All tagged Marketing Strategy

The Creative Brief That Actually Works: Behind the Scenes of a $2M Campaign

The Creative Brief That Actually Works: Behind the Scenes of a $2M Campaign

Claudia Giraldo
Creative Strategy, Performance Marketing

I've seen hundreds of creative briefs in my 15+ years in marketing. Most of them are either completely useless or actively harmful to the creative process. They're either so vague that designers and copywriters are left guessing, or so prescriptive that all creativity is strangled before it begins. But when done right, a creative brief is magic. It's the difference between a $2 million campaign that delivers $8 million in revenue and a $2 million campaign that generates mediocre results and endless revisions. After managing millions in ad spend and hundreds of campaigns across industries, I've learned which elements actually predict campaign success and which are just noise. Let me walk you through a real creative brief from a campaign I led that generated just over $2 million in tracked revenue with a $350K investment, a 5.7x ROAS. I'll show you exactly what went into the brief, why each element mattered, and how you can apply these principles to your own campaigns.

The Metrics That Actually Matter: Moving Beyond Vanity Metrics to Revenue

The Metrics That Actually Matter: Moving Beyond Vanity Metrics to Revenue

Claudia Giraldo

You're tracking 20+ metrics, spending hours in analytics, and still can't answer the one question that matters: "Is this working?" The problem isn't lack of data, it's data overload. When everything is a priority, nothing is. I've audited countless ad accounts where brands optimized for clicks when they needed conversions, celebrated engagement when they needed revenue, and made decisions based on metrics that had zero correlation with growth. The solution isn't more sophisticated tracking, it's radical focus. In this post, I reveal which metrics deserve your attention at each growth stage, which ones are distracting you from real progress, and how to build a lean measurement system that drives profitable decisions.