Creative fatigue is often diagnosed late — after CPA has already slipped for two weeks. By then, budget is already spent defending yesterday’s winners.
We run a two-lane cadence: exploration and exploitation. Exploration produces a fixed weekly batch of new hooks. Exploitation protects proven concepts with controlled variants.
The operating rule is simple: every active concept has a kill threshold and a scale threshold. If neither is met within the test window, the concept exits. No soft landings.
Teams that adopt this rhythm usually see fewer “emergency creative” weekends and clearer conversations between brand and performance.
