara, the next question I see is from Sophie and it's one of the questions that we've actually gotten so much as we've done all of these events.
Screenshot of a question from Sophie Rodgers: "How do you balance metrics with brand values and storytelling?"
Evan Lee: But for everyone here, how do you balance between metrics and brand values and storytelling?
Dara Denney: Oh, yeah, I love this question. Um, because I actually think the general consensus, um, is turning more towards brand right now. Um, I attend a lot of events with Meta and, um, I attended two over the last month, the Meta Agency Summit and the Meta Brand Summit. And the number one term that was brought up over and over again was not performance, wasn't AI, thank God. I was so tired of those. It was culture. And I think that it's really interesting how much brands are now starting to tune into how they are, um, how they are like communicating with culture and how they are becoming a part of that culture. And I think that's a really undefined thing in a way. Like I'm saying culture, like what what does that mean? It's, you know, how people are showing up, how people are coming together on social, especially in the organic sense and, um, how art is like, you know, trans like transforming in in this time. It's, so, but I'll give you a more a more tactical answer too. Like how do I manage brand versus metrics? Like, I think that I'm starting to take the stance too of like making decisions on creative, um, when there isn't necessarily a great, uh, data reason to do so. You need to take bigger swings right now. And one of the most dangerous things that I've seen before is brands getting into this iteration paralysis where all of their creative starts to look like one another in the name of data and in the name of, um, doubling down on their learnings. And that's actually one of the most dangerous places that you can be. So, really being able to be reactive to, um, the platform and being in tune with what's, um, going on in social and in culture, I think is actually one of the bigger softer skills that people need to develop right now.
Evan Lee: 100%. And I will say Marianne, if you are a script writer or copywriter right now and that's the primary focus of your job, like take this as inspiration of like how it can start to grow and what your career could look like when we're talking about what creative strategy is. So there's a lot of synergies that start to come to life here.
Dara Denney: Yeah, and I'd say too, like I have hired copywriters or like people who were copywriters in previous roles as a creative strategist and they were fabulous. So, um, it's a lot of it is just like politics at like the agency or brand that you're at, but like, you know, I've hired a lot of creative strategists and like, I've had amazing ones that started off as copywriters, video editors, traditional creative directors, even creators. There's so many different pathways to this to this current like role. I was a media buyer first and, um, typically I don't see media buyers always make the best creative strategists. Sometimes, maybe that's a hot take, sorry, don't shoot the messenger. But, um, you know, whatever. Yeah. But you know what? I like, I saw someone they were like, these were a little easy and I was like, oh, okay. I just think honestly, creative strategists, like, I I think that there's so much more education, there's, you know, this is one of the roles that I feel like we've just developed so quickly as like an entire group. And like, I feel like people weren't talking about human psychology and levels of awareness and like desires like two years ago. So, like, if you are already thinking about that, like you're ahead. And like, good for you. Like, as it should be.
Evan Lee: That's facts. That is facts. Dara, the next question I see is from Sophie and it's one of the questions that we've actually gotten so much as we've done all of these events.
Screenshot of a question from Sophie Rodgers: "How do you balance metrics with brand values and storytelling?"
Evan Lee: But for everyone here, how do you balance between metrics and brand values and storytelling?
Dara Denney: Oh, yeah, I love this question. Um, because I actually think the general consensus, um, is turning more towards brand right now. Um, I attend a lot of events with Meta and, um, I attended two over the last month, the Meta Agency Summit and the Meta Brand Summit. And the number one term that was brought up over and over again was not performance, wasn't AI, thank God. I was so tired of those. It was culture. And I think that it's really interesting how much brands are now starting to tune into how they are, um, how they are like communicating with culture and how they are becoming a part of that culture. And I think that's a really undefined thing in a way. Like I'm saying culture, like what what does that mean? It's, you know, how people are showing up, how people are coming together on social, especially in the organic sense and, um, how art is like, you know, trans like transforming in in this time. It's, so, but I'll give you a more a more tactical answer too. Like how do I manage brand versus metrics? Like, I think that I'm starting to take the stance too of like making decisions on creative, um, when there isn't necessarily a great, uh, data reason to do so. You need to take bigger swings right now. And one of the most dangerous things that I've seen before is brands getting into this iteration paralysis where all of their creative starts to look like one another in the name of data and in the name of, um, doubling down on their learnings. And that's actually one of the most dangerous places that you can be. So, really being able to be reactive to, um, the platform and being in tune with what's, um, going on in social and in culture, I think is actually one of the bigger softer skills that people need to develop right now.
Evan Lee: 100%. And I will say Marianne, if you are a script writer or copywriter right now and that's the primary focus of your job, like take this as inspiration of like how it can start to grow and what your career could look like when we're talking about what creative strategy is. So there's a lot of synergies that start to come to life here.
Dara Denney: Yeah, and I'd say too, like I have hired copywriters or like people who were copywriters in previous roles as a creative strategist and they were fabulous. So, um, it's a lot of it is just like politics at like the agency or brand that you're at, but like, you know, I've hired a lot of creative strategists and like, I've had amazing ones that started off as copywriters, video editors, traditional creative directors, even creators. There's so many different pathways to this to this current like role. I was a media buyer first and, um, typically I don't see media buyers always make the best creative strategists. Sometimes, maybe that's a hot take, sorry, don't shoot the messenger. But, um, you know, whatever. Yeah. But you know what? I like, I saw someone they were like, these were a little easy and I was like, oh, okay. I just think honestly, creative strategists, like, I I think that there's so much more education, there's, you know, this is one of the roles that I feel like we've just developed so quickly as like an entire group. And like, I feel like people weren't talking about human psychology and levels of awareness and like desires like two years ago. So, like, if you are already thinking about that, like you're ahead. And like, good for you. Like, as it should be.
Evan Lee: That's facts. That is facts. Dara, the next question I see is from Sophie and it's one of the questions that we've actually gotten so much as we've done all of these events.
Screenshot of a question from Sophie Rodgers: "How do you balance metrics with brand values and storytelling?"
Evan Lee: But for everyone here, how do you balance between metrics and brand values and storytelling?
Dara Denney: Oh, yeah, I love this question. Um, because I actually think the general consensus, um, is turning more towards brand right now. Um, I attend a lot of events with Meta and, um, I attended two over the last month, the Meta Agency Summit and the Meta Brand Summit. And the number one term that was brought up over and over again was not performance, wasn't AI, thank God. I was so tired of those. It was culture. And I think that it's really interesting how much brands are now starting to tune into how they are, um, how they are like communicating with culture and how they are becoming a part of that culture. And I think that's a really undefined thing in a way. Like I'm saying culture, like what what does that mean? It's, you know, how people are showing up, how people are coming together on social, especially in the organic sense and, um, how art is like, you know, trans like transforming in in this time. It's, so, but I'll give you a more a more tactical answer too. Like how do I manage brand versus metrics? Like, I think that I'm starting to take the stance too of like making decisions on creative, um, when there isn't necessarily a great, uh, data reason to do so. You need to take bigger swings right now. And one of the most dangerous things that I've seen before is brands getting into this iteration paralysis where all of their creative starts to look like one another in the name of data and in the name of, um, doubling down on their learnings. And that's actually one of the most dangerous places that you can be. So, really being able to be reactive to, um, the platform and being in tune with what's, um, going on in social and in culture, I think is actually one of the bigger softer skills that people need to develop right now.
Evan Lee: 100%. And I will say Marianne, if you are a script writer or copywriter right now and that's the primary focus of your job, like take this as inspiration of like how it can start to grow and what your career could look like when we're talking about what creative strategy is. So there's a lot of synergies that start to come to life here.
Dara Denney: Yeah, and I'd say too, like I have hired copywriters or like people who were copywriters in previous roles as a creative strategist and they were fabulous. So, um, it's a lot of it is just like politics at like the agency or brand that you're at, but like, you know, I've hired a lot of creative strategists and like, I've had amazing ones that started off as copywriters, video editors, traditional creative directors, even creators. There's so many different pathways to this to this current like role. I was a media buyer first and, um, typically I don't see media buyers always make the best creative strategists. Sometimes, maybe that's a hot take, sorry, don't shoot the messenger. But, um, you know, whatever. Yeah. But you know what? I like, I saw someone they were like, these were a little easy and I was like, oh, okay. I just think honestly, creative strategists, like, I I think that there's so much more education, there's, you know, this is one of the roles that I feel like we've just developed so quickly as like an entire group. And like, I feel like people weren't talking about human psychology and levels of awareness and like desires like two years ago. So, like, if you are already thinking about that, like you're ahead. And like, good for you. Like, as it should be.
Evan Lee: That's facts. That is facts. Dara, the next question I see is from Sophie and it's one of the questions that we've actually gotten so much as we've done all of these events.
Screenshot of a question from Sophie Rodgers: "How do you balance metrics with brand values and storytelling?"
Evan Lee: But for everyone here, how do you balance between metrics and brand values and storytelling?
Dara Denney: Oh, yeah, I love this question. Um, because I actually think the general consensus, um, is turning more towards brand right now. Um, I attend a lot of events with Meta and, um, I attended two over the last month, the Meta Agency Summit and the Meta Brand Summit. And the number one term that was brought up over and over again was not performance, wasn't AI, thank God. I was so tired of those. It was culture. And I think that it's really interesting how much brands are now starting to tune into how they are, um, how they are like communicating with culture and how they are becoming a part of that culture. And I think that's a really undefined thing in a way. Like I'm saying culture, like what what does that mean? It's, you know, how people are showing up, how people are coming together on social, especially in the organic sense and, um, how art is like, you know, trans like transforming in in this time. It's, so, but I'll give you a more a more tactical answer too. Like how do I manage brand versus metrics? Like, I think that I'm starting to take the stance too of like making decisions on creative, um, when there isn't necessarily a great, uh, data reason to do so. You need to take bigger swings right now. And one of the most dangerous things that I've seen before is brands getting into this iteration paralysis where all of their creative starts to look like one another in the name of data and in the name of, um, doubling down on their learnings. And that's actually one of the most dangerous places that you can be. So, really being able to be reactive to, um, the platform and being in tune with what's, um, going on in social and in culture, I think is actually one of the bigger softer skills that people need to develop right now.
Evan Lee: 100%. And I will say Marianne, if you are a script writer or copywriter right now and that's the primary focus of your job, like take this as inspiration of like how it can start to grow and what your career could look like when we're talking about what creative strategy is. So there's a lot of synergies that start to come to life here.
Dara Denney: Yeah, and I'd say too, like I have hired copywriters or like people who were copywriters in previous roles as a creative strategist and they were fabulous. So, um, it's a lot of it is just like politics at like the agency or brand that you're at, but like, you know, I've hired a lot of creative strategists and like, I've had amazing ones that started off as copywriters, video editors, traditional creative directors, even creators. There's so many different pathways to this to this current like role. I was a media buyer first and, um, typically I don't see media buyers always make the best creative strategists. Sometimes, maybe that's a hot take, sorry, don't shoot the messenger. But, um, you know, whatever. Yeah. But you know what? I like, I saw someone they were like, these were a little easy and I was like, oh, okay. I just think honestly, creative strategists, like, I I think that there's so much more education, there's, you know, this is one of the roles that I feel like we've just developed so quickly as like an entire group. And like, I feel like people weren't talking about human psychology and levels of awareness and like desires like two years ago. So, like, if you are already thinking about that, like you're ahead. And like, good for you. Like, as it should be.
Evan Lee: That's facts. That is facts. Dara, the next question I see is from Sophie and it's one of the questions that we've actually gotten so much as we've done all of these events.
Screenshot of a question from Sophie Rodgers: "How do you balance metrics with brand values and storytelling?"
Evan Lee: But for everyone here, how do you balance between metrics and brand values and storytelling?
Dara Denney: Oh, yeah, I love this question. Um, because I actually think the general consensus, um, is turning more towards brand right now. Um, I attend a lot of events with Meta and, um, I attended two over the last month, the Meta Agency Summit and the Meta Brand Summit. And the number one term that was brought up over and over again was not performance, wasn't AI, thank God. I was so tired of those. It was culture. And I think that it's really interesting how much brands are now starting to tune into how they are, um, how they are like communicating with culture and how they are becoming a part of that culture. And I think that's a really undefined thing in a way. Like I'm saying culture, like what what does that mean? It's, you know, how people are showing up, how people are coming together on social, especially in the organic sense and, um, how art is like, you know, trans like transforming in in this time. It's, so, but I'll give you a more a more tactical answer too. Like how do I manage brand versus metrics? Like, I think that I'm starting to take the stance too of like making decisions on creative, um, when there isn't necessarily a great, uh, data reason to do so. You need to take bigger swings right now. And one of the most dangerous things that I've seen before is brands getting into this iteration paralysis where all of their creative starts to look like one another in the name of data and in the name of, um, doubling down on their learnings. And that's actually one of the most dangerous places that you can be. So, really being able to be reactive to, um, the platform and being in tune with what's, um, going on in social and in culture, I think is actually one of the bigger softer skills that people need to develop right now.
