Creative is the new targeting: Why diversification drives performance

As paid social platforms automate more of the targeting process, marketers have less control over precisely who sees an ad and more reason to focus on what those audiences actually see.

In this episode of Brave Talk, Isabel Villadolid, lead creative strategist at Brave Bison, is joined by Alix Sutherland, agency partner at Meta, and Danielle Fine, design lead at Brave Bison AdStudio, to explore why creative has become the new targeting.

They discuss how creative diversification gives algorithms stronger signals, how brands can tackle ad fatigue and why successful diversification means developing different ideas, hooks and audience propositions rather than simply producing more edits. The conversation shows how a structured Performance Creative approach can help brands combine creative quality with the volume and learning paid social platforms increasingly demand.

Watch the full episode below. 

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