The context

A B2B technology company working with DTC and ecommerce brands is looking for a performance creative partner to build a repeatable Meta creative engine.

The audience includes founders, CMOs, Heads of Growth, ecommerce leaders and performance marketers at DTC brands.

This is not a media buying mandate. The core requirement is a partner that can continuously develop, produce, test and iterate Meta creative - using performance data from each round to make the next round better.

The desired loop is:

Hypothesis → Creative → Test → Learn → Iterate → Test Again

What the brand is looking for

A team that operates more like a performance creative lab than a traditional creative agency.

The partner should be able to:

• Develop new creative concepts, hooks and messaging angles
• Produce Meta-native static and video ads quickly
• Write headlines, hooks, scripts, ad copy and CTAs
• Create multiple variations around promising concepts
• Review performance and understand why a creative worked or failed
• Systematically iterate winning creative rather than continually starting from scratch
• Develop new hypotheses from previous campaign learnings
• Maintain a consistent weekly testing and production cadence

The most important capability is creating a tight feedback loop between creative performance and the next round of creative.

Scope of Work

A. Creative Strategy

Develop a structured creative approach for reaching DTC and ecommerce decision-makers.

This could include identifying:

• Core buyer personas
• Key pain points and objections
• Messaging angles and hooks
• Product benefits and proof points
• Offers and CTAs
• Creative formats worth testing

Potential territories may include paid traffic efficiency, conversion rate improvement, landing-page experience, personalization, incremental revenue, customer results and broader ecommerce trends.

B. Creative Concept Development

Continuously develop Meta-native concepts across formats such as:

• Founder-led ads
• Product demos and screen recordings
• Case-study and customer-result ads
• Before/after creative
• Data-driven hooks
• Ecommerce teardown ads
• POV / industry observation ads
• Screenshot, Slack, email or tweet-style creative
• Static ads and carousels
• UGC-style B2B video
• Problem/solution ads
• Status-quo or competitor comparisons

The creative should feel native to Meta and DTC advertising, rather than like conventional enterprise software marketing.

C. Creative Production

Turn concepts into launch-ready assets, including:

• Static ad design
• Short-form video
• Motion graphics
• Product demos
• Founder video editing
• Screen recordings
• Customer quote / case-study ads
• Ad copy and headlines
• Hooks and scripts
• CTA variations
• Placement adaptations and resizing

The preference is for frequent batches of new creative and iterations, rather than occasional large campaign productions.

D. Performance Review & Iteration

This is a critical part of the mandate.

The partner should actively analyse live creative to identify what is driving performance — whether that is the hook, visual, pain point, format, proof point, CTA, headline or first few seconds of a video.

Winning ideas should then be expanded systematically.

For example, a promising concept could be tested through:

• New hooks against the same visual
• New visuals against the same hook
• Different buyer personas
• Customer proof
• Product-demo versions
• Founder-led versions
• Static vs. video formats
• Shorter or more provocative variations

The goal is to compound creative learnings over time rather than reset the process every week.

Expected Working Cadence

The company expects an ongoing creative cycle, likely including:

• Review of previous creative performance
• Identification of winners, losers and emerging patterns
• Development of new hypotheses
• Ideation of new concepts and iterations
• Production of launch-ready assets
• Handover to the internal team / media buyer
• Review of results and next-round iteration

The exact process can be proposed by the partner, but the expectation is continuous creative testing and iteration rather than campaign-based production.

Expected Deliverables

• Initial creative strategy
• Messaging and angle development
• Ongoing creative concept generation
• Creative briefs
• Hooks, headlines and ad copy
• Video scripts
• Static ad production
• Video editing / production
• Multiple creative variations
• Weekly creative performance reviews
• Documented creative learnings
• Iterations of winning concepts
• New creative experiments
• Ongoing testing roadmap
• Consistent pipeline of launch-ready ads

Important: What This Is NOT

This is not primarily a Meta media buying mandate.

Campaign setup, budgets, audiences and media optimisation can be handled separately.

This is also not a traditional brand campaign engagement. The company is not looking for:

• Large brand campaigns
• Highly polished campaign films
• Months-long production cycles
• Large creative presentations
• One-off batches of ads

The focus is on:

Creative velocity + learning velocity + performance.

A relatively simple ad that generates qualified interest is more valuable than highly polished creative that does not perform.

Ideal Agency Profile

The ideal partner will have experience across some combination of:

• Meta performance creative
• B2B advertising
• DTC / ecommerce
• SaaS
• Shopify ecosystem companies
• MarTech
• CRO
• Paid media or ecommerce tools

Particularly relevant would be experience building B2B ads using DTC-style performance creative principles, with a proven process for continuously producing and iterating creative based on campaign data.

What Success Looks Like

Over time, the company wants to understand:

• Which hooks consistently attract DTC decision-makers
• Which pain points resonate most
• Which creative formats perform best
• Which proof points and customer stories create interest
• Which product demos drive action
• Which ads generate qualified demos
• Which concepts can scale into multiple winning variations

The end goal is to establish several repeatable winning creative territories and continuously produce stronger variations within them.

The objective is not simply to make more ads.

It is to systematically get better at making ads that DTC decision-makers respond to.

‍