Evan Lee: 100%. And I will say Marianne, if you are a script writer or copywriter right now and that's the primary focus of your job, like take this as inspiration of like how it can start to grow and what your career could look like when we're talking about what creative strategy is. So there's a lot of synergies that start to come to life here.
Dara Denney: Yeah, and I'd say too, like I have hired copywriters or like people who were copywriters in previous roles as a creative strategist and they were fabulous. So, um, it's a lot of it is just like politics at like the agency or brand that you're at, but like, you know, I've hired a lot of creative strategists and like, I've had amazing ones that started off as copywriters, video editors, traditional creative directors, even creators. There's so many different pathways to this to this current like role. I was a media buyer first and, um, typically I don't see media buyers always make the best creative strategists. Sometimes, maybe that's a hot take, sorry, don't shoot the messenger. But, um, you know, whatever. Yeah. But you know what? I like, I saw someone they were like, these were a little easy and I was like, oh, okay. I just think honestly, creative strategists, like, I I think that there's so much more education, there's, you know, this is one of the roles that I feel like we've just developed so quickly as like an entire group. And like, I feel like people weren't talking about human psychology and levels of awareness and like desires like two years ago. So, like, if you are already thinking about that, like you're ahead. And like, good for you. Like, as it should be.
Evan Lee: That's facts. That is facts. Dara, the next question I see is from Sophie and it's one of the questions that we've actually gotten so much as we've done all of these events.
Screenshot of a question from Sophie Rodgers: "How do you balance metrics with brand values and storytelling?"
Evan Lee: But for everyone here, how do you balance between metrics and brand values and storytelling?
Dara Denney: Oh, yeah, I love this question. Um, because I actually think the general consensus, um, is turning more towards brand right now. Um, I attend a lot of events with Meta and, um, I attended two over the last month, the Meta Agency Summit and the Meta Brand Summit. And the number one term that was brought up over and over again was not performance, wasn't AI, thank God. I was so tired of those. It was culture. And I think that it's really interesting how much brands are now starting to tune into how they are, um, how they are like communicating with culture and how they are becoming a part of that culture. And I think that's a really undefined thing in a way. Like I'm saying culture, like what what does that mean? It's, you know, how people are showing up, how people are coming together on social, especially in the organic sense and, um, how art is like, you know, trans like transforming in in this time. It's, so, but I'll give you a more a more tactical answer too. Like how do I manage brand versus metrics? Like, I think that I'm starting to take the stance too of like making decisions on creative, um, when there isn't necessarily a great, uh, data reason to do so. You need to take bigger swings right now. And one of the most dangerous things that I've seen before is brands getting into this iteration paralysis where all of their creative starts to look like one another in the name of data and in the name of, um, doubling down on their learnings. And that's actually one of the most dangerous places that you can be. So, really being able to be reactive to, um, the platform and being in tune with what's, um, going on in social and in culture, I think is actually one of the bigger softer skills that people need to develop right now.
Evan Lee: 100%. And I will say Marianne, if you are a script writer or copywriter right now and that's the primary focus of your job, like take this as inspiration of like how it can start to grow and what your career could look like when we're talking about what creative strategy is. So there's a lot of synergies that start to come to life here.
Dara Denney: Yeah, and I'd say too, like I have hired copywriters or like people who were copywriters in previous roles as a creative strategist and they were fabulous. So, um, it's a lot of it is just like politics at like the agency or brand that you're at, but like, you know, I've hired a lot of creative strategists and like, I've had amazing ones that started off as copywriters, video editors, traditional creative directors, even creators. There's so many different pathways to this to this current like role. I was a media buyer first and, um, typically I don't see media buyers always make the best creative strategists. Sometimes, maybe that's a hot take, sorry, don't shoot the messenger. But, um, you know, whatever. Yeah. But you know what? I like, I saw someone they were like, these were a little easy and I was like, oh, okay. I just think honestly, creative strategists, like, I I think that there's so much more education, there's, you know, this is one of the roles that I feel like we've just developed so quickly as like an entire group. And like, I feel like people weren't talking about human psychology and levels of awareness and like desires like two years ago. So, like, if you are already thinking about that, like you're ahead. And like, good for you. Like, as it should be.
Evan Lee: That's facts. That is facts. Dara, the next question I see is from Sophie and it's one of the questions that we've actually gotten so much as we've done all of these events.
Screenshot of a question from Sophie Rodgers: "How do you balance metrics with brand values and storytelling?"
Evan Lee: But for everyone here, how do you balance between metrics and brand values and storytelling?
Dara Denney: Oh, yeah, I love this question. Um, because I actually think the general consensus, um, is turning more towards brand right now. Um, I attend a lot of events with Meta and, um, I attended two over the last month, the Meta Agency Summit and the Meta Brand Summit. And the number one term that was brought up over and over again was not performance, wasn't AI, thank God. I was so tired of those. It was culture. And I think that it's really interesting how much brands are now starting to tune into how they are, um, how they are like communicating with culture and how they are becoming a part of that culture. And I think that's a really undefined thing in a way. Like I'm saying culture, like what what does that mean? It's, you know, how people are showing up, how people are coming together on social, especially in the organic sense and, um, how art is like, you know, trans like transforming in in this time. It's, so, but I'll give you a more a more tactical answer too. Like how do I manage brand versus metrics? Like, I think that I'm starting to take the stance too of like making decisions on creative, um, when there isn't necessarily a great, uh, data reason to do so. You need to take bigger swings right now. And one of the most dangerous things that I've seen before is brands getting into this iteration paralysis where all of their creative starts to look like one another in the name of data and in the name of, um, doubling down on their learnings. And that's actually one of the most dangerous places that you can be. So, really being able to be reactive to, um, the platform and being in tune with what's, um, going on in social and in culture, I think is actually one of the bigger softer skills that people need to develop right now.
Evan Lee: 100%. And I will say Marianne, if you are a script writer or copywriter right now and that's the primary focus of your job, like take this as inspiration of like how it can start to grow and what your career could look like when we're talking about what creative strategy is. So there's a lot of synergies that start to come to life here.
Dara Denney: Yeah, and I'd say too, like I have hired copywriters or like people who were copywriters in previous roles as a creative strategist and they were fabulous. So, um, it's a lot of it is just like politics at like the agency or brand that you're at, but like, you know, I've hired a lot of creative strategists and like, I've had amazing ones that started off as copywriters, video editors, traditional creative directors, even creators. There's so many different pathways to this to this current like role. I was a media buyer first and, um, typically I don't see media buyers always make the best creative strategists. Sometimes, maybe that's a hot take, sorry, don't shoot the messenger. But, um, you know, whatever. Yeah. But you know what? I like, I saw someone they were like, these were a little easy and I was like, oh, okay. I just think honestly, creative strategists, like, I I think that there's so much more education, there's, you know, this is one of the roles that I feel like we've just developed so quickly as like an entire group. And like, I feel like people weren't talking about human psychology and levels of awareness and like desires like two years ago. So, like, if you are already thinking about that, like you're ahead. And like, good for you. Like, as it should be.
Evan Lee: That's facts. That is facts. Dara, the next question I see is from Sophie and it's one of the questions that we've actually gotten so much as we've done all of these events.
Screenshot of a question from Sophie Rodgers: "How do you balance metrics with brand values and storytelling?"
Evan Lee: But for everyone here, how do you balance between metrics and brand values and storytelling?
Dara Denney: Oh, yeah, I love this question. Um, because I actually think the general consensus, um, is turning more towards brand right now. Um, I attend a lot of events with Meta and, um, I attended two over the last month, the Meta Agency Summit and the Meta Brand Summit. And the number one term that was brought up over and over again was not performance, wasn't AI, thank God. I was so tired of those. It was culture. And I think that it's really interesting how much brands are now starting to tune into how they are, um, how they are like communicating with culture and how they are becoming a part of that culture. And I think that's a really undefined thing in a way. Like I'm saying culture, like what what does that mean? It's, you know, how people are showing up, how people are coming together on social, especially in the organic sense and, um, how art is like, you know, trans like transforming in in this time. It's, so, but I'll give you a more a more tactical answer too. Like how do I manage brand versus metrics? Like, I think that I'm starting to take the stance too of like making decisions on creative, um, when there isn't necessarily a great, uh, data reason to do so. You need to take bigger swings right now. And one of the most dangerous things that I've seen before is brands getting into this iteration paralysis where all of their creative starts to look like one another in the name of data and in the name of, um, doubling down on their learnings. And that's actually one of the most dangerous places that you can be. So, really being able to be reactive to, um, the platform and being in tune with what's, um, going on in social and in culture, I think is actually one of the bigger softer skills that people need to develop right now.
Evan Lee: 100%. And I will say Marianne, if you are a script writer or copywriter right now and that's the primary focus of your job, like take this as inspiration of like how it can start to grow and what your career could look like when we're talking about what creative strategy is. So there's a lot of synergies that start to come to life here.
Dara Denney: Yeah, and I'd say too, like I have hired copywriters or like people who were copywriters in previous roles as a creative strategist and they were fabulous. So, um, it's a lot of it is just like politics at like the agency or brand that you're at, but like, you know, I've hired a lot of creative strategists and like, I've had amazing ones that started off as copywriters, video editors, traditional creative directors, even creators. There's so many different pathways to this to this current like role. I was a media buyer first and, um, typically I don't see media buyers always make the best creative strategists. Sometimes, maybe that's a hot take, sorry, don't shoot the messenger. But, um, you know, whatever. Yeah. But you know what? I like, I saw someone they were like, these were a little easy and I was like, oh, okay. I just think honestly, creative strategists, like, I I think that there's so much more education, there's, you know, this is one of the roles that I feel like we've just developed so quickly as like an entire group. And like, I feel like people weren't talking about human psychology and levels of awareness and like desires like two years ago. So, like, if you are already thinking about that, like you're ahead. And like, good for you. Like, as it should be.
Evan Lee: That's facts. That is facts. Dara, the next question I see is from Sophie and it's one of the questions that we've actually gotten so much as we've done all of these events.
Screenshot of a question from Sophie Rodgers: "How do you balance metrics with brand values and storytelling?"
Evan Lee: But for everyone here, how do you balance between metrics and brand values and storytelling?
Dara Denney: Oh, yeah, I love this question. Um, because I actually think the general consensus, um, is turning more towards brand right now. Um, I attend a lot of events with Meta and, um, I attended two over the last month, the Meta Agency Summit and the Meta Brand Summit. And the number one term that was brought up over and over again was not performance, wasn't AI, thank God. I was so tired of those. It was culture. And I think that it's really interesting how much brands are now starting to tune into how they are, um, how they are like communicating with culture and how they are becoming a part of that culture. And I think that's a really undefined thing in a way. Like I'm saying culture, like what what does that mean? It's, you know, how people are showing up, how people are coming together on social, especially in the organic sense and, um, how art is like, you know, trans like transforming in in this time. It's, so, but I'll give you a more a more tactical answer too. Like how do I manage brand versus metrics? Like, I think that I'm starting to take the stance too of like making decisions on creative, um, when there isn't necessarily a great, uh, data reason to do so. You need to take bigger swings right now. And one of the most dangerous things that I've seen before is brands getting into this iteration paralysis where all of their creative starts to look like one another in the name of data and in the name of, um, doubling down on their learnings. And that's actually one of the most dangerous places that you can be. So, really being able to be reactive to, um, the platform and being in tune with what's, um, going on in social and in culture, I think is actually one of the bigger softer skills that people need to develop right now.
Evan Lee: 100%. And I will say Marianne, if you are a script writer or copywriter right now and that's the primary focus of your job, like take this as inspiration of like how it can start to grow and what your career could look like when we're talking about what creative strategy is. So there's a lot of synergies that start to come to life here.
