Create Less, Create Better: Creative Intelligence as a Competitive Advantage
Hosted at The AdTech Chill House · powered by VideoRunRun, C Wire & Orixa Group
AI has made content cheap and infinite. So why are most campaigns still underperforming? Because volume was never the answer — quality and validation are. We're bringing together three pieces of the same answer, live on stage: Content × Creative × Performance — not three tools stacked on top of each other, but a closed loop that makes 'create less, create better' actually work in practice.
About this session
Generative tools collapsed the cost of producing creative — and lifted the floor of what's possible — but most brands still ship campaigns that underperform. The bottleneck moved: from production capacity to creative judgment, validation and the signal loop between creative, content and performance.
Three operators close that loop publicly: Alban Besnier (Orixa Media) on content, Aurélie Touboul (VideoRunRun) on creative intelligence, and Rui de Freitas (C Wire) on the performance signal. The argument: you don't need more creative — you need a feedback loop that tells you which creative deserves the next impression.
What you'll take away
Why volume stopped working
The economics behind 'more creative ≠ better performance' — and how AI-fueled output without a feedback loop quietly compounds waste.
Closing the Content × Creative × Performance loop
What a live signal loop between these three layers looks like in a real campaign, not in a deck.
How to operationalize 'create less, create better'
Concrete decisions a brand or agency can make this quarter to spend less on production and more on the creative that actually converts.
Where
Reserve your seat
Free entry. Space is limited — Eventbrite handles the seat list and any waitlist.