Today, creative is the biggest lever for performance. With rising CPMs, endless algorithm shifts, and audiences demanding relevance, the right creative can make or break your media strategy.In this Brave Talk episode, lead creative strategist at Brave Bison, Isabel Villadolid sits down with agency partner at Meta, Alix Sutherland and design lead at Brave Bison, Danielle Fine to chat why creative is now the strategy, not the afterthought.

Mindsets matter more than metrics. In episode two of The Media Lift Effect, Eve Young returns with Gareth Harrison (SocialChain) and Mark Byrne (Brave Bison) to unpack how brands can apply the model across audience, creative, media, and measurement.

From auditing assets to making use of AI tools like AudienceGPT, this episode shows how to build strategy around real behaviour, not outdated personas. Creative becomes your targeting, organic becomes your testbed, and measurement becomes the bridge between brand and performance.

If you want a social strategy that works with the algorithm, not against it — this is where to start.

🔗 Get the full framework in the whitepaper: https://bravebison.com/insights/the-media-lift-effect/

Social ad spend is growing but over half of it still goes to waste. In this first episode of The Media Lift Effect, a special SocialMinds × Brave Talk collaboration, host Eve Young is joined by Gareth Harrison (SocialChain) and Mark Byrne (Brave Bison) to unpack why performance is falling short — and what needs to change.

They explore the new realities of rising CPMs, fractured attention, and misleading last-click attribution. And introduce a smarter model built for how people move through social: aligning creative, media, and measurement to reduce waste and lift performance.

From creator content to dwell time, organic signals to data-driven attribution — this is your reset on what effective social performance really looks like.

🔗 Download the full whitepaper: https://bravebison.com/insights/the-media-lift-effect/