Dara Denney: Yeah, and I'd say too, like I have hired copywriters or like people who were copywriters in previous roles as a creative strategist and they were fabulous. So, um, it's a lot of it is just like politics at like the agency or brand that you're at, but like, you know, I've hired a lot of creative strategists and like, I've had amazing ones that started off as copywriters, video editors, traditional creative directors, even creators. There's so many different pathways to this to this current like role. I was a media buyer first and, um, typically I don't see media buyers always make the best creative strategists. Sometimes, maybe that's a hot take, sorry, don't shoot the messenger. But, um, you know, whatever. Yeah. But you know what? I like, I saw someone they were like, these were a little easy and I was like, oh, okay. I just think honestly, creative strategists, like, I I think that there's so much more education, there's, you know, this is one of the roles that I feel like we've just developed so quickly as like an entire group. And like, I feel like people weren't talking about human psychology and levels of awareness and like desires like two years ago. So, like, if you are already thinking about that, like you're ahead. And like, good for you. Like, as it should be.
Evan Lee: That's facts. That is facts. Dara, the next question I see is from Sophie and it's one of the questions that we've actually gotten so much as we've done all of these events.
Screenshot of a question from Sophie Rodgers: "How do you balance metrics with brand values and storytelling?"
Evan Lee: But for everyone here, how do you balance between metrics and brand values and storytelling?
Dara Denney: Oh, yeah, I love this question. Um, because I actually think the general consensus, um, is turning more towards brand right now. Um, I attend a lot of events with Meta and, um, I attended two over the last month, the Meta Agency Summit and the Meta Brand Summit. And the number one term that was brought up over and over again was not performance, wasn't AI, thank God. I was so tired of those. It was culture. And I think that it's really interesting how much brands are now starting to tune into how they are, um, how they are like communicating with culture and how they are becoming a part of that culture. And I think that's a really undefined thing in a way. Like I'm saying culture, like what what does that mean? It's, you know, how people are showing up, how people are coming together on social, especially in the organic sense and, um, how art is like, you know, trans like transforming in in this time. It's, so, but I'll give you a more a more tactical answer too. Like how do I manage brand versus metrics? Like, I think that I'm starting to take the stance too of like making decisions on creative, um, when there isn't necessarily a great, uh, data reason to do so. You need to take bigger swings right now. And one of the most dangerous things that I've seen before is brands getting into this iteration paralysis where all of their creative starts to look like one another in the name of data and in the name of, um, doubling down on their learnings. And that's actually one of the most dangerous places that you can be. So, really being able to be reactive to, um, the platform and being in tune with what's, um, going on in social and in culture, I think is actually one of the bigger softer skills that people need to develop right now.
Evan Lee: 100%. And I will say Marianne, if you are a script writer or copywriter right now and that's the primary focus of your job, like take this as inspiration of like how it can start to grow and what your career could look like when we're talking about what creative strategy is. So there's a lot of synergies that start to come to life here.
Dara Denney: Yeah, and I'd say too, like I have hired copywriters or like people who were copywriters in previous roles as a creative strategist and they were fabulous. So, um, it's a lot of it is just like politics at like the agency or brand that you're at, but like, you know, I've hired a lot of creative strategists and like, I've had amazing ones that started off as copywriters, video editors, traditional creative directors, even creators. There's so many different pathways to this to this current like role. I was a media buyer first and, um, typically I don't see media buyers always make the best creative strategists. Sometimes, maybe that's a hot take, sorry, don't shoot the messenger. But, um, you know, whatever. Yeah. But you know what? I like, I saw someone they were like, these were a little easy and I was like, oh, okay. I just think honestly, creative strategists, like, I I think that there's so much more education, there's, you know, this is one of the roles that I feel like we've just developed so quickly as like an entire group. And like, I feel like people weren't talking about human psychology and levels of awareness and like desires like two years ago. So, like, if you are already thinking about that, like you're ahead. And like, good for you. Like, as it should be.
Evan Lee: That's facts. That is facts. Dara, the next question I see is from Sophie and it's one of the questions that we've actually gotten so much as we've done all of these events.
Screenshot of a question from Sophie Rodgers: "How do you balance metrics with brand values and storytelling?"
Evan Lee: But for everyone here, how do you balance between metrics and brand values and storytelling?
Dara Denney: Oh, yeah, I love this question. Um, because I actually think the general consensus, um, is turning more towards brand right now. Um, I attend a lot of events with Meta and, um, I attended two over the last month, the Meta Agency Summit and the Meta Brand Summit. And the number one term that was brought up over and over again was not performance, wasn't AI, thank God. I was so tired of those. It was culture. And I think that it's really interesting how much brands are now starting to tune into how they are, um, how they are like communicating with culture and how they are becoming a part of that culture. And I think that's a really undefined thing in a way. Like I'm saying culture, like what what does that mean? It's, you know, how people are showing up, how people are coming together on social, especially in the organic sense and, um, how art is like, you know, trans like transforming in in this time. It's, so, but I'll give you a more a more tactical answer too. Like how do I manage brand versus metrics? Like, I think that I'm starting to take the stance too of like making decisions on creative, um, when there isn't necessarily a great, uh, data reason to do so. You need to take bigger swings right now. And one of the most dangerous things that I've seen before is brands getting into this iteration paralysis where all of their creative starts to look like one another in the name of data and in the name of, um, doubling down on their learnings. And that's actually one of the most dangerous places that you can be. So, really being able to be reactive to, um, the platform and being in tune with what's, um, going on in social and in culture, I think is actually one of the bigger softer skills that people need to develop right now.
Evan Lee: 100%. And I will say Marianne, if you are a script writer or copywriter right now and that's the primary focus of your job, like take this as inspiration of like how it can start to grow and what your career could look like when we're talking about what creative strategy is. So there's a lot of synergies that start to come to life here.
Dara Denney: Yeah, and I'd say too, like I have hired copywriters or like people who were copywriters in previous roles as a creative strategist and they were fabulous. So, um, it's a lot of it is just like politics at like the agency or brand that you're at, but like, you know, I've hired a lot of creative strategists and like, I've had amazing ones that started off as copywriters, video editors, traditional creative directors, even creators. There's so many different pathways to this to this current like role. I was a media buyer first and, um, typically I don't see media buyers always make the best creative strategists. Sometimes, maybe that's a hot take, sorry, don't shoot the messenger. But, um, you know, whatever. Yeah. But you know what? I like, I saw someone they were like, these were a little easy and I was like, oh, okay. I just think honestly, creative strategists, like, I I think that there's so much more education, there's, you know, this is one of the roles that I feel like we've just developed so quickly as like an entire group. And like, I feel like people weren't talking about human psychology and levels of awareness and like desires like two years ago. So, like, if you are already thinking about that, like you're ahead. And like, good for you. Like, as it should be.
Evan Lee: That's facts. That is facts. Dara, the next question I see is from Sophie and it's one of the questions that we've actually gotten so much as we've done all of these events.
Screenshot of a question from Sophie Rodgers: "How do you balance metrics with brand values and storytelling?"
Evan Lee: But for everyone here, how do you balance between metrics and brand values and storytelling?
Dara Denney: Oh, yeah, I love this question. Um, because I actually think the general consensus, um, is turning more towards brand right now. Um, I attend a lot of events with Meta and, um, I attended two over the last month, the Meta Agency Summit and the Meta Brand Summit. And the number one term that was brought up over and over again was not performance, wasn't AI, thank God. I was so tired of those. It was culture. And I think that it's really interesting how much brands are now starting to tune into how they are, um, how they are like communicating with culture and how they are becoming a part of that culture. And I think that's a really undefined thing in a way. Like I'm saying culture, like what what does that mean? It's, you know, how people are showing up, how people are coming together on social, especially in the organic sense and, um, how art is like, you know, trans like transforming in in this time. It's, so, but I'll give you a more a more tactical answer too. Like how do I manage brand versus metrics? Like, I think that I'm starting to take the stance too of like making decisions on creative, um, when there isn't necessarily a great, uh, data reason to do so. You need to take bigger swings right now. And one of the most dangerous things that I've seen before is brands getting into this iteration paralysis where all of their creative starts to look like one another in the name of data and in the name of, um, doubling down on their learnings. And that's actually one of the most dangerous places that you can be. So, really being able to be reactive to, um, the platform and being in tune with what's, um, going on in social and in culture, I think is actually one of the bigger softer skills that people need to develop right now.
Evan Lee: 100%. And I will say Marianne, if you are a script writer or copywriter right now and that's the primary focus of your job, like take this as inspiration of like how it can start to grow and what your career could look like when we're talking about what creative strategy is. So there's a lot of synergies that start to come to life here.
Dara Denney: Yeah, and I'd say too, like I have hired copywriters or like people who were copywriters in previous roles as a creative strategist and they were fabulous. So, um, it's a lot of it is just like politics at like the agency or brand that you're at, but like, you know, I've hired a lot of creative strategists and like, I've had amazing ones that started off as copywriters, video editors, traditional creative directors, even creators. There's so many different pathways to this to this current like role. I was a media buyer first and, um, typically I don't see media buyers always make the best creative strategists. Sometimes, maybe that's a hot take, sorry, don't shoot the messenger. But, um, you know, whatever. Yeah. But you know what? I like, I saw someone they were like, these were a little easy and I was like, oh, okay. I just think honestly, creative strategists, like, I I think that there's so much more education, there's, you know, this is one of the roles that I feel like we've just developed so quickly as like an entire group. And like, I feel like people weren't talking about human psychology and levels of awareness and like desires like two years ago. So, like, if you are already thinking about that, like you're ahead. And like, good for you. Like, as it should be.
Evan Lee: That's facts. That is facts. Dara, the next question I see is from Sophie and it's one of the questions that we've actually gotten so much as we've done all of these events.
Screenshot of a question from Sophie Rodgers: "How do you balance metrics with brand values and storytelling?"
Evan Lee: But for everyone here, how do you balance between metrics and brand values and storytelling?
Dara Denney: Oh, yeah, I love this question. Um, because I actually think the general consensus, um, is turning more towards brand right now. Um, I attend a lot of events with Meta and, um, I attended two over the last month, the Meta Agency Summit and the Meta Brand Summit. And the number one term that was brought up over and over again was not performance, wasn't AI, thank God. I was so tired of those. It was culture. And I think that it's really interesting how much brands are now starting to tune into how they are, um, how they are like communicating with culture and how they are becoming a part of that culture. And I think that's a really undefined thing in a way. Like I'm saying culture, like what what does that mean? It's, you know, how people are showing up, how people are coming together on social, especially in the organic sense and, um, how art is like, you know, trans like transforming in in this time. It's, so, but I'll give you a more a more tactical answer too. Like how do I manage brand versus metrics? Like, I think that I'm starting to take the stance too of like making decisions on creative, um, when there isn't necessarily a great, uh, data reason to do so. You need to take bigger swings right now. And one of the most dangerous things that I've seen before is brands getting into this iteration paralysis where all of their creative starts to look like one another in the name of data and in the name of, um, doubling down on their learnings. And that's actually one of the most dangerous places that you can be. So, really being able to be reactive to, um, the platform and being in tune with what's, um, going on in social and in culture, I think is actually one of the bigger softer skills that people need to develop right now.
Evan Lee: 100%. And I will say Marianne, if you are a script writer or copywriter right now and that's the primary focus of your job, like take this as inspiration of like how it can start to grow and what your career could look like when we're talking about what creative strategy is. So there's a lot of synergies that start to come to life here.
Dara Denney: Yeah, and I'd say too, like I have hired copywriters or like people who were copywriters in previous roles as a creative strategist and they were fabulous. So, um, it's a lot of it is just like politics at like the agency or brand that you're at, but like, you know, I've hired a lot of creative strategists and like, I've had amazing ones that started off as copywriters, video editors, traditional creative directors, even creators. There's so many different pathways to this to this current like role. I was a media buyer first and, um, typically I don't see media buyers always make the best creative strategists. Sometimes, maybe that's a hot take, sorry, don't shoot the messenger. But, um, you know, whatever. Yeah. But you know what? I like, I saw someone they were like, these were a little easy and I was like, oh, okay. I just think honestly, creative strategists, like, I I think that there's so much more education, there's, you know, this is one of the roles that I feel like we've just developed so quickly as like an entire group. And like, I feel like people weren't talking about human psychology and levels of awareness and like desires like two years ago. So, like, if you are already thinking about that, like you're ahead. And like, good for you. Like, as it should be.
Evan Lee: That's facts. That is facts. Dara, the next question I see is from Sophie and it's one of the questions that we've actually gotten so much as we've done all of these events.
Screenshot of a question from Sophie Rodgers: "How do you balance metrics with brand values and storytelling?"
