CREATIVE TEST PLANNING · DTC GROWTH AGENCIES

From creative question to first test batch. Asynchronously.

I turn an agreed creative question into a working hypothesis, a Creative Brief and a first batch of 4–6 static test creatives. After your media buyer runs the test, I analyze the results your team supplies to frame the next creative question and batch. Written inputs and agreed review points let us work across time zones without a shared meeting slot.

Your agency retains the client, account, budget and performance decisions. Your media buyer manages launch, tracking and account-side readout.

Send your creative question See the testing loop

Start with a short, non-confidential note. No discovery call required to begin.

WRITTEN INPUT SCOPED FIRST BATCH MEDIA BUYER HANDOFF

THE CLIENT CONVERSATION

When clients ask “what’s next?”, explain the test plan.

I connect each creative direction to a working hypothesis, a production-ready brief and a defined comparison. After your media buyer runs the test, I review the results your team supplies against the hypothesis and test conditions.

Your team can explain what we’re testing, why we chose it and what comparable evidence suggests we should explore next.

THE BRIDGE · WHERE I FIT

What you send. What I deliver. What your media buyer owns.

Your agency

Supplies the creative question, context, constraints and approved claims. Retains the client, account, budget and performance decisions.

My contribution

Defines the hypothesis, writes the brief, produces the first static creatives and delivers a traceable handoff. Analyzes the supplied performance results to inform the next signal and batch.

Your media buyer

Handles launch, tracking and the agreed account-side creative readout within your agency's process.

Clarity Before Scale

A testing loop, with results feeding the next creative question.

The Bridge: Signal, Brief, Units and Handoff.

READBACK

Your media buyer runs the test. I review supplied performance data to frame the next creative question.

  1. Observe

    Review the supplied context and relevant inputs. Separate visible evidence from assumptions.

  2. Define

    Agree the creative question, working hypothesis and intended change.

  3. Brief

    Write the Creative Brief. Specify what changes, what stays fixed and the planned readout.

  4. Produce

    Create the first 4–6 static test creatives. Name each creative and link it to its hypothesis.

  5. Handoff

    Deliver the named assets, brief and test setup notes to your media buyer for agency review and launch.

  6. Review results and return to signal

    Your media buyer runs the test. I analyze the agreed performance results your team supplies against the hypothesis and test conditions. Comparable evidence informs the next test question; unclear evidence is clarified before another batch.

Signal → Brief → Creatives → Handoff → Media buyer test → My performance review → Next signal ↺

Here, a signal means a useful insight or question emerging from comparable test evidence.

FIRST BATCH

The brief and the first static creatives.

A scoped package that connects the creative question to the assets your media buyer receives.

Discuss the first batch
  • Working hypothesis and Creative Brief with the intended change and fixed conditions.
  • 4–6 static test creatives produced against the agreed brief.
  • Named assets and test setup notes in a traceable handoff package.

Asynchronous, across time zones.

Inputs, feedback and delivery use an agreed written format and review points. Both teams can contribute across time zones. Written briefs, decisions and materials remain available for review. Each batch has a defined scope; the next batch is agreed separately.

What happens after the first test?

Later validation and motion work are separately scoped. Your agency or media buyer supplies comparable account-side test evidence and confirms the Phase 1 signal against agreed criteria before Phase 2 begins. 2.5D motion is reserved for confirmed winners. Public data does not establish winner status.

If test conditions change, claims lack brand approval or returned data is not comparable, progression stays on hold until the missing context is clarified.

One possible input

Public creative is useful context—not a performance verdict.

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

What was visible at capture time

  • Recorded market, query, filters and capture date
  • Creative composition and visible messaging patterns
  • Commercial offers and media execution when present
  • Start date and status displayed in the captured results

Cannot establish

What requires account-side evidence

  • Spend, delivery volume or audience composition
  • CTR, CPA, ROAS, conversions or business impact
  • Creative intent or why an ad remained active
  • Causality or the next decision in isolation

Meta Creative Evidence Report

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.

View report scope

Nebojsa Novkovic

External creative-test planning, inside your agency workflow.

My background is in design and creative execution. I connect the test question, brief, first creatives and supplied performance results in a traceable creative testing loop.

Email Nebojsa LinkedIn profile

Start with a client question

What does your team need to test next?

Send the brand or a public URL, your creative question and any essential constraints in a short, non-confidential note. No discovery call required to begin. Please keep account exports and screenshots out of this first note.

Send your creative question See how I work