Ecommerce Playbook: Numbers, Struggles & Growth Story vs. Volume: The Creative Conflict Killing Your Ads
Jun 10, 2025
Dive into the tension between crafting compelling stories and the need for high ad volume in marketing. Discover how top brands strike the right balance to engage audiences while maximizing outreach. Explore the essential rhythms for business growth and learn practical strategies for empowering teams and fruitful collaborations. Delve into the pitfalls of micromanagement and uncover actionable steps to overcome the creative conflicts that may be hindering your marketing success.
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Two Rhythms in Marketing
- Marketing must balance two rhythms: the long-term, deep storytelling moments and the evergreen volume-driven ad production.
- These rhythms require different teams and behaviors but both incorporate volume in delivery.
Use Campaign Briefs to Translate Story
- Create a campaign brief with structured assets to guide diverse, volume-based ad creation.
- This bridge connects the longer-term story to the iterative creative production process.
Internal Teams Craft Big Stories
- Internal teams, not agencies, should create major marketing moments as they know the brand deeply.
- Agencies excel at translating those moments into direct response ads for revenue growth.