Bonus: Meta’s Garrick Tiplady & Kitsch’s Yingying Kuang on Scaling Creative and Media Buying with AI

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In this episode of the DTC Podcast, we’re joined by Garrick Tiplady, Global Head of SMB Group at Meta, and Yingying Kuang, Head of Ecommerce and Growth at Kitsch. They share practical insights into how AI tools are reshaping media buying—not replacing it, but making it more efficient and creative.

From Zuckerberg’s recent comments about simplifying campaign setup to the real-world tactics Kitsch uses to launch 100 creatives a week, this episode is filled with straightforward strategies for scaling performance marketing. Garrick and Yingying discuss how Meta’s Advantage+ and GenAI Creative tools support human creativity and free up media buyers to focus on strategy and storytelling.

Key insights:

Why creative is targeting, and how AI helps scale it

How Kitsch leverages AI for creative production, testing, and analysis

The balance between automation and human strategy in performance marketing

Measuring incrementality and understanding attribution beyond last-click

Preparing for Q4 with proven creative and campaign strategies

This is a must-listen for media buyers and marketers who want to leverage AI tools without losing sight of strategy, customer connection, and real business impact.

Find out more at https://www.facebook.com/business/news/meta-advantage-explained-in-two-minutes

Timestamps

00:00 – How Kitsch approaches Meta's automation and creative strategy

02:15 – Why creative diversification outperforms targeting hacks

04:30 – Retargeting strategy and why it’s not one-size-fits-all

07:00 – Meta’s view on freeing up time for creative strategy

09:15 – Using Gen AI to boost creative volume and performance

11:30 – Measuring incrementality with Meta tools and Northbeam

14:00 – Multi-channel attribution and retail halo effects

16:15 – Testing Q4 offers early and holiday creative strategies

18:30 – How creators and partnership ads drive 15–25% higher ROAS

20:30 – Final advice for mastering Meta media buying in 2025

Hashtags

#dtcpodcast

#mediabuying

#metaads

#genai

#ecommercemarketing

#kitschbrand

#advertisingstrategy

#q4planning

#creatorads

#digitalattribution

#incrementality

#performancecreative

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