On this episode, Jordan Rogers Smith is joined by Philip Buerger, Co-Founder and Chief Strategy Officer of TubeScience, and Chiwei Lee, Director, Americas - Creative Shop at Meta. They discuss the vital role of creative content in performance marketing, the shift from static to video content, and how brands can navigate and optimize their creative strategies in the evolving digital landscape.   Key Takeaways:   (00:18) Introduction of Philip Buerger and TubeScience.  (01:27) The shift from static to video content and its impact. (02:43) The need for creative diversity in ad portfolios. (04:12) Managing creative fatigue and audience burnout.  (05:59)  Leveraging creator-led content for effective ads. (06:50) Building top-of-funnel content to attract broader audiences. (12:48) Importance of a clear strategy for testing and iterating ads.  (17:31) AI's role in creative processes and marketing. (24:12) Being consumer-centric in content creation.   Resources Mentioned: Philip Buerger - https://www.linkedin.com/in/philip-buerger-13943932/ TubeScience | LinkedIn - https://www.linkedin.com/company/tubescience/ TubeScience | Website - https://www.tubescience.com Chiwei Lee - https://www.linkedin.com/in/chiweilee/ Meta - https://www.linkedin.com/company/meta/ Keep up with the latest from Meta’s Business Engineering Team by following us on Medium.   #innovation #technology #genz #metaverse #socialmedia #socialmediamarketing #creative #ads