Creative

Category: Brand

The ideas, copy, design, and craft that make an ad, page, or campaign work.

In a world of algorithmic bidding and identical targeting, creative is the largest driver of paid-media ROAS variance. Meta and Google both credit ~70% of performance to creative. Great creative teams operate like editorial rooms: rapid concept sprints, strong opinions, ruthless prioritization, and a bias toward shipping over polishing.

Part of the AMA Orlando marketing glossary. See also the chapter's free marketing calculators and templates and playbooks.