From Competitor Evidence to an Original Creative Brief
A repeatable method for turning competitor ad observations into a brief your designer can build: separate what you saw from what you infer, filter what transfers, and keep the work original.
Ad8 Journal
Research that leads somewhere.
Better questions. Inspectable evidence. Original ideas worth testing. Field guides for the work between finding an ad and deciding what to make next.
New articles every two days.
Read the Offer Behind the Ad: A Practical Guide to Competitor Promotion Research
A 25% headline is not automatically a bigger offer than 20% or 15%. Read an offer in six parts, keep the wording and the unknowns, and turn the comparison into a creative test.
Stop Tagging Ads as Good: Build a Creative Research Taxonomy You Can Actually Use
“Strong hook” and “premium” are verdicts, not tags. Build a small taxonomy of observed and inferred facets so your team can count, filter and compare ads next quarter.
Why a Long-Running Meta Ad Is a Clue, Not Proof of Profit
A competitor ad that has run for months deserves a look, but it cannot tell you what it earned. Here are seven other explanations, a clue ladder and safer language for your notes.
The 45-Minute Competitor Ad Review That Ends With a Test, Not a Screenshot Folder
A weekly competitor ad review works better with a clock. Five timed blocks take you from a coverage check to one test card with a proof line and a decision rule.
The Meta Ad Library Is Not a Swipe File: A Better Way to Research Competitors
A swipe file stores what looked good. Research starts with a question, a declared sample and notes that separate what you saw from what you suspect. Here is a five-move method.