The Creative Bottleneck Holding Back Your Brand From Scaling (How to Fix It)

News & Updates

• Shopify's Profit Doubles: In the fourth quarter, Shopify's net income rose to $1.29 billion, a 31% increase in revenue driven by strong holiday sales and partnerships with major brands like Reebok and Warner Music Group. WSJ.
  

• USPS temporarily halted package deliveries from China due to new tariffs, causing disruptions for U.S. e-commerce businesses relying on cross-border shipments. Wired
  

• TikTok is testing a new subscription service for its e-commerce platform, TikTok Shop, allowing users to receive products regularly at discounted rates, similar to Amazon's "subscribe-and-save" feature. This initiative aims to provide sellers with predictable revenue and better inventory management, though it's currently limited in availability and not yet accessible to all users. BI

Your New Creative Strategy Blueprint

Let me be blunt: creative strategy is the biggest bottleneck stopping brands from scaling.

It’s not your media buying. It’s not your ad budget.

It’s your creative process.

At Brick, we’d argue we're one of the best teams in the world at solving this problem.

Our framework consistently helps brands break through plateaus and scale profitably.

Here’s precisely how we do it:

Step 1: Ditch Guesswork. Go Data-Driven.

Brands fail when they make creative decisions based on gut feelings.

Instead, we use behavioural insights to guide every move.

• Primary Metrics (Performance): These tell you IF your content is working—think purchases, CPA, and spend.

• Secondary Metrics (Behavioral): These tell you WHY your content works—metrics like Scroll Stop Rate, Hold Rate, and Outbound CTR.

Knowing the “why” is what unlocks profitable scaling.

Step 2: Build a Creative Optimization Loop

Forget randomly tweaking ads. We use a Creative Optimization Loop that feeds data directly back into our creative process.

• Replicate What Works: Identify winning creative elements and apply them across campaigns.

• Cut the Waste: Double down on top performers. Kill the ads burning your budget.

• Refine with Precision: Use secondary metrics (like Scroll Stop Rate) to pinpoint exactly where an ad falls flat.

This loop turns every creative test into a learning opportunity.

Step 3: Decode Consumer Behavior Through Metrics

Primary metrics show the numbers.

Secondary metrics tell the story.

• Low Hold Rates? Your ad loses attention fast. Check your pacing, visuals, and hook.

• Weak Outbound CTR? Your ad grabs attention but fails to convert curiosity into clicks. It's time to rethink your call-to-action or offer.

We don’t just spot the problem—we diagnose the root cause.

Step 4: Get Granular with Audience Breakdowns

Age. Gender. Placement.

Break down performance by these segments to uncover hidden growth opportunities:

• Discover Untapped Audiences: See which demographics respond best.

• Tailor Your Messaging: Personalize creative for high-performing segments.

• Optimize Ad Placements: Not all platforms perform equally—allocate budget accordingly.

Step 5: Track the Metrics That Actually Matter

Forget vanity metrics. Focus on the ones that impact your bottom line:

• Scroll Stop Rate: Are you grabbing attention?

• Hold Rate: Are you keeping it?

• Outbound CTR: Are you driving action?

When these metrics improve, so does your revenue. Simple as that.

Final Thoughts

Scaling profitably isn’t about running more ads. It’s about running the right ads.

Here’s your action plan:

1. Set up dashboards to track both performance and behavioral metrics.

2. Review creative performance regularly—don’t just “set it and forget it.”

3. Refine, test, improve. Then repeat.

4. Build a creative library based on proven success, not guesses.

If your brand is stuck and struggling to scale, chances are this is the problem.

And if you need support implementing a robust creative strategy that unlocks scale for your brand… we’re just a call away 😉 

Creative Testing Framework {Free Resource}

200+ brands scaled. $400M attributed. Over a decade in the game.

Our secret?

A scientific creative strategy for Meta ads that never fails.

Buckle in because I’m sharing the entire blueprint.

Most brands base their Meta ads on guesses and assumptions.

THIS. DOES. NOT. WORK.

Here’s what this framework ensures:

✔ Smarter testing that reduces wasted spend

✔ Faster feedback loops so we can optimise quickly

✔ Efficient creative refresh to avoid ad fatigue

And it’s all yours 👇🏼

Any questions/feedback - I’d love to hear from you!