As Meta phases out interest-based targeting, the power balance in digital advertising is shifting from precise interest targeting to creative excellence. With Meta’s AI engine Andromeda taking centre stage, marketers must adapt by crafting sharper and more audience-resonant creative. In this blog, we unpack insights from Meta’s Pro team and share five essential strategies for to strengthen your creative excellence. The era of relying on interest targeting is over, now your creative is your competitive edge.

After speaking at the Risk & Resilience Summit, I wanted to reflect on the growing gap between how seriously social media should be treated and how many businesses still underestimate it. This blog explores the commercial upside of getting social right, the very real risks of getting it wrong, and the overlooked structural issues that put brands at risk. From poor access management to junior resourcing and lack of internal alignment. I also share real examples of businesses that are driving ROI through social, and practical tips for brands ready to treat these channels as the serious commercial assets they are.