In this episode, we break down what’s actually driving Meta performance right now and why the brands scaling in 2026 aren’t chasing more creative, but building smarter systems around personas and AI.

We go deep into how top-performing accounts are reusing existing assets, structuring creative by persona, and using AI to unlock speed, diversity, and incremental reach... without burning teams out or inflating creative costs.

We also cover what’s next for high-production creative, why emotional authenticity still beats AI in key moments, and how founders and teams should be thinking about context, not prompts, as AI becomes embedded in everyday work.

If you’re a founder, head of growth, or creative leader trying to scale Meta in a world where targeting is gone and AI is everywhere, this episode will reset how you think about creative strategy.

Deep research AI guide here: https://kylepoyar.substack.com/p/deep-research-for-gtm?r=10j51v&utm_medium=ios&triedRedirect=true

From the team behind Soar With Us and Hambi Media: http://www.soarwithus.co/

🚨🚀 If you're a brand spending £100K/month, we'll run your ads. Apply for your growth roadmap: https://eu1.hubs.ly/H0rls0q0

00:00 Intro
01:15 Creative formats we're using right now
11:20 Next evolution of AI generated content
15:30 Creative testing strategy (ABO vs. CBO vs. ASC)
17:40 Criteria for deeming a scalable ad
19:40 ASC by persona scaling campaigns
22:40 The "Bidcap Graveyard" hack
24:20 Exclusions in ad setup
25:50 Intentional persona mapping
30:50 Post-purchase surveys for purchase triggers
34:10 AI-powered customer interviews
35:20 Do not turn off winning ads
36:50 Importance of AI experimentation
39:00 Claude Skills and Co-worker
42:15 Context engineering over prompt engineering
44:20 Building a Claude Skill for script writing
51:45 The rise of vibe coding

Follow Olly: https://linktr.ee/ollyhudson
Follow Joe: https://linktr.ee/joe_marston
Follow Loukas: https://shorturl.at/TRI8B / https://x.com/LoukasHambi
Follow Liam: https://www.linkedin.com/in/liam-dean-a11a43152/
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How we’re solving the biggest hiring bottleneck in DTC (and why Meta’s backing it). There’s a shortage of world-class creative strategists and it’s slowing down growth for agencies and brands alike.

You can apply for the incubator here: Apply here: https://apply.workable.com/soar-with-us/j/F587A37B6F/

You can find more information on the opportunity here: https://www.notion.so/soarwithus/Are-you-ready-to-launch-your-career-in-performance-marketing-2e611884e3c980589a44cb0d73c6bfb8

In this episode, Olly and Loukas break down how Soar/Hambi are solving the problem from the inside out… by launching the UK’s first Creative Strategist Incubator.

Whether you're hiring for this role or trying to be the hire, this episode covers:

— Why great creative strategists are so hard to find (and even harder to train)
— The exact soft skills to screen for if you're hiring
— How we built a system to turn generalists into high-performance strategists fast
— What Meta told us about upcoming creative similarity changes and why they're backing this programme
— Who this is for, how to apply, and what’s actually included

Applications for the first 5-person cohort are now open.This is not a junior marketing role.

This is the MBA for creative strategy.

Apply here: https://apply.workable.com/soar-with-us/j/F587A37B6F/

Chris’s newsletter (featured in the episode): https://copychris.substack.com/

Timestamps:
00:00 Intro
01:16 The shortage of great creative strategists
03:50 What makes a great CS: baseline traits + transferable skills
07:53 Incubator announcement
12:01 9–12 month pathway to Creative Strategist role
14:51 Why CS is hard to train
15:56 Training method + modules
21:48 Scriptwriting focus: train hardest first
27:58 Gold Standard scorecard
34:18 Why people leave companies: managers, progression, culture
45:24 What’s next: course content + apply link
From the team behind Soar With Us and Hambi Media: www.soarwithus.co

Follow Loukas on socials:
LinkedIn: https://shorturl.at/TRI8B
Twitter: https://x.com/LoukasHambi

Follow Olly on socials:
LinkedIn: https://shorturl.at/kPrqO
Twitter: https://x.com/oliverwhudson
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IM8 went from $0 to a $120M run rate in just 11 months and they’re targeting $300M by the end of 2026.

In this episode of D2C Diaries, Olly sits down with Danny Yeung, CEO and co-founder of IM8 Health, to unpack how he built one of the fastest-growing supplement brands in the world.

From bringing on David Beckham as co-founder, to replacing 16 supplements with one clinically-backed daily drink, to assembling a scientific board with experts from NASA, UFC and Mayo Clinic, Danny shares the full playbook behind IM8’s explosive growth.

You can watch our IM8 breakdown here: https://youtu.be/FSO_kiGOVu8

Download the IM8 funnel resource here: https://eu1.hubs.ly/H0q_2-h0