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{beacon} Workweek Newsletter

Ari Murray

Aug 9th, 2026

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Bonjour Millionaire,

Happy Acquired Style wedding weekend to all who celebrate. And if you don't know what that is, that's okay and means you have a life and good for you! Wish I could say the same.

P.S. I said this on Friday and now Reddit is saying it was indeed new season Vera. I'm a witch!

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Sponsored by Hightouch

Before we start (it's related, I swear): we need to talk about creative velocity.
The algorithm doesn't reward 1 perfect ad anymore. It rewards feeding it ENOUGH ads to go find your buyer. But when anyone can churn out infinite AI slop, the creative bar is HIGHER, not lower.

This dilemma is why I loved this writeup from Hightouch. It walks through how the algo works + how to use AI thoughtfully (!) in the never-ending quest for creative variation.

Inside:
✹ Why only 6%-7% of ads perform at scale
✹ 3 pillars of creative velocity (volume is only 1 of them)
✹ How a lack of variation has a domino effect :[
✹ Where AI breaks on quality + getting volume without the slop

SEE HOW TO REACH CREATIVE VELOCITY

ON THIS EPISODE OF GO-TO-MILLIONS

^^ Me when I love an ad creative and I really believe in it and it doesn't scale.

It actually hurts me when that happens. And, it does happen.

Hurts me because I'm a little cocky. But moreso hurts me because I wasted real dollars that transfer from a real bank account. I think it's very important that we all remember that we aren't using tokens and that an extra 0 here and a loser ad there really matter.

Real money! Not fake money! There's pressure in that, and that's good. Pressure is thrilling.

I have a lot of thoughts on this subject and also want to show you ads that I've collected that are good examples of taste and thoughtful creative strategy. Meaning yes, each of the individual ads I'll curate here are good. But, the ad account behind each of the brands that I've pulled a single creative or so from is strong. Packs heat, is scaled, has mastered velocity and looks expensive on a per ad basis while feeding Andromeda.

Speaking of Andromeda, my sister-in-law was going to name her baby Andromeda but then Meta took it and now she didn't. I think I might have to steal it. Andromeda Murray.

Anyways, the creatives I believe are good references for us all, in the age of slop and lackluster they sure do stand out to me. Keep on file.

EXAMPLES OF TASTE @ SCALE (AD CREATIVES)

Aritzia

I'm the 1st to tell you that I'm a bit of a brat and don't want to wear something super identifiable as it feels like everyone would have it. Clothing brands kill on the DPA and a black basic is exactly what I want to be served. There's a white version, too. Uploaded to the same placement. Smart. I like how they included the SIZE in the carousel. Pointed and really smart for clothing (this isn't done as much as it should be). They are a hightouch customer.

And to contradict myself, I like this Aritzia ad and want this very loud striped shirt that is identifiable. Hightouch has made this ad library a great reference.

Ffern

Is running about 50 different versions of this scene and I have always loved them and the story they are telling here has legs, so honestly hell yeah. Example of velocity from a single idea.

This is an entirely different Ffern ad, but of the same essence. Same story. Oldworld charm.

Loewe

We're going neon but we haven't made a blanked (dumb) rule that every ad should have our logo overlay. We also haven't made a blanked (dumb) rule that no ads have the logo. The (smart) rule here is that lined up on a storyboard, these ads are from the same brand. Hence the throughline, the gorg neon.

Phoebe Philo

Velocity in the sense that the entire ad account is colorful but color is dropped differently per each asset. Red logo next to white. Interesting rug in a carousel and then same rug behind a stand alone ad (we aren't selling rugs, they are just our backdrop which Phoebe definitely didn't do for Andromeda but Andromeda does need this.

The rug:

P.S. Today I learned I don't know how to spell Phoebe by myself. </3

Trudon:

Color as a story. This asset is beautiful and looks ENTIRELY different when compared to anything else they are running. It literally sits in the ad account next to an old European castle. A pink candle! Next to a castle! Velocity and thought and spending real dollars with care in the age of Andromeda.

P.S. Glad they didn't crowd this with logo nor text. I really think we are often all doing too much and remember our word for August is restraint. Perfect!

Call It By Your Name

There's a lot happening but there's a lot happening in 2 very different ways. The tennis persona is going to eat that 1 up. 🆙

Velocity but with thought. I always say that if I order 50 ads and only 12 are good, we have 38 more ads to make. The assignment isn't turn in 50 ads. It's 50 good ads and we will keep trying until we are ready. These are 2 good ads.

I have so many more of these but I feel you understand. We need to make a lot of creatives, and we need to make creatives that are actually worth testing. Therein lies the work. Plenty of it.

WORKWEEK