Threading The Needle

As Q4 approaches, creative demand becomes one of the biggest challenges for brands looking to scale efficiently. In this episode, Richard Gaffin (Director of Digital Product Strategy at CTC) sits down with Luke Austin (VP of E-Commerce Strategy) to unpack CTC’s new Creative Demand Model—a framework that quantifies exactly how much creative output brands need in order to hit their revenue and spend goals.They walk through real examples from CTC’s dataset, breaking down what separates the highest creative scores from the lowest, and why top brands are still producing hundreds of ads each month to sustain growth. You’ll learn:The five key metrics behind the Creative Demand Score (zero spend rate, ad concentration, ROAS degradation, spend degradation, and evergreen share).How creative volume directly ties into forecasting models like spend and MER.Why troubleshooting CTR or hook rate in isolation often misses the bigger picture.Practical recommendations for balancing evergreen content, rapid testing, and scaling