11 Hot Takes to Make Better Ads in 2024

Get a tour of how renegade ad man Jess Bachman comes up with wild creative ideas and testing frameworks, plus real tales & data from his top-performing ads.

Jess Bachman is the Creative Strategy Director and Co-Founder of the agency FireTeam. Inventor of the marketing infographic, one-time friend of Martha Stewart, and grand Maester of creativity, specializing in big ideas that move the needle.

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Motion is used by nearly every fast-growing DTC brand & agency on the planet including Vuori, True Classic, The Farmer’s Dog, HexClad, and hundreds more.

-- CHAPTERS --
0:00 - Intro
1:47 - How to spot bad creative advice
3:16 - Which is better: agency vs. in-house
6:00 - How much to spend on creative production
8:18 - Ad accounts should be mostly videos
11:03 - CCT is the most important creative metric
20:40 - Winning concepts better than winning ads
25: 45 - Best creative skill = notice how you feel
28:09 - How to test creative the right way
32:15 - When does an ad become a hit?
34:03 - $ spent is proportionate to your confidence
35:45 - Creative testing structure doesn't matter
37:57 - How/when to refresh creative?
39:14 - Which creative elements to test first?
40:05 - Which formats should creatives test?
41:03 - How many iterations to launch each week?
43:19 - How to solve for winning test that flop later?
44:30 - Tips for organizing all your ad angles, messaging etc.
45:51 - Air vs. Dropbox vs. Google Drive
48:41 - Organic success vs. paid success differences



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