Evan Lee: But for everyone here, how do you balance between metrics and brand values and storytelling?
Dara Denney: Oh, yeah, I love this question. Um, because I actually think the general consensus, um, is turning more towards brand right now. Um, I attend a lot of events with Meta and, um, I attended two over the last month, the Meta Agency Summit and the Meta Brand Summit. And the number one term that was brought up over and over again was not performance, wasn't AI, thank God. I was so tired of those. It was culture. And I think that it's really interesting how much brands are now starting to tune into how they are, um, how they are like communicating with culture and how they are becoming a part of that culture. And I think that's a really undefined thing in a way. Like I'm saying culture, like what what does that mean? It's, you know, how people are showing up, how people are coming together on social, especially in the organic sense and, um, how art is like, you know, trans like transforming in in this time. It's, so, but I'll give you a more a more tactical answer too. Like how do I manage brand versus metrics? Like, I think that I'm starting to take the stance too of like making decisions on creative, um, when there isn't necessarily a great, uh, data reason to do so. You need to take bigger swings right now. And one of the most dangerous things that I've seen before is brands getting into this iteration paralysis where all of their creative starts to look like one another in the name of data and in the name of, um, doubling down on their learnings. And that's actually one of the most dangerous places that you can be. So, really being able to be reactive to, um, the platform and being in tune with what's, um, going on in social and in culture, I think is actually one of the bigger softer skills that people need to develop right now.
Evan Lee: 100%. And I will say Marianne, if you are a script writer or copywriter right now and that's the primary focus of your job, like take this as inspiration of like how it can start to grow and what your career could look like when we're talking about what creative strategy is. So there's a lot of synergies that start to come to life here.
Dara Denney: Yeah, and I'd say too, like I have hired copywriters or like people who were copywriters in previous roles as a creative strategist and they were fabulous. So, um, it's a lot of it is just like politics at like the agency or brand that you're at, but like, you know, I've hired a lot of creative strategists and like, I've had amazing ones that started off as copywriters, video editors, traditional creative directors, even creators. There's so many different pathways to this to this current like role. I was a media buyer first and, um, typically I don't see media buyers always make the best creative strategists. Sometimes, maybe that's a hot take, sorry, don't shoot the messenger. But, um, you know, whatever. Yeah. But you know what? I like, I saw someone they were like, these were a little easy and I was like, oh, okay. I just think honestly, creative strategists, like, I I think that there's so much more education, there's, you know, this is one of the roles that I feel like we've just developed so quickly as like an entire group. And like, I feel like people weren't talking about human psychology and levels of awareness and like desires like two years ago. So, like, if you are already thinking about that, like you're ahead. And like, good for you. Like, as it should be.
Evan Lee: That's facts. That is facts. Dara, the next question I see is from Sophie and it's one of the questions that we've actually gotten so much as we've done all of these events.
Screenshot of a question from Sophie Rodgers: "How do you balance metrics with brand values and storytelling?"
Evan Lee: But for everyone here, how do you balance between metrics and brand values and storytelling?
Dara Denney: Oh, yeah, I love this question. Um, because I actually think the general consensus, um, is turning more towards brand right now. Um, I attend a lot of events with Meta and, um, I attended two over the last month, the Meta Agency Summit and the Meta Brand Summit. And the number one term that was brought up over and over again was not performance, wasn't AI, thank God. I was so tired of those. It was culture. And I think that it's really interesting how much brands are now starting to tune into how they are, um, how they are like communicating with culture and how they are becoming a part of that culture. And I think that's a really undefined thing in a way. Like I'm saying culture, like what what does that mean? It's, you know, how people are showing up, how people are coming together on social, especially in the organic sense and, um, how art is like, you know, trans like transforming in in this time. It's, so, but I'll give you a more a more tactical answer too. Like how do I manage brand versus metrics? Like, I think that I'm starting to take the stance too of like making decisions on creative, um, when there isn't necessarily a great, uh, data reason to do so. You need to take bigger swings right now. And one of the most dangerous things that I've seen before is brands getting into this iteration paralysis where all of their creative starts to look like one another in the name of data and in the name of, um, doubling down on their learnings. And that's actually one of the most dangerous places that you can be. So, really being able to be reactive to, um, the platform and being in tune with what's, um, going on in social and in culture, I think is actually one of the bigger softer skills that people need to develop right now.
Evan Lee: 100%. And I will say Marianne, if you are a script writer or copywriter right now and that's the primary focus of your job, like take this as inspiration of like how it can start to grow and what your career could look like when we're talking about what creative strategy is. So there's a lot of synergies that start to come to life here.
Dara Denney: Yeah, and I'd say too, like I have hired copywriters or like people who were copywriters in previous roles as a creative strategist and they were fabulous. So, um, it's a lot of it is just like politics at like the agency or brand that you're at, but like, you know, I've hired a lot of creative strategists and like, I've had amazing ones that started off as copywriters, video editors, traditional creative directors, even creators. There's so many different pathways to this to this current like role. I was a media buyer first and, um, typically I don't see media buyers always make the best creative strategists. Sometimes, maybe that's a hot take, sorry, don't shoot the messenger. But, um, you know, whatever. Yeah. But you know what? I like, I saw someone they were like, these were a little easy and I was like, oh, okay. I just think honestly, creative strategists, like, I I think that there's so much more education, there's, you know, this is one of the roles that I feel like we've just developed so quickly as like an entire group. And like, I feel like people weren't talking about human psychology and levels of awareness and like desires like two years ago. So, like, if you are already thinking about that, like you're ahead. And like, good for you. Like, as it should be.
Evan Lee: That's facts. That is facts. Dara, the next question I see is from Sophie and it's one of the questions that we've actually gotten so much as we've done all of these events.
Screenshot of a question from Sophie Rodgers: "How do you balance metrics with brand values and storytelling?"
Evan Lee: But for everyone here, how do you balance between metrics and brand values and storytelling?
Dara Denney: Oh, yeah, I love this question. Um, because I actually think the general consensus, um, is turning more towards brand right now. Um, I attend a lot of events with Meta and, um, I attended two over the last month, the Meta Agency Summit and the Meta Brand Summit. And the number one term that was brought up over and over again was not performance, wasn't AI, thank God. I was so tired of those. It was culture. And I think that it's really interesting how much brands are now starting to tune into how they are, um, how they are like communicating with culture and how they are becoming a part of that culture. And I think that's a really undefined thing in a way. Like I'm saying culture, like what what does that mean? It's, you know, how people are showing up, how people are coming together on social, especially in the organic sense and, um, how art is like, you know, trans like transforming in in this time. It's, so, but I'll give you a more a more tactical answer too. Like how do I manage brand versus metrics? Like, I think that I'm starting to take the stance too of like making decisions on creative, um, when there isn't necessarily a great, uh, data reason to do so. You need to take bigger swings right now. And one of the most dangerous things that I've seen before is brands getting into this iteration paralysis where all of their creative starts to look like one another in the name of data and in the name of, um, doubling down on their learnings. And that's actually one of the most dangerous places that you can be. So, really being able to be reactive to, um, the platform and being in tune with what's, um, going on in social and in culture, I think is actually one of the bigger softer skills that people need to develop right now.
Evan Lee: 100%. And I will say Marianne, if you are a script writer or copywriter right now and that's the primary focus of your job, like take this as inspiration of like how it can start to grow and what your career could look like when we're talking about what creative strategy is. So there's a lot of synergies that start to come to life here.
Dara Denney: Yeah, and I'd say too, like I have hired copywriters or like people who were copywriters in previous roles as a creative strategist and they were fabulous. So, um, it's a lot of it is just like politics at like the agency or brand that you're at, but like, you know, I've hired a lot of creative strategists and like, I've had amazing ones that started off as copywriters, video editors, traditional creative directors, even creators. There's so many different pathways to this to this current like role. I was a media buyer first and, um, typically I don't see media buyers always make the best creative strategists. Sometimes, maybe that's a hot take, sorry, don't shoot the messenger. But, um, you know, whatever. Yeah. But you know what? I like, I saw someone they were like, these were a little easy and I was like, oh, okay. I just think honestly, creative strategists, like, I I think that there's so much more education, there's, you know, this is one of the roles that I feel like we've just developed so quickly as like an entire group. And like, I feel like people weren't talking about human psychology and levels of awareness and like desires like two years ago. So, like, if you are already thinking about that, like you're ahead. And like, good for you. Like, as it should be.
Evan Lee: That's facts. That is facts. Dara, the next question I see is from Sophie and it's one of the questions that we've actually gotten so much as we've done all of these events.
Screenshot of a question from Sophie Rodgers: "How do you balance metrics with brand values and storytelling?"
Evan Lee: But for everyone here, how do you balance between metrics and brand values and storytelling?
Dara Denney: Oh, yeah, I love this question. Um, because I actually think the general consensus, um, is turning more towards brand right now. Um, I attend a lot of events with Meta and, um, I attended two over the last month, the Meta Agency Summit and the Meta Brand Summit. And the number one term that was brought up over and over again was not performance, wasn't AI, thank God. I was so tired of those. It was culture. And I think that it's really interesting how much brands are now starting to tune into how they are, um, how they are like communicating with culture and how they are becoming a part of that culture. And I think that's a really undefined thing in a way. Like I'm saying culture, like what what does that mean? It's, you know, how people are showing up, how people are coming together on social, especially in the organic sense and, um, how art is like, you know, trans like transforming in in this time. It's, so, but I'll give you a more a more tactical answer too. Like how do I manage brand versus metrics? Like, I think that I'm starting to take the stance too of like making decisions on creative, um, when there isn't necessarily a great, uh, data reason to do so. You need to take bigger swings right now. And one of the most dangerous things that I've seen before is brands getting into this iteration paralysis where all of their creative starts to look like one another in the name of data and in the name of, um, doubling down on their learnings. And that's actually one of the most dangerous places that you can be. So, really being able to be reactive to, um, the platform and being in tune with what's, um, going on in social and in culture, I think is actually one of the bigger softer skills that people need to develop right now.
Evan Lee: 100%. And I will say Marianne, if you are a script writer or copywriter right now and that's the primary focus of your job, like take this as inspiration of like how it can start to grow and what your career could look like when we're talking about what creative strategy is. So there's a lot of synergies that start to come to life here.
Dara Denney: Yeah, and I'd say too, like I have hired copywriters or like people who were copywriters in previous roles as a creative strategist and they were fabulous. So, um, it's a lot of it is just like politics at like the agency or brand that you're at, but like, you know, I've hired a lot of creative strategists and like, I've had amazing ones that started off as copywriters, video editors, traditional creative directors, even creators. There's so many different pathways to this to this current like role. I was a media buyer first and, um, typically I don't see media buyers always make the best creative strategists. Sometimes, maybe that's a hot take, sorry, don't shoot the messenger. But, um, you know, whatever. Yeah. But you know what? I like, I saw someone they were like, these were a little easy and I was like, oh, okay. I just think honestly, creative strategists, like, I I think that there's so much more education, there's, you know, this is one of the roles that I feel like we've just developed so quickly as like an entire group. And like, I feel like people weren't talking about human psychology and levels of awareness and like desires like two years ago. So, like, if you are already thinking about that, like you're ahead. And like, good for you. Like, as it should be.
Evan Lee: That's facts. That is facts. Dara, the next question I see is from Sophie and it's one of the questions that we've actually gotten so much as we've done all of these events.
Screenshot of a question from Sophie Rodgers: "How do you balance metrics with brand values and storytelling?"
Evan Lee: But for everyone here, how do you balance between metrics and brand values and storytelling?
Dara Denney: Oh, yeah, I love this question. Um, because I actually think the general consensus, um, is turning more towards brand right now. Um, I attend a lot of events with Meta and, um, I attended two over the last month, the Meta Agency Summit and the Meta Brand Summit. And the number one term that was brought up over and over again was not performance, wasn't AI, thank God. I was so tired of those. It was culture. And I think that it's really interesting how much brands are now starting to tune into how they are, um, how they are like communicating with culture and how they are becoming a part of that culture. And I think that's a really undefined thing in a way. Like I'm saying culture, like what what does that mean? It's, you know, how people are showing up, how people are coming together on social, especially in the organic sense and, um, how art is like, you know, trans like transforming in in this time. It's, so, but I'll give you a more a more tactical answer too. Like how do I manage brand versus metrics? Like, I think that I'm starting to take the stance too of like making decisions on creative, um, when there isn't necessarily a great, uh, data reason to do so. You need to take bigger swings right now. And one of the most dangerous things that I've seen before is brands getting into this iteration paralysis where all of their creative starts to look like one another in the name of data and in the name of, um, doubling down on their learnings. And that's actually one of the most dangerous places that you can be. So, really being able to be reactive to, um, the platform and being in tune with what's, um, going on in social and in culture, I think is actually one of the bigger softer skills that people need to develop right now.
