Creative test planning · DTC growth agencies
If your agency is deciding what to test next, I can help frame the creative question and define a test direction for your team to review. Creative Test Design includes the agreed Phase 1 test units; later validation variants follow a validated signal and separate scope, with 2.5D only for confirmed winners. Your agency keeps the account, spend and performance decisions.
One possible input
A dated Meta Ad Library review can show visible messages, offers and formats. It is an optional research input, not a required first purchase. The public view alone cannot tell us what worked.
Can establish
Cannot establish
Clarity Before Scale
Clarify the client decision, target audience, offer and what the team already knows.
Review the current creative, permitted claims and any relevant public observations. Non-public account data follows a separate intake gate.
Separate what is observed from what is assumed, and identify the change worth testing.
Specify what changes, what stays fixed and what the agency needs for execution and readback.
The agency runs the test and owns spend. Any later interpretation depends on the account data and test conditions.
How I can support your team
The work itself follows the agreed scope of an existing service. A first conversation does not require a report or confidential account data.
Creative Test Design · Phase 1
An existing service for structuring a creative test once the question and conditions are agreed.
Optional public evidence
A separate record of what was visible in the public Meta Ad Library. It does not claim campaign performance or tell your agency what to test.
Controlled testing
When several elements change together, the result does not isolate which change mattered. Test design begins by making that ambiguity visible.
Noisy change set
Controlled test
Agency utility
Turn an open request into a question the team can actually brief and test.
Give the media buyer a brief with the intended change and the conditions to keep stable.
Review the proposed test without taking over the client relationship, account or budget.
Nebojsa Novkovic
My background is in design and creative execution. I help frame creative questions, produce scoped Phase 1 test units and hand over the setup for agency review. Later validation variants require a validated signal and separate scope; 2.5D is only for confirmed winners.
Start with a client question
Send a short, non-confidential description of the brand and creative question. We can then decide whether there is a useful scope to discuss; please do not send account exports or screenshots at this stage.