In this one, Aimee and Pete turn their attention to one of the biggest drivers of digital performance, the creative.

They’re joined by M&G’s Digital Lead Kevin and Creative Lead Tom to explore what actually makes creative work. From how design and copy come together to why platform matters more than you think, the team break down what separates good-looking creative from creative that delivers results.

They also discuss the balance between brand and performance, the importance of testing, and why creative should never be treated as just a finishing touch.

🎧 And in case you’re wondering… yes, we did bring a didgeridoo into the studio for Tom, and yes, he can actually play it.