Evan Lee: 100%. And I will say Marianne, if you are a script writer or copywriter right now and that's the primary focus of your job, like take this as inspiration of like how it can start to grow and what your career could look like when we're talking about what creative strategy is. So there's a lot of synergies that start to come to life here.
Dara Denney: Yeah, and I'd say too, like I have hired copywriters or like people who were copywriters in previous roles as a creative strategist and they were fabulous. So, um, it's a lot of it is just like politics at like the agency or brand that you're at, but like, you know, I've hired a lot of creative strategists and like, I've had amazing ones that started off as copywriters, video editors, traditional creative directors, even creators. There's so many different pathways to this to this current like role. I was a media buyer first and, um, typically I don't see media buyers always make the best creative strategists. Sometimes, maybe that's a hot take, sorry, don't shoot the messenger. But, um, you know, whatever. Yeah. But you know what? I like, I saw someone they were like, these were a little easy and I was like, oh, okay. I just think honestly, creative strategists, like, I I think that there's so much more education, there's, you know, this is one of the roles that I feel like we've just developed so quickly as like an entire group. And like, I feel like people weren't talking about human psychology and levels of awareness and like desires like two years ago. So, like, if you are already thinking about that, like you're ahead. And like, good for you. Like, as it should be.
Evan Lee: That's facts. That is facts. Dara, the next question I see is from Sophie and it's one of the questions that we've actually gotten so much as we've done all of these events.
Screenshot of a question from Sophie Rodgers: "How do you balance metrics with brand values and storytelling?"
Evan Lee: But for everyone here, how do you balance between metrics and brand values and storytelling?
Dara Denney: Oh, yeah, I love this question. Um, because I actually think the general consensus, um, is turning more towards brand right now. Um, I attend a lot of events with Meta and, um, I attended two over the last month, the Meta Agency Summit and the Meta Brand Summit. And the number one term that was brought up over and over again was not performance, wasn't AI, thank God. I was so tired of those. It was culture. And I think that it's really interesting how much brands are now starting to tune into how they are, um, how they are like communicating with culture and how they are becoming a part of that culture. And I think that's a really undefined thing in a way. Like I'm saying culture, like what what does that mean? It's, you know, how people are showing up, how people are coming together on social, especially in the organic sense and, um, how art is like, you know, trans like transforming in in this time. It's, so, but I'll give you a more a more tactical answer too. Like how do I manage brand versus metrics? Like, I think that I'm starting to take the stance too of like making decisions on creative, um, when there isn't necessarily a great, uh, data reason to do so. You need to take bigger swings right now. And one of the most dangerous things that I've seen before is brands getting into this iteration paralysis where all of their creative starts to look like one another in the name of data and in the name of, um, doubling down on their learnings. And that's actually one of the most dangerous places that you can be. So, really being able to be reactive to, um, the platform and being in tune with what's, um, going on in social and in culture, I think is actually one of the bigger softer skills that people need to develop right now.
Evan Lee: 100%. And I will say Marianne, if you are a script writer or copywriter right now and that's the primary focus of your job, like take this as inspiration of like how it can start to grow and what your career could look like when we're talking about what creative strategy is. So there's a lot of synergies that start to come to life here.
Dara Denney: Yeah, and I'd say too, like I have hired copywriters or like people who were copywriters in previous roles as a creative strategist and they were fabulous. So, um, it's a lot of it is just like politics at like the agency or brand that you're at, but like, you know, I've hired a lot of creative strategists and like, I've had amazing ones that started off as copywriters, video editors, traditional creative directors, even creators. There's so many different pathways to this to this current like role. I was a media buyer first and, um, typically I don't see media buyers always make the best creative strategists. Sometimes, maybe that's a hot take, sorry, don't shoot the messenger. But, um, you know, whatever. Yeah. But you know what? I like, I saw someone they were like, these were a little easy and I was like, oh, okay. I just think honestly, creative strategists, like, I I think that there's so much more education, there's, you know, this is one of the roles that I feel like we've just developed so quickly as like an entire group. And like, I feel like people weren't talking about human psychology and levels of awareness and like desires like two years ago. So, like, if you are already thinking about that, like you're ahead. And like, good for you. Like, as it should be.
Evan Lee: That's facts. That is facts. Dara, the next question I see is from Sophie and it's one of the questions that we've actually gotten so much as we've done all of these events.
Screenshot of a question from Sophie Rodgers: "How do you balance metrics with brand values and storytelling?"
Evan Lee: But for everyone here, how do you balance between metrics and brand values and storytelling?
Dara Denney: Oh, yeah, I love this question. Um, because I actually think the general consensus, um, is turning more towards brand right now. Um, I attend a lot of events with Meta and, um, I attended two over the last month, the Meta Agency Summit and the Meta Brand Summit. And the number one term that was brought up over and over again was not performance, wasn't AI, thank God. I was so tired of those. It was culture. And I think that it's really interesting how much brands are now starting to tune into how they are, um, how they are like communicating with culture and how they are becoming a part of that culture. And I think that's a really undefined thing in a way. Like I'm saying culture, like what what does that mean? It's, you know, how people are showing up, how people are coming together on social, especially in the organic sense and, um, how art is like, you know, trans like transforming in in this time. It's, so, but I'll give you a more a more tactical answer too. Like how do I manage brand versus metrics? Like, I think that I'm starting to take the stance too of like making decisions on creative, um, when there isn't necessarily a great, uh, data reason to do so. You need to take bigger swings right now. And one of the most dangerous things that I've seen before is brands getting into this iteration paralysis where all of their creative starts to look like one another in the name of data and in the name of, um, doubling down on their learnings. And that's actually one of the most dangerous places that you can be. So, really being able to be reactive to, um, the platform and being in tune with what's, um, going on in social and in culture, I think is actually one of the bigger softer skills that people need to develop right now.
Evan Lee: 100%. And I will say Marianne, if you are a script writer or copywriter right now and that's the primary focus of your job, like take this as inspiration of like how it can start to grow and what your career could look like when we're talking about what creative strategy is. So there's a lot of synergies that start to come to life here.
Dara Denney: Yeah, and I'd say too, like I have hired copywriters or like people who were copywriters in previous roles as a creative strategist and they were fabulous. So, um, it's a lot of it is just like politics at like the agency or brand that you're at, but like, you know, I've hired a lot of creative strategists and like, I've had amazing ones that started off as copywriters, video editors, traditional creative directors, even creators. There's so many different pathways to this to this current like role. I was a media buyer first and, um, typically I don't see media buyers always make the best creative strategists. Sometimes, maybe that's a hot take, sorry, don't shoot the messenger. But, um, you know, whatever. Yeah. But you know what? I like, I saw someone they were like, these were a little easy and I was like, oh, okay. I just think honestly, creative strategists, like, I I think that there's so much more education, there's, you know, this is one of the roles that I feel like we've just developed so quickly as like an entire group. And like, I feel like people weren't talking about human psychology and levels of awareness and like desires like two years ago. So, like, if you are already thinking about that, like you're ahead. And like, good for you. Like, as it should be.
Evan Lee: That's facts. That is facts. Dara, the next question I see is from Sophie and it's one of the questions that we've actually gotten so much as we've done all of these events.
Screenshot of a question from Sophie Rodgers: "How do you balance metrics with brand values and storytelling?"
Evan Lee: But for everyone here, how do you balance between metrics and brand values and storytelling?
Dara Denney: Oh, yeah, I love this question. Um, because I actually think the general consensus, um, is turning more towards brand right now. Um, I attend a lot of events with Meta and, um, I attended two over the last month, the Meta Agency Summit and the Meta Brand Summit. And the number one term that was brought up over and over again was not performance, wasn't AI, thank God. I was so tired of those. It was culture. And I think that it's really interesting how much brands are now starting to tune into how they are, um, how they are like communicating with culture and how they are becoming a part of that culture. And I think that's a really undefined thing in a way. Like I'm saying culture, like what what does that mean? It's, you know, how people are showing up, how people are coming together on social, especially in the organic sense and, um, how art is like, you know, trans like transforming in in this time. It's, so, but I'll give you a more a more tactical answer too. Like how do I manage brand versus metrics? Like, I think that I'm starting to take the stance too of like making decisions on creative, um, when there isn't necessarily a great, uh, data reason to do so. You need to take bigger swings right now. And one of the most dangerous things that I've seen before is brands getting into this iteration paralysis where all of their creative starts to look like one another in the name of data and in the name of, um, doubling down on their learnings. And that's actually one of the most dangerous places that you can be. So, really being able to be reactive to, um, the platform and being in tune with what's, um, going on in social and in culture, I think is actually one of the bigger softer skills that people need to develop right now.
Evan Lee: 100%. And I will say Marianne, if you are a script writer or copywriter right now and that's the primary focus of your job, like take this as inspiration of like how it can start to grow and what your career could look like when we're talking about what creative strategy is. So there's a lot of synergies that start to come to life here.
Dara Denney: Yeah, and I'd say too, like I have hired copywriters or like people who were copywriters in previous roles as a creative strategist and they were fabulous. So, um, it's a lot of it is just like politics at like the agency or brand that you're at, but like, you know, I've hired a lot of creative strategists and like, I've had amazing ones that started off as copywriters, video editors, traditional creative directors, even creators. There's so many different pathways to this to this current like role. I was a media buyer first and, um, typically I don't see media buyers always make the best creative strategists. Sometimes, maybe that's a hot take, sorry, don't shoot the messenger. But, um, you know, whatever. Yeah. But you know what? I like, I saw someone they were like, these were a little easy and I was like, oh, okay. I just think honestly, creative strategists, like, I I think that there's so much more education, there's, you know, this is one of the roles that I feel like we've just developed so quickly as like an entire group. And like, I feel like people weren't talking about human psychology and levels of awareness and like desires like two years ago. So, like, if you are already thinking about that, like you're ahead. And like, good for you. Like, as it should be.
Evan Lee: That's facts. That is facts. Dara, the next question I see is from Sophie and it's one of the questions that we've actually gotten so much as we've done all of these events.
Screenshot of a question from Sophie Rodgers: "How do you balance metrics with brand values and storytelling?"
Evan Lee: But for everyone here, how do you balance between metrics and brand values and storytelling?
Dara Denney: Oh, yeah, I love this question. Um, because I actually think the general consensus, um, is turning more towards brand right now. Um, I attend a lot of events with Meta and, um, I attended two over the last month, the Meta Agency Summit and the Meta Brand Summit. And the number one term that was brought up over and over again was not performance, wasn't AI, thank God. I was so tired of those. It was culture. And I think that it's really interesting how much brands are now starting to tune into how they are, um, how they are like communicating with culture and how they are becoming a part of that culture. And I think that's a really undefined thing in a way. Like I'm saying culture, like what what does that mean? It's, you know, how people are showing up, how people are coming together on social, especially in the organic sense and, um, how art is like, you know, trans like transforming in in this time. It's, so, but I'll give you a more a more tactical answer too. Like how do I manage brand versus metrics? Like, I think that I'm starting to take the stance too of like making decisions on creative, um, when there isn't necessarily a great, uh, data reason to do so. You need to take bigger swings right now. And one of the most dangerous things that I've seen before is brands getting into this iteration paralysis where all of their creative starts to look like one another in the name of data and in the name of, um, doubling down on their learnings. And that's actually one of the most dangerous places that you can be. So, really being able to be reactive to, um, the platform and being in tune with what's, um, going on in social and in culture, I think is actually one of the bigger softer skills that people need to develop right now.
Evan Lee: 100%. And I will say Marianne, if you are a script writer or copywriter right now and that's the primary focus of your job, like take this as inspiration of like how it can start to grow and what your career could look like when we're talking about what creative strategy is. So there's a lot of synergies that start to come to life here.
