D2C Diaries Reinventing Creative Strategy with AI: Alex Cooper
Aug 7, 2025
In this engaging discussion, Alex Cooper, who runs the performance creative agency Ad Crate, dives deep into the fusion of AI and creative strategy. He reveals how AI is reshaping advertising, making performance-first storytelling crucial. Topics include the evolving role of creative strategists by 2025, the need for agencies to develop internal IP, and the potential of video ads. Alex emphasizes that 'briefing' will be key in the near future and discusses how agencies must adapt to stay competitive in a rapidly changing landscape.
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Episode notes
Prioritize Research Over Output
- Carve out more time for research and crack open reviews, comments and niche forums for angles.
- Treat research as the primary multiplier before execution to find new audience pockets.
Make The Team Absorb The Feed
- Make every creative team member a relentless collector of inspiring ads and organic examples.
- Run weekly brainstorms that let editors and performance people contribute unusual ideas.
Use Access, Educate, Incentivize
- Give strategists and editors access, education, and incentives: share data, teach creative, and reward winners.
- Align incentives to output by paying small bonuses when assets hit meaningful spend thresholds.
