creative-intelligence
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Judith Carr-Rodriguez and the case for fewer, better people
From early digital advertising in London to the leadership of FIG in New York, Judith Carr-Rodriguez has kept returning to one question: how do you give experienced people the room to do good work? Her answer involves trust, creative ambition, and knowing when to stop waiting for certainty.
The Ad Agency That Put the Commercial on the Spreadsheet
FIG built a creative agency around a stubborn question: if ads are measured so obsessively, why is the ad itself still a mystery? Its answer is a small senior team, a large appetite for stories, and a machine that turns creative choices into data.
Madgicx Wants Your Meta Ads Off Your To-Do List
A tireless AI media buyer, a creative workbench and a reporting desk now live under one roof. The catch is knowing where the automation ends, what the bill becomes, and whether your ad account is busy enough to justify both.
SelfMade
SelfMade is a New York-based AI creative company behind Skipper, a creative intelligence platform that scrapes customer reviews, Reddit threads, Amazon feedback and social comments to build audience personas and generate on-brand performance ads at scale. Originally founded in 2015 as an Instagram commerce app, the company pivoted through agency work before rebuilding around AI-driven creative production for e-commerce and direct-to-consumer brands.
Will Sartorius
Will Sartorius is the CEO of SelfMade, a New York performance marketing company, and the builder behind Skipper, an AI creative intelligence platform. He took over a near-dead agency in 2023 and rebuilt it around a single conviction: the data brands need to make better ads already exists in Amazon reviews, Reddit threads and Facebook comments, waiting to be scraped, tagged and turned into creative. His pitch to marketers is blunt: stop brainstorming, start listening to what customers already said.
CreativeX
CreativeX is a New York-based AI creative data platform that automatically analyzes a brand's images and videos to score creative quality, enforce brand and platform best practices, and connect creative decisions to media performance. Used by more than 30 of the world's largest advertisers - including Unilever, Heineken, PepsiCo, Google and Mondelez - it turns the historically subjective business of advertising creative into measurable, comparable data across thousands of brands and markets.
NewForm
NewForm is a New York-based creative intelligence company that pairs an in-house creative studio with proprietary software called Framework. It makes paid social ads at scale - roughly 2,500 assets a month written, shot, and edited by people - runs them in market, and turns every result into a living map of what works for a brand. Founded by Hamza Alsamraee, Andrew Presser, and Alec Velikanov, NewForm puts strategists, producers, and engineers under one roof to close the gap between creative and media for performance teams.