Dara Denney: Yeah, and I'd say too, like I have hired copywriters or like people who were copywriters in previous roles as a creative strategist and they were fabulous. So, um, it's a lot of it is just like politics at like the agency or brand that you're at, but like, you know, I've hired a lot of creative strategists and like, I've had amazing ones that started off as copywriters, video editors, traditional creative directors, even creators. There's so many different pathways to this to this current like role. I was a media buyer first and, um, typically I don't see media buyers always make the best creative strategists. Sometimes, maybe that's a hot take, sorry, don't shoot the messenger. But, um, you know, whatever. Yeah. But you know what? I like, I saw someone they were like, these were a little easy and I was like, oh, okay. I just think honestly, creative strategists, like, I I think that there's so much more education, there's, you know, this is one of the roles that I feel like we've just developed so quickly as like an entire group. And like, I feel like people weren't talking about human psychology and levels of awareness and like desires like two years ago. So, like, if you are already thinking about that, like you're ahead. And like, good for you. Like, as it should be.
Evan Lee: That's facts. That is facts. Dara, the next question I see is from Sophie and it's one of the questions that we've actually gotten so much as we've done all of these events.
Screenshot of a question from Sophie Rodgers: "How do you balance metrics with brand values and storytelling?"
Evan Lee: But for everyone here, how do you balance between metrics and brand values and storytelling?
Dara Denney: Oh, yeah, I love this question. Um, because I actually think the general consensus, um, is turning more towards brand right now. Um, I attend a lot of events with Meta and, um, I attended two over the last month, the Meta Agency Summit and the Meta Brand Summit. And the number one term that was brought up over and over again was not performance, wasn't AI, thank God. I was so tired of those. It was culture. And I think that it's really interesting how much brands are now starting to tune into how they are, um, how they are like communicating with culture and how they are becoming a part of that culture. And I think that's a really undefined thing in a way. Like I'm saying culture, like what what does that mean? It's, you know, how people are showing up, how people are coming together on social, especially in the organic sense and, um, how art is like, you know, trans like transforming in in this time. It's, so, but I'll give you a more a more tactical answer too. Like how do I manage brand versus metrics? Like, I think that I'm starting to take the stance too of like making decisions on creative, um, when there isn't necessarily a great, uh, data reason to do so. You need to take bigger swings right now. And one of the most dangerous things that I've seen before is brands getting into this iteration paralysis where all of their creative starts to look like one another in the name of data and in the name of, um, doubling down on their learnings. And that's actually one of the most dangerous places that you can be. So, really being able to be reactive to, um, the platform and being in tune with what's, um, going on in social and in culture, I think is actually one of the bigger softer skills that people need to develop right now.
Evan Lee: 100%. And I will say Marianne, if you are a script writer or copywriter right now and that's the primary focus of your job, like take this as inspiration of like how it can start to grow and what your career could look like when we're talking about what creative strategy is. So there's a lot of synergies that start to come to life here.
Dara Denney: Yeah, and I'd say too, like I have hired copywriters or like people who were copywriters in previous roles as a creative strategist and they were fabulous. So, um, it's a lot of it is just like politics at like the agency or brand that you're at, but like, you know, I've hired a lot of creative strategists and like, I've had amazing ones that started off as copywriters, video editors, traditional creative directors, even creators. There's so many different pathways to this to this current like role. I was a media buyer first and, um, typically I don't see media buyers always make the best creative strategists. Sometimes, maybe that's a hot take, sorry, don't shoot the messenger. But, um, you know, whatever. Yeah. But you know what? I like, I saw someone they were like, these were a little easy and I was like, oh, okay. I just think honestly, creative strategists, like, I I think that there's so much more education, there's, you know, this is one of the roles that I feel like we've just developed so quickly as like an entire group. And like, I feel like people weren't talking about human psychology and levels of awareness and like desires like two years ago. So, like, if you are already thinking about that, like you're ahead. And like, good for you. Like, as it should be.
Evan Lee: That's facts. That is facts. Dara, the next question I see is from Sophie and it's one of the questions that we've actually gotten so much as we've done all of these events.
Screenshot of a question from Sophie Rodgers: "How do you balance metrics with brand values and storytelling?"
Evan Lee: But for everyone here, how do you balance between metrics and brand values and storytelling?
Dara Denney: Oh, yeah, I love this question. Um, because I actually think the general consensus, um, is turning more towards brand right now. Um, I attend a lot of events with Meta and, um, I attended two over the last month, the Meta Agency Summit and the Meta Brand Summit. And the number one term that was brought up over and over again was not performance, wasn't AI, thank God. I was so tired of those. It was culture. And I think that it's really interesting how much brands are now starting to tune into how they are, um, how they are like communicating with culture and how they are becoming a part of that culture. And I think that's a really undefined thing in a way. Like I'm saying culture, like what what does that mean? It's, you know, how people are showing up, how people are coming together on social, especially in the organic sense and, um, how art is like, you know, trans like transforming in in this time. It's, so, but I'll give you a more a more tactical answer too. Like how do I manage brand versus metrics? Like, I think that I'm starting to take the stance too of like making decisions on creative, um, when there isn't necessarily a great, uh, data reason to do so. You need to take bigger swings right now. And one of the most dangerous things that I've seen before is brands getting into this iteration paralysis where all of their creative starts to look like one another in the name of data and in the name of, um, doubling down on their learnings. And that's actually one of the most dangerous places that you can be. So, really being able to be reactive to, um, the platform and being in tune with what's, um, going on in social and in culture, I think is actually one of the bigger softer skills that people need to develop right now.
Evan Lee: 100%. And I will say Marianne, if you are a script writer or copywriter right now and that's the primary focus of your job, like take this as inspiration of like how it can start to grow and what your career could look like when we're talking about what creative strategy is. So there's a lot of synergies that start to come to life here.
Dara Denney: Yeah, and I'd say too, like I have hired copywriters or like people who were copywriters in previous roles as a creative strategist and they were fabulous. So, um, it's a lot of it is just like politics at like the agency or brand that you're at, but like, you know, I've hired a lot of creative strategists and like, I've had amazing ones that started off as copywriters, video editors, traditional creative directors, even creators. There's so many different pathways to this to this current like role. I was a media buyer first and, um, typically I don't see media buyers always make the best creative strategists. Sometimes, maybe that's a hot take, sorry, don't shoot the messenger. But, um, you know, whatever. Yeah. But you know what? I like, I saw someone they were like, these were a little easy and I was like, oh, okay. I just think honestly, creative strategists, like, I I think that there's so much more education, there's, you know, this is one of the roles that I feel like we've just developed so quickly as like an entire group. And like, I feel like people weren't talking about human psychology and levels of awareness and like desires like two years ago. So, like, if you are already thinking about that, like you're ahead. And like, good for you. Like, as it should be.
Evan Lee: That's facts. That is facts. Dara, the next question I see is from Sophie and it's one of the questions that we've actually gotten so much as we've done all of these events.
Screenshot of a question from Sophie Rodgers: "How do you balance metrics with brand values and storytelling?"
Evan Lee: But for everyone here, how do you balance between metrics and brand values and storytelling?
Dara Denney: Oh, yeah, I love this question. Um, because I actually think the general consensus, um, is turning more towards brand right now. Um, I attend a lot of events with Meta and, um, I attended two over the last month, the Meta Agency Summit and the Meta Brand Summit. And the number one term that was brought up over and over again was not performance, wasn't AI, thank God. I was so tired of those. It was culture. And I think that it's really interesting how much brands are now starting to tune into how they are, um, how they are like communicating with culture and how they are becoming a part of that culture. And I think that's a really undefined thing in a way. Like I'm saying culture, like what what does that mean? It's, you know, how people are showing up, how people are coming together on social, especially in the organic sense and, um, how art is like, you know, trans like transforming in in this time. It's, so, but I'll give you a more a more tactical answer too. Like how do I manage brand versus metrics? Like, I think that I'm starting to take the stance too of like making decisions on creative, um, when there isn't necessarily a great, uh, data reason to do so. You need to take bigger swings right now. And one of the most dangerous things that I've seen before is brands getting into this iteration paralysis where all of their creative starts to look like one another in the name of data and in the name of, um, doubling down on their learnings. And that's actually one of the most dangerous places that you can be. So, really being able to be reactive to, um, the platform and being in tune with what's, um, going on in social and in culture, I think is actually one of the bigger softer skills that people need to develop right now.
Evan Lee: 100%. And I will say Marianne, if you are a script writer or copywriter right now and that's the primary focus of your job, like take this as inspiration of like how it can start to grow and what your career could look like when we're talking about what creative strategy is. So there's a lot of synergies that start to come to life here.
Dara Denney: Yeah, and I'd say too, like I have hired copywriters or like people who were copywriters in previous roles as a creative strategist and they were fabulous. So, um, it's a lot of it is just like politics at like the agency or brand that you're at, but like, you know, I've hired a lot of creative strategists and like, I've had amazing ones that started off as copywriters, video editors, traditional creative directors, even creators. There's so many different pathways to this to this current like role. I was a media buyer first and, um, typically I don't see media buyers always make the best creative strategists. Sometimes, maybe that's a hot take, sorry, don't shoot the messenger. But, um, you know, whatever. Yeah. But you know what? I like, I saw someone they were like, these were a little easy and I was like, oh, okay. I just think honestly, creative strategists, like, I I think that there's so much more education, there's, you know, this is one of the roles that I feel like we've just developed so quickly as like an entire group. And like, I feel like people weren't talking about human psychology and levels of awareness and like desires like two years ago. So, like, if you are already thinking about that, like you're ahead. And like, good for you. Like, as it should be.
Evan Lee: That's facts. That is facts. Dara, the next question I see is from Sophie and it's one of the questions that we've actually gotten so much as we've done all of these events.
Screenshot of a question from Sophie Rodgers: "How do you balance metrics with brand values and storytelling?"
Evan Lee: But for everyone here, how do you balance between metrics and brand values and storytelling?
Dara Denney: Oh, yeah, I love this question. Um, because I actually think the general consensus, um, is turning more towards brand right now. Um, I attend a lot of events with Meta and, um, I attended two over the last month, the Meta Agency Summit and the Meta Brand Summit. And the number one term that was brought up over and over again was not performance, wasn't AI, thank God. I was so tired of those. It was culture. And I think that it's really interesting how much brands are now starting to tune into how they are, um, how they are like communicating with culture and how they are becoming a part of that culture. And I think that's a really undefined thing in a way. Like I'm saying culture, like what what does that mean? It's, you know, how people are showing up, how people are coming together on social, especially in the organic sense and, um, how art is like, you know, trans like transforming in in this time. It's, so, but I'll give you a more a more tactical answer too. Like how do I manage brand versus metrics? Like, I think that I'm starting to take the stance too of like making decisions on creative, um, when there isn't necessarily a great, uh, data reason to do so. You need to take bigger swings right now. And one of the most dangerous things that I've seen before is brands getting into this iteration paralysis where all of their creative starts to look like one another in the name of data and in the name of, um, doubling down on their learnings. And that's actually one of the most dangerous places that you can be. So, really being able to be reactive to, um, the platform and being in tune with what's, um, going on in social and in culture, I think is actually one of the bigger softer skills that people need to develop right now.
Evan Lee: 100%. And I will say Marianne, if you are a script writer or copywriter right now and that's the primary focus of your job, like take this as inspiration of like how it can start to grow and what your career could look like when we're talking about what creative strategy is. So there's a lot of synergies that start to come to life here.
Dara Denney: Yeah, and I'd say too, like I have hired copywriters or like people who were copywriters in previous roles as a creative strategist and they were fabulous. So, um, it's a lot of it is just like politics at like the agency or brand that you're at, but like, you know, I've hired a lot of creative strategists and like, I've had amazing ones that started off as copywriters, video editors, traditional creative directors, even creators. There's so many different pathways to this to this current like role. I was a media buyer first and, um, typically I don't see media buyers always make the best creative strategists. Sometimes, maybe that's a hot take, sorry, don't shoot the messenger. But, um, you know, whatever. Yeah. But you know what? I like, I saw someone they were like, these were a little easy and I was like, oh, okay. I just think honestly, creative strategists, like, I I think that there's so much more education, there's, you know, this is one of the roles that I feel like we've just developed so quickly as like an entire group. And like, I feel like people weren't talking about human psychology and levels of awareness and like desires like two years ago. So, like, if you are already thinking about that, like you're ahead. And like, good for you. Like, as it should be.
Evan Lee: That's facts. That is facts. Dara, the next question I see is from Sophie and it's one of the questions that we've actually gotten so much as we've done all of these events.
Screenshot of a question from Sophie Rodgers: "How do you balance metrics with brand values and storytelling?"
Evan Lee: But for everyone here, how do you balance between metrics and brand values and storytelling?
