Real people, 80 markets Every ad pretested before it runs No media buying, no per-asset pricing

The creative system

One system, four parts, tailored to your setup

Every campaign runs through strategy, production and optimisation, one continuous loop. Setup happens once at account level and tailors it to your brands, markets and partners. The whole system runs on our AI platform, which gets smarter with every week your account runs, while the ads stay real people in real environments.

01Setup 02Strategy 03Production 04Optimisation

app.creativelysquared.com

K

KitKat · AI Brand Profile

The standard every ad is briefed to and pretested againstActive

Brand codes

Brand red · white

✓Pack in frame in the first 3 seconds

This week

✓6 ads pretested, 5 ready to launch

✓2 remixes briefed from the weekly read

01Setup · once, at account level

Your objectives, before anything else

What are you trying to build, and how do you measure success. Everything the system does answers to what’s agreed here.

What we measure, in order

Agreed once, applied to every campaign. Each campaign then adds its own KPIs.

1Brand objectives firstThe associations, innovations and seasons that matter, built into every adEngineered in

2Effectiveness, then efficiencyLeading indicators: seen, watched long enough to stick, then cheaperRead weekly

3Validated with lift testsIndependent studies confirm the system moves your brandPeriodically

✓Account audit. What your spend did, what got watched, how many distinct concepts were actually live.

✓Company KPIs and measurement. Including the inherited targets that no longer serve the objective.

✓AI Brand Profile. Your codes, claims and compliance rules, the standard every ad is tested against.

✓Media plan. The portfolio is sized from it, never sold as a package.

✓Your partners. Creative agencies, production sources, tech and social partners, global and local. We supplement them, we don’t replace them.

The system is fixed, the settings are tailored. Cadence, approval windows and portfolio size are set to your account. A pharma brand may run longer approval windows and less frequent optimisation, the system holds either way. Setup runs in weeks, the first weekly read lands with your first live week.

app.creativelysquared.com/brand-profile

K

KitKat · AI Brand Profile

The standard every ad is briefed to and pretested againstActive

Distinctive assetsClaimsMarketsCreator rights

Brand codes

Brand red · white

✓Pack in frame inside the first 3 seconds

✓Red carried in wardrobe, props or set

Claims rules

✓“Have a break” and approved variants

✕Health or nutrition claims

✕Competitor references

Market permissions

AUUKUSCAID+ 12 more

✓Local language and casting rules per market

Creator rights

✓38 assets with documented releases

✓Usage scoped to paid social, per asset

Built in setup, sharpened by every pretest and every week the account runs.

Learn more: What is a creative system? → Creative is working media now →

02Strategy · every campaign

One campaign becomes a portfolio of concepts

Your campaign idea comes in with the brief. We map it across category entry points and audiences, so the plan covers every moment your buyers reach for the category.

✓Campaign objectives. Inherited from setup, with this campaign’s own KPIs added.

✓Media plan and budget. The portfolio is sized from them, never sold as a package.

✓The creative you already have. Existing and planned assets are part of the plan, we coordinate with them, not around them.

✓Planned with you, not for you. Category entry points are our starting frame. If you arrive with existing segments, we build the map together.

Objectives

Media plan

Existing creative

Audiences

Entry points

A portfolio of concepts covering entry points by audiences

app.creativelysquared.com/plan

C

Campaign plan · Break better

Every concept becomes a brief with its entry point, audience and format attachedPlan approved

Concept	Entry point	Audience	Format	Status
01 · The work break	Entry point 1	Audience 1	Creator video · 9:16	Approved
02 · The play break	Entry point 2	Audience 2	Creator video · 9:16	Approved
03 · The active break	Entry point 3	Audience 3	Creator video · 4:5	In review

You approve the plan and the creators, then sign off creative in the approval window. Everything else is ours.

Learn more: Why you need a portfolio, not more content → Your media and creative strategy have to be aligned →

03Production · every campaign

Native or on brand? Both.

Creators bring the authenticity. We bring the strategy, consistency and craft your brand needs across every creator, campaign and market.

✓Craft and direction. Every creator works to a directed brief with quality control on every asset. Diverse casting, one standard.

✓Brand codes held across creators. Colours carried in wardrobe, props and set, pack in frame from the first seconds. The creator changes, the bar doesn’t.

✓Pretested before a dollar runs. Every ad is scored against your Brand Profile for brand codes, claims and compliance.

✓Rights, documented. Creator releases and usage rights scoped and recorded per asset. A real rights chain, which synthetic performances can’t offer.

9 ads · 9 creators · 5 markets · one system

app.creativelysquared.com/pretest

P

Pretest · Break better campaign

Every ad scored against the Brand Profile before it spends anything2 of 6 in review

The work break · v2Creator video · 9:16 · AU ✓Brand codes ✓Pack early ✓Claims ✓Compliance 92Ready to launch

The play break · v1Creator video · 9:16 · US ▲Pack at 7s ✓Brand codes ✓Claims ✓Compliance 68Needs action

What passes and why feeds back into the Brand Profile, so the next brief starts sharper.

Learn more: What is high quality creative? → Brand ads, UGC, influencer and creator marketing →

04Optimisation · every week

Weekly decisions: pause, remix, replace

Every ad is read against the leading indicators for your objective. Winners scale, promising concepts get remixed, tired ads are replaced with net new.

✓Signals follow the objective. A reach campaign and a conversion campaign are read differently, against the KPIs set in strategy.

✓Pause, remix, replace. Winners scale, promising concepts get remixed, tired ads are replaced with net new.

✓The learning compounds. Weekly reads write the next brief, pretest results sharpen the Brand Profile, campaign learnings carry to the next campaign.

3s view rate

73.5%

View-through

11.9%↑ 4.0x

CPM

£3.69-44%

app.creativelysquared.com/analytics

A

Creative analytics · week 6

One view of the portfolio, its signals and its decisions, shared with your teamReach campaign

Ad	3s view rate	Watched share	CPM	Decision
The fussy eaterWeek 3 live	73.5%	11.9%	£3.69	Scale
The fresh startWeek 4 live	61.2%	6.4%	£4.85	Remix
The gym kitWeek 5 live	44.8%	3.1%	£6.10	Replace

Signals follow the objective set in strategy. A reach campaign and a conversion campaign read differently.

Learn more: Data-driven marketing happens after you launch → How to read paid social results →

Setup starts with your objectives and an account read

A 30-minute call to scope it, seven days with the account, four numbers your team keeps either way.

Get your account read →