Creative Strategy Isn’t Guesswork: Inside High-Performance Ad Testing

How do top-performing agencies actually approach creative testing?In this episode of Marketing Mindset, I’m joined by Anze Markovic—founder of Unlock Performance and a seasoned creative strategist who’s worked on campaigns spending well into the 7 figures.

• How to prioritize messaging angles based on impact and audience size
• Why iterating on “medium performers” can drive more efficient wins
• How to balance client expectations for novelty with performance-driven repetition
• When to double down—and when to kill a concept
• The underrated power of copywriting in creative success

We break down the real workflow behind creative strategy and ad testing:Anze also shares how his team sources and scales UGC, why cross-client benchmarks are essential, and how old-school advertising books still shape his modern playbook.Whether you’re a performance agency, a media buyer, or a founder investing in paid ads—this conversation is a masterclass in thinking like a creative strategist.