Dara Denney: Oh, yeah, I love this question. Um, because I actually think the general consensus, um, is turning more towards brand right now. Um, I attend a lot of events with Meta and, um, I attended two over the last month, the Meta Agency Summit and the Meta Brand Summit. And the number one term that was brought up over and over again was not performance, wasn't AI, thank God. I was so tired of those. It was culture. And I think that it's really interesting how much brands are now starting to tune into how they are, um, how they are like communicating with culture and how they are becoming a part of that culture. And I think that's a really undefined thing in a way. Like I'm saying culture, like what what does that mean? It's, you know, how people are showing up, how people are coming together on social, especially in the organic sense and, um, how art is like, you know, trans like transforming in in this time. It's, so, but I'll give you a more a more tactical answer too. Like how do I manage brand versus metrics? Like, I think that I'm starting to take the stance too of like making decisions on creative, um, when there isn't necessarily a great, uh, data reason to do so. You need to take bigger swings right now. And one of the most dangerous things that I've seen before is brands getting into this iteration paralysis where all of their creative starts to look like one another in the name of data and in the name of, um, doubling down on their learnings. And that's actually one of the most dangerous places that you can be. So, really being able to be reactive to, um, the platform and being in tune with what's, um, going on in social and in culture, I think is actually one of the bigger softer skills that people need to develop right now.
Evan Lee: 100%. And I will say Marianne, if you are a script writer or copywriter right now and that's the primary focus of your job, like take this as inspiration of like how it can start to grow and what your career could look like when we're talking about what creative strategy is. So there's a lot of synergies that start to come to life here.
Dara Denney: Yeah, and I'd say too, like I have hired copywriters or like people who were copywriters in previous roles as a creative strategist and they were fabulous. So, um, it's a lot of it is just like politics at like the agency or brand that you're at, but like, you know, I've hired a lot of creative strategists and like, I've had amazing ones that started off as copywriters, video editors, traditional creative directors, even creators. There's so many different pathways to this to this current like role. I was a media buyer first and, um, typically I don't see media buyers always make the best creative strategists. Sometimes, maybe that's a hot take, sorry, don't shoot the messenger. But, um, you know, whatever. Yeah. But you know what? I like, I saw someone they were like, these were a little easy and I was like, oh, okay. I just think honestly, creative strategists, like, I I think that there's so much more education, there's, you know, this is one of the roles that I feel like we've just developed so quickly as like an entire group. And like, I feel like people weren't talking about human psychology and levels of awareness and like desires like two years ago. So, like, if you are already thinking about that, like you're ahead. And like, good for you. Like, as it should be.
Evan Lee: That's facts. That is facts. Dara, the next question I see is from Sophie and it's one of the questions that we've actually gotten so much as we've done all of these events.
Screenshot of a question from Sophie Rodgers: "How do you balance metrics with brand values and storytelling?"
Evan Lee: But for everyone here, how do you balance between metrics and brand values and storytelling?
Dara Denney: Oh, yeah, I love this question. Um, because I actually think the general consensus, um, is turning more towards brand right now. Um, I attend a lot of events with Meta and, um, I attended two over the last month, the Meta Agency Summit and the Meta Brand Summit. And the number one term that was brought up over and over again was not performance, wasn't AI, thank God. I was so tired of those. It was culture. And I think that it's really interesting how much brands are now starting to tune into how they are, um, how they are like communicating with culture and how they are becoming a part of that culture. And I think that's a really undefined thing in a way. Like I'm saying culture, like what what does that mean? It's, you know, how people are showing up, how people are coming together on social, especially in the organic sense and, um, how art is like, you know, trans like transforming in in this time. It's, so, but I'll give you a more a more tactical answer too. Like how do I manage brand versus metrics? Like, I think that I'm starting to take the stance too of like making decisions on creative, um, when there isn't necessarily a great, uh, data reason to do so. You need to take bigger swings right now. And one of the most dangerous things that I've seen before is brands getting into this iteration paralysis where all of their creative starts to look like one another in the name of data and in the name of, um, doubling down on their learnings. And that's actually one of the most dangerous places that you can be. So, really being able to be reactive to, um, the platform and being in tune with what's, um, going on in social and in culture, I think is actually one of the bigger softer skills that people need to develop right now.
Evan Lee: 100%. And I will say Marianne, if you are a script writer or copywriter right now and that's the primary focus of your job, like take this as inspiration of like how it can start to grow and what your career could look like when we're talking about what creative strategy is. So there's a lot of synergies that start to come to life here.
Dara Denney: Yeah, and I'd say too, like I have hired copywriters or like people who were copywriters in previous roles as a creative strategist and they were fabulous. So, um, it's a lot of it is just like politics at like the agency or brand that you're at, but like, you know, I've hired a lot of creative strategists and like, I've had amazing ones that started off as copywriters, video editors, traditional creative directors, even creators. There's so many different pathways to this to this current like role. I was a media buyer first and, um, typically I don't see media buyers always make the best creative strategists. Sometimes, maybe that's a hot take, sorry, don't shoot the messenger. But, um, you know, whatever. Yeah. But you know what? I like, I saw someone they were like, these were a little easy and I was like, oh, okay. I just think honestly, creative strategists, like, I I think that there's so much more education, there's, you know, this is one of the roles that I feel like we've just developed so quickly as like an entire group. And like, I feel like people weren't talking about human psychology and levels of awareness and like desires like two years ago. So, like, if you are already thinking about that, like you're ahead. And like, good for you. Like, as it should be.
Evan Lee: That's facts. That is facts. Dara, the next question I see is from Sophie and it's one of the questions that we've actually gotten so much as we've done all of these events.
Screenshot of a question from Sophie Rodgers: "How do you balance metrics with brand values and storytelling?"
Evan Lee: But for everyone here, how do you balance between metrics and brand values and storytelling?
Dara Denney: Oh, yeah, I love this question. Um, because I actually think the general consensus, um, is turning more towards brand right now. Um, I attend a lot of events with Meta and, um, I attended two over the last month, the Meta Agency Summit and the Meta Brand Summit. And the number one term that was brought up over and over again was not performance, wasn't AI, thank God. I was so tired of those. It was culture. And I think that it's really interesting how much brands are now starting to tune into how they are, um, how they are like communicating with culture and how they are becoming a part of that culture. And I think that's a really undefined thing in a way. Like I'm saying culture, like what what does that mean? It's, you know, how people are showing up, how people are coming together on social, especially in the organic sense and, um, how art is like, you know, trans like transforming in in this time. It's, so, but I'll give you a more a more tactical answer too. Like how do I manage brand versus metrics? Like, I think that I'm starting to take the stance too of like making decisions on creative, um, when there isn't necessarily a great, uh, data reason to do so. You need to take bigger swings right now. And one of the most dangerous things that I've seen before is brands getting into this iteration paralysis where all of their creative starts to look like one another in the name of data and in the name of, um, doubling down on their learnings. And that's actually one of the most dangerous places that you can be. So, really being able to be reactive to, um, the platform and being in tune with what's, um, going on in social and in culture, I think is actually one of the bigger softer skills that people need to develop right now.
Evan Lee: 100%. And I will say Marianne, if you are a script writer or copywriter right now and that's the primary focus of your job, like take this as inspiration of like how it can start to grow and what your career could look like when we're talking about what creative strategy is. So there's a lot of synergies that start to come to life here.
Dara Denney: Yeah, and I'd say too, like I have hired copywriters or like people who were copywriters in previous roles as a creative strategist and they were fabulous. So, um, it's a lot of it is just like politics at like the agency or brand that you're at, but like, you know, I've hired a lot of creative strategists and like, I've had amazing ones that started off as copywriters, video editors, traditional creative directors, even creators. There's so many different pathways to this to this current like role. I was a media buyer first and, um, typically I don't see media buyers always make the best creative strategists. Sometimes, maybe that's a hot take, sorry, don't shoot the messenger. But, um, you know, whatever. Yeah. But you know what? I like, I saw someone they were like, these were a little easy and I was like, oh, okay. I just think honestly, creative strategists, like, I I think that there's so much more education, there's, you know, this is one of the roles that I feel like we've just developed so quickly as like an entire group. And like, I feel like people weren't talking about human psychology and levels of awareness and like desires like two years ago. So, like, if you are already thinking about that, like you're ahead. And like, good for you. Like, as it should be.
Evan Lee: That's facts. That is facts. Dara, the next question I see is from Sophie and it's one of the questions that we've actually gotten so much as we've done all of these events.
Screenshot of a question from Sophie Rodgers: "How do you balance metrics with brand values and storytelling?"
Evan Lee: But for everyone here, how do you balance between metrics and brand values and storytelling?
Dara Denney: Oh, yeah, I love this question. Um, because I actually think the general consensus, um, is turning more towards brand right now. Um, I attend a lot of events with Meta and, um, I attended two over the last month, the Meta Agency Summit and the Meta Brand Summit. And the number one term that was brought up over and over again was not performance, wasn't AI, thank God. I was so tired of those. It was culture. And I think that it's really interesting how much brands are now starting to tune into how they are, um, how they are like communicating with culture and how they are becoming a part of that culture. And I think that's a really undefined thing in a way. Like I'm saying culture, like what what does that mean? It's, you know, how people are showing up, how people are coming together on social, especially in the organic sense and, um, how art is like, you know, trans like transforming in in this time. It's, so, but I'll give you a more a more tactical answer too. Like how do I manage brand versus metrics? Like, I think that I'm starting to take the stance too of like making decisions on creative, um, when there isn't necessarily a great, uh, data reason to do so. You need to take bigger swings right now. And one of the most dangerous things that I've seen before is brands getting into this iteration paralysis where all of their creative starts to look like one another in the name of data and in the name of, um, doubling down on their learnings. And that's actually one of the most dangerous places that you can be. So, really being able to be reactive to, um, the platform and being in tune with what's, um, going on in social and in culture, I think is actually one of the bigger softer skills that people need to develop right now.
Evan Lee: 100%. And I will say Marianne, if you are a script writer or copywriter right now and that's the primary focus of your job, like take this as inspiration of like how it can start to grow and what your career could look like when we're talking about what creative strategy is. So there's a lot of synergies that start to come to life here.
Dara Denney: Yeah, and I'd say too, like I have hired copywriters or like people who were copywriters in previous roles as a creative strategist and they were fabulous. So, um, it's a lot of it is just like politics at like the agency or brand that you're at, but like, you know, I've hired a lot of creative strategists and like, I've had amazing ones that started off as copywriters, video editors, traditional creative directors, even creators. There's so many different pathways to this to this current like role. I was a media buyer first and, um, typically I don't see media buyers always make the best creative strategists. Sometimes, maybe that's a hot take, sorry, don't shoot the messenger. But, um, you know, whatever. Yeah. But you know what? I like, I saw someone they were like, these were a little easy and I was like, oh, okay. I just think honestly, creative strategists, like, I I think that there's so much more education, there's, you know, this is one of the roles that I feel like we've just developed so quickly as like an entire group. And like, I feel like people weren't talking about human psychology and levels of awareness and like desires like two years ago. So, like, if you are already thinking about that, like you're ahead. And like, good for you. Like, as it should be.
Evan Lee: That's facts. That is facts. Dara, the next question I see is from Sophie and it's one of the questions that we've actually gotten so much as we've done all of these events.
Screenshot of a question from Sophie Rodgers: "How do you balance metrics with brand values and storytelling?"
Evan Lee: But for everyone here, how do you balance between metrics and brand values and storytelling?
Dara Denney: Oh, yeah, I love this question. Um, because I actually think the general consensus, um, is turning more towards brand right now. Um, I attend a lot of events with Meta and, um, I attended two over the last month, the Meta Agency Summit and the Meta Brand Summit. And the number one term that was brought up over and over again was not performance, wasn't AI, thank God. I was so tired of those. It was culture. And I think that it's really interesting how much brands are now starting to tune into how they are, um, how they are like communicating with culture and how they are becoming a part of that culture. And I think that's a really undefined thing in a way. Like I'm saying culture, like what what does that mean? It's, you know, how people are showing up, how people are coming together on social, especially in the organic sense and, um, how art is like, you know, trans like transforming in in this time. It's, so, but I'll give you a more a more tactical answer too. Like how do I manage brand versus metrics? Like, I think that I'm starting to take the stance too of like making decisions on creative, um, when there isn't necessarily a great, uh, data reason to do so. You need to take bigger swings right now. And one of the most dangerous things that I've seen before is brands getting into this iteration paralysis where all of their creative starts to look like one another in the name of data and in the name of, um, doubling down on their learnings. And that's actually one of the most dangerous places that you can be. So, really being able to be reactive to, um, the platform and being in tune with what's, um, going on in social and in culture, I think is actually one of the bigger softer skills that people need to develop right now.
