Everyone's talking about creative volume but more doesn't always mean better. In this honest, behind-the-scenes conversation, Molly Pittman and Smart Marketer's Creative Director Ben Bennett unpack the current state of paid creative in a post-Andromeda world.
From team leadership to what Meta is really optimizing for, this is the high-level conversation marketers need right now.
"You're never going to put the wrong image in front of the right person and get a conversion." – Ben Bennett
You'll learn why more assets don't equal better performance and how to feed the algorithm with the signals it actually needs.
Why creative volume is being misunderstood in the current media landscape
What Meta actually wants from your assets (and what it ignores)
Why the wrong kind of testing can kill your ROAS
The myth of "scaling through background color changes"
How to structure a creative team that can adapt and win
Why the best creative still comes down to fundamentals of persuasion
How Smart Marketer is evolving its agency model for better performance
Smart Marketer – smartmarketer.com
Molly Pittman – mollypittman.com
Instagram – @smartmarketer | @mollypittmandigital
Omnisend – smartmarketer.com/omnisend (Use code SMART for 50% off)
00:00 – Welcome from Anthony: New two-part series with Molly & Ben
01:12 – Ezra shares why he trusts Omnisend for email & SMS
02:15 – Live from Danville: Meet Ben Bennett & his creative journey
04:04 – From Spanish degree to Smart Marketer: Ben's origin story
07:21 – Why understanding media buying makes better creatives
08:48 – How Meta's shift toward AI impacts your creative strategy
10:26 – The "hungry machine" problem: Feeding Meta with meaning
12:22 – The high cost of low-quality volume
14:22 – Creative testing ≠ slapping on a new background color
17:53 – What Meta actually needs: Real variation & signal
20:34 – How Ben leads his team through creative pressure & change
23:29 – Stop chasing "perfect"—start getting adaptive
25:55 – Why creative is now the currency of performance
27:59 – Integrating creative into the media buying process
30:26 – Final thoughts: Trust the fundamentals, stay fluid
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