01
Angles and hooks
Pulled from customer calls, reviews and what the ad account says is working.
Creative strategy that answers to the ad account.
Most ad accounts don't have a media buying problem. They have a creative problem: the same three ads running for months, briefs nobody wrote, and shoots planned around what looks nice rather than what sells. I set the creative strategy and write the briefs, my studio Content Department shoots and edits to them, and the numbers decide what we make next.
$0M+
Profitable ad spend managed
0x
Inbound pipeline at Basiq
0+
Brands worked with
0
Years of experience
How the creative cycle runs
Media buying only goes as far as the creative going into it. So I set the creative strategy as well as the budget: which angles we run, the hooks, the briefs and what we test next. My studio Content Department shoots and edits to that plan, and the ad data decides what we shoot next month.
02
Briefs and shoot plans
Scripts, shot lists and formats for video, photo and UGC, sized for each placement.
03
Test, read, reshoot
Creative runs as a monthly cycle. Winners get more variations and losers get cut.
Who this is for
A good fit if
- You spend on Meta or TikTok and your ads haven't changed in months
- People need to see your product or service to believe it
- You want one person connecting the brief, the shoot and the results
Not a fit if
- You want a one-off brand video with no plan to test it
- You need a full-time in-house content team
What I own, end to end
From the first customer call to the monthly readout.
01
Customer research
Calls, reviews and comments mined for the words buyers actually use.
02
Angles and hooks
A ranked testing roadmap, with hooks written for the first three seconds.
03
Briefs and scripts
One-page briefs, scripts and shot lists a crew or creator can run with.
04
Production
Video, photo and motion through Content Department, or directing your own team.
05
UGC and creators
Finding and briefing creators whose content doubles as ads.
06
Edits for each placement
Cuts for Reels, Stories, feed and TikTok, sized and captioned.
07
Creative testing
Structured tests that change one thing at a time.
08
Reporting
A monthly read on hook rate, hold rate and cost per result by angle.
How it starts
- 01
Audit
Two weeks in your ad account and creative history to find what has worked and why.
- 02
Angle map
A ranked list of angles and hooks to test first.
- 03
First shoot
A shoot day planned around the briefs, not the other way round.
- 04
Monthly cycle
Test, read, reshoot. Winners get variations, losers get cut.
How we'll work together
Fractional CMO and Head of Growth are the job titles. Copilot and Captain are how the role runs day to day. You get a senior marketing leader either way. The only question is who's driving.
You fly · I'm by your side
Copilot
For teams that already execute and need senior judgement on tap.
What you get
- A weekly strategy session
- Reviews of campaigns, copy and creative within one business day
- A quarterly plan and budget
- A direct line on Slack or WhatsApp
Best fit: An in-house marketer or agency already doing the work.
I fly · you're my crew
Captain
For founders without a marketing leader who want a system installed and run.
What you get
- A 30-day diagnostic and plan
- Ownership of the funnel and roadmap
- Creative strategy and briefs for every shoot and campaign
- A weekly cadence with your team
- A monthly board-ready report
- Management of any agencies or hires
Best fit: Businesses between roughly $1M and $20M revenue.
From $2,500 a month. One retainer, either seat, a fraction of what a full-time CMO costs. The exact number depends on scope, and you get it on the first call.
Both seats, first 30 days. Audit, plan, and the first quick wins shipped.
Month one is a paid trial. If the plan and the first changes are not live within 30 days, walk away and I refund the retainer.
Questions
What does a creative strategist do?
Decides what your ads should say and show, and why. That covers research, angles, hooks, briefs and a testing plan, then reading the results to decide what gets made next.
Do you shoot the content yourself?
I direct it. Filming, editing and motion run through my studio Content Department, or through your in-house team or creators if you have them.
How is this different from a creative agency?
An agency makes what the brief says. I write the brief from the ad data and customer research, and I stay accountable for how it performs.
What does it cost?
Creative strategy sits inside either seat, from $2,500 a month. Production through Content Department is quoted separately once the plan is set.
Which platforms?
Mostly Meta and TikTok, plus YouTube and video for landing pages. The research and briefs carry across all of them.
Let's work out which seat fits.
Tell me what you sell, roughly where revenue sits, and what's stuck. I'll reply within a business day with an honest view on whether I can help and what I'd do first.
Or reach me directly at ben@compoundgrowth.au