Evan Lee: 100%. And I will say Marianne, if you are a script writer or copywriter right now and that's the primary focus of your job, like take this as inspiration of like how it can start to grow and what your career could look like when we're talking about what creative strategy is. So there's a lot of synergies that start to come to life here.
Dara Denney: Yeah, and I'd say too, like I have hired copywriters or like people who were copywriters in previous roles as a creative strategist and they were fabulous. So, um, it's a lot of it is just like politics at like the agency or brand that you're at, but like, you know, I've hired a lot of creative strategists and like, I've had amazing ones that started off as copywriters, video editors, traditional creative directors, even creators. There's so many different pathways to this to this current like role. I was a media buyer first and, um, typically I don't see media buyers always make the best creative strategists. Sometimes, maybe that's a hot take, sorry, don't shoot the messenger. But, um, you know, whatever. Yeah. But you know what? I like, I saw someone they were like, these were a little easy and I was like, oh, okay. I just think honestly, creative strategists, like, I I think that there's so much more education, there's, you know, this is one of the roles that I feel like we've just developed so quickly as like an entire group. And like, I feel like people weren't talking about human psychology and levels of awareness and like desires like two years ago. So, like, if you are already thinking about that, like you're ahead. And like, good for you. Like, as it should be.
Evan Lee: That's facts. That is facts. Dara, the next question I see is from Sophie and it's one of the questions that we've actually gotten so much as we've done all of these events.
Screenshot of a question from Sophie Rodgers: "How do you balance metrics with brand values and storytelling?"
Evan Lee: But for everyone here, how do you balance between metrics and brand values and storytelling?
Dara Denney: Oh, yeah, I love this question. Um, because I actually think the general consensus, um, is turning more towards brand right now. Um, I attend a lot of events with Meta and, um, I attended two over the last month, the Meta Agency Summit and the Meta Brand Summit. And the number one term that was brought up over and over again was not performance, wasn't AI, thank God. I was so tired of those. It was culture. And I think that it's really interesting how much brands are now starting to tune into how they are, um, how they are like communicating with culture and how they are becoming a part of that culture. And I think that's a really undefined thing in a way. Like I'm saying culture, like what what does that mean? It's, you know, how people are showing up, how people are coming together on social, especially in the organic sense and, um, how art is like, you know, trans like transforming in in this time. It's, so, but I'll give you a more a more tactical answer too. Like how do I manage brand versus metrics? Like, I think that I'm starting to take the stance too of like making decisions on creative, um, when there isn't necessarily a great, uh, data reason to do so. You need to take bigger swings right now. And one of the most dangerous things that I've seen before is brands getting into this iteration paralysis where all of their creative starts to look like one another in the name of data and in the name of, um, doubling down on their learnings. And that's actually one of the most dangerous places that you can be. So, really being able to be reactive to, um, the platform and being in tune with what's, um, going on in social and in culture, I think is actually one of the bigger softer skills that people need to develop right now.
Evan Lee: 100%. And I will say Marianne, if you are a script writer or copywriter right now and that's the primary focus of your job, like take this as inspiration of like how it can start to grow and what your career could look like when we're talking about what creative strategy is. So there's a lot of synergies that start to come to life here.
Dara Denney: Yeah, and I'd say too, like I have hired copywriters or like people who were copywriters in previous roles as a creative strategist and they were fabulous. So, um, it's a lot of it is just like politics at like the agency or brand that you're at, but like, you know, I've hired a lot of creative strategists and like, I've had amazing ones that started off as copywriters, video editors, traditional creative directors, even creators. There's so many different pathways to this to this current like role. I was a media buyer first and, um, typically I don't see media buyers always make the best creative strategists. Sometimes, maybe that's a hot take, sorry, don't shoot the messenger. But, um, you know, whatever. Yeah. But you know what? I like, I saw someone they were like, these were a little easy and I was like, oh, okay. I just think honestly, creative strategists, like, I I think that there's so much more education, there's, you know, this is one of the roles that I feel like we've just developed so quickly as like an entire group. And like, I feel like people weren't talking about human psychology and levels of awareness and like desires like two years ago. So, like, if you are already thinking about that, like you're ahead. And like, good for you. Like, as it should be.
Evan Lee: That's facts. That is facts. Dara, the next question I see is from Sophie and it's one of the questions that we've actually gotten so much as we've done all of these events.
Screenshot of a question from Sophie Rodgers: "How do you balance metrics with brand values and storytelling?"
Evan Lee: But for everyone here, how do you balance between metrics and brand values and storytelling?
Dara Denney: Oh, yeah, I love this question. Um, because I actually think the general consensus, um, is turning more towards brand right now. Um, I attend a lot of events with Meta and, um, I attended two over the last month, the Meta Agency Summit and the Meta Brand Summit. And the number one term that was brought up over and over again was not performance, wasn't AI, thank God. I was so tired of those. It was culture. And I think that it's really interesting how much brands are now starting to tune into how they are, um, how they are like communicating with culture and how they are becoming a part of that culture. And I think that's a really undefined thing in a way. Like I'm saying culture, like what what does that mean? It's, you know, how people are showing up, how people are coming together on social, especially in the organic sense and, um, how art is like, you know, trans like transforming in in this time. It's, so, but I'll give you a more a more tactical answer too. Like how do I manage brand versus metrics? Like, I think that I'm starting to take the stance too of like making decisions on creative, um, when there isn't necessarily a great, uh, data reason to do so. You need to take bigger swings right now. And one of the most dangerous things that I've seen before is brands getting into this iteration paralysis where all of their creative starts to look like one another in the name of data and in the name of, um, doubling down on their learnings. And that's actually one of the most dangerous places that you can be. So, really being able to be reactive to, um, the platform and being in tune with what's, um, going on in social and in culture, I think is actually one of the bigger softer skills that people need to develop right now.
Evan Lee: 100%. And I will say Marianne, if you are a script writer or copywriter right now and that's the primary focus of your job, like take this as inspiration of like how it can start to grow and what your career could look like when we're talking about what creative strategy is. So there's a lot of synergies that start to come to life here.
Dara Denney: Yeah, and I'd say too, like I have hired copywriters or like people who were copywriters in previous roles as a creative strategist and they were fabulous. So, um, it's a lot of it is just like politics at like the agency or brand that you're at, but like, you know, I've hired a lot of creative strategists and like, I've had amazing ones that started off as copywriters, video editors, traditional creative directors, even creators. There's so many different pathways to this to this current like role. I was a media buyer first and, um, typically I don't see media buyers always make the best creative strategists. Sometimes, maybe that's a hot take, sorry, don't shoot the messenger. But, um, you know, whatever. Yeah. But you know what? I like, I saw someone they were like, these were a little easy and I was like, oh, okay. I just think honestly, creative strategists, like, I I think that there's so much more education, there's, you know, this is one of the roles that I feel like we've just developed so quickly as like an entire group. And like, I feel like people weren't talking about human psychology and levels of awareness and like desires like two years ago. So, like, if you are already thinking about that, like you're ahead. And like, good for you. Like, as it should be.
Evan Lee: That's facts. That is facts. Dara, the next question I see is from Sophie and it's one of the questions that we've actually gotten so much as we've done all of these events.
Screenshot of a question from Sophie Rodgers: "How do you balance metrics with brand values and storytelling?"
Evan Lee: But for everyone here, how do you balance between metrics and brand values and storytelling?
Dara Denney: Oh, yeah, I love this question. Um, because I actually think the general consensus, um, is turning more towards brand right now. Um, I attend a lot of events with Meta and, um, I attended two over the last month, the Meta Agency Summit and the Meta Brand Summit. And the number one term that was brought up over and over again was not performance, wasn't AI, thank God. I was so tired of those. It was culture. And I think that it's really interesting how much brands are now starting to tune into how they are, um, how they are like communicating with culture and how they are becoming a part of that culture. And I think that's a really undefined thing in a way. Like I'm saying culture, like what what does that mean? It's, you know, how people are showing up, how people are coming together on social, especially in the organic sense and, um, how art is like, you know, trans like transforming in in this time. It's, so, but I'll give you a more a more tactical answer too. Like how do I manage brand versus metrics? Like, I think that I'm starting to take the stance too of like making decisions on creative, um, when there isn't necessarily a great, uh, data reason to do so. You need to take bigger swings right now. And one of the most dangerous things that I've seen before is brands getting into this iteration paralysis where all of their creative starts to look like one another in the name of data and in the name of, um, doubling down on their learnings. And that's actually one of the most dangerous places that you can be. So, really being able to be reactive to, um, the platform and being in tune with what's, um, going on in social and in culture, I think is actually one of the bigger softer skills that people need to develop right now.
Evan Lee: 100%. And I will say Marianne, if you are a script writer or copywriter right now and that's the primary focus of your job, like take this as inspiration of like how it can start to grow and what your career could look like when we're talking about what creative strategy is. So there's a lot of synergies that start to come to life here.
Dara Denney: Yeah, and I'd say too, like I have hired copywriters or like people who were copywriters in previous roles as a creative strategist and they were fabulous. So, um, it's a lot of it is just like politics at like the agency or brand that you're at, but like, you know, I've hired a lot of creative strategists and like, I've had amazing ones that started off as copywriters, video editors, traditional creative directors, even creators. There's so many different pathways to this to this current like role. I was a media buyer first and, um, typically I don't see media buyers always make the best creative strategists. Sometimes, maybe that's a hot take, sorry, don't shoot the messenger. But, um, you know, whatever. Yeah. But you know what? I like, I saw someone they were like, these were a little easy and I was like, oh, okay. I just think honestly, creative strategists, like, I I think that there's so much more education, there's, you know, this is one of the roles that I feel like we've just developed so quickly as like an entire group. And like, I feel like people weren't talking about human psychology and levels of awareness and like desires like two years ago. So, like, if you are already thinking about that, like you're ahead. And like, good for you. Like, as it should be.
Evan Lee: That's facts. That is facts. Dara, the next question I see is from Sophie and it's one of the questions that we've actually gotten so much as we've done all of these events.
Screenshot of a question from Sophie Rodgers: "How do you balance metrics with brand values and storytelling?"
Evan Lee: But for everyone here, how do you balance between metrics and brand values and storytelling?
Dara Denney: Oh, yeah, I love this question. Um, because I actually think the general consensus, um, is turning more towards brand right now. Um, I attend a lot of events with Meta and, um, I attended two over the last month, the Meta Agency Summit and the Meta Brand Summit. And the number one term that was brought up over and over again was not performance, wasn't AI, thank God. I was so tired of those. It was culture. And I think that it's really interesting how much brands are now starting to tune into how they are, um, how they are like communicating with culture and how they are becoming a part of that culture. And I think that's a really undefined thing in a way. Like I'm saying culture, like what what does that mean? It's, you know, how people are showing up, how people are coming together on social, especially in the organic sense and, um, how art is like, you know, trans like transforming in in this time. It's, so, but I'll give you a more a more tactical answer too. Like how do I manage brand versus metrics? Like, I think that I'm starting to take the stance too of like making decisions on creative, um, when there isn't necessarily a great, uh, data reason to do so. You need to take bigger swings right now. And one of the most dangerous things that I've seen before is brands getting into this iteration paralysis where all of their creative starts to look like one another in the name of data and in the name of, um, doubling down on their learnings. And that's actually one of the most dangerous places that you can be. So, really being able to be reactive to, um, the platform and being in tune with what's, um, going on in social and in culture, I think is actually one of the bigger softer skills that people need to develop right now.
Evan Lee: 100%. And I will say Marianne, if you are a script writer or copywriter right now and that's the primary focus of your job, like take this as inspiration of like how it can start to grow and what your career could look like when we're talking about what creative strategy is. So there's a lot of synergies that start to come to life here.
Dara Denney: Yeah, and I'd say too, like I have hired copywriters or like people who were copywriters in previous roles as a creative strategist and they were fabulous. So, um, it's a lot of it is just like politics at like the agency or brand that you're at, but like, you know, I've hired a lot of creative strategists and like, I've had amazing ones that started off as copywriters, video editors, traditional creative directors, even creators. There's so many different pathways to this to this current like role. I was a media buyer first and, um, typically I don't see media buyers always make the best creative strategists. Sometimes, maybe that's a hot take, sorry, don't shoot the messenger. But, um, you know, whatever. Yeah. But you know what? I like, I saw someone they were like, these were a little easy and I was like, oh
