DTC Creative Strategy Consultant | Hugo Fetiza

You already know
creative strategy
is what scales ad accounts.

The old ways of targeting, bid caps and ABOs are DEAD. You’ve watched Dara Denney, Nick Theriot, Ben Heath, Hormozi, Schwarz et.al. You’ve read about desire-based research. You’re mining Amazon reviews and Reddit threads. You’re writing hooks. You’re briefing editors. And it’s still not working the way it should.

Your creatives get some spend. Maybe one hits. But you can’t figure out why THAT one worked and the others didn’t. You can’t replicate it. You launch 10 new concepts and Andromeda ignores ALL of IT, and you wonder if you should test ABOs instead (you shouldn’t). Sound familiar? Here’s why.

Work

Here’s what that looks like in practice: five briefs.

These are Meta API numbers, summed across every variant of the brief, in every account it ran in. Pick any one and check it.

BRIEF 01 / 05 ErgoSleeve / DCT 38

ErgoSleeve DCT 38.

One brief became 17 live ads across four markets, and took 36% of everything the account spent in 17 days.

SHARE OF ACCOUNT SPEND

36%

of everything ErgoSleeve spent, in 17 days

Spend $52,048

ROAS 2.21

Purchases 1,276

BRIEF 02 / 05 Novexa / B.252

Novexa B.252, "The 4-Month Growth Timeline".

One brief, live across three ad accounts. It took 30% of the campaign budget.

SPEND

$59,643

30% of its campaign budget

Spend $59,643

ROAS 1.45

Purchases 958

BRIEF 03 / 05 RachelWear / H3.2

RachelWear H3.2, "If it's smooth, it's not working".

Written for the woman who already bought four pairs off Instagram and stopped believing any of them. It became the number one winner in the account, 514 purchases in 30 days.

ACCOUNT RANKING

winner in the account

30-Day Spend $15,434

ROAS 2.04

Purchases 514

Window 30 days

BRIEF 04 / 05 Paramedic Flash / DCT 7

Paramedic Flash DCT 7, "Protocol Wars".

One concept, three hooks, nine live ads, its own lander. The best hook held 18% of the campaign budget for 110 days.

BEST HOOK ROAS

3.18

strongest hook, 18% of campaign spend for 110 days

Spend $11,960

Peak ROAS 3.18

Purchases 233

Days live 110 days

BRIEF 05 / 05 Forciano / DCT 11

Forciano DCT 11, "the female recommendation".

Forciano’s breakthrough. Same body, only the hook changes, tested one hook at a time. Rolled across all three ad accounts at a peak 3.2 ROAS and about half the weekly spend.

PEAK ROAS

3.2

peak, about half of the weekly spend

Peak ROAS 3.2

Share of weekly spend ~50%

Ad Accounts 3

Format Hook-only variants

Every number sums every variant of each brief, in every ad account it ran in, straight from the Meta Marketing API. Authorship is checked against the author column in each brand’s own creative roadmap.

Creative strategy is a very delicate chain. Research, brief, execution, testing, iteration. If ONE link breaks, the whole thing falls apart. And that’s what’s happening to you right now.

Maybe your research is solid but your briefs don’t translate. Your editor gets a doc full of insights and still has to guess what the ad should actually look like. Maybe your execution is clean but the research is surface-level. The ad looks great. Nobody converts because it’s not speaking to a real desire. Or maybe you nailed the research AND the execution... you found a winner... and then you didn’t know what to do with it. You iterated too little and Andromeda killed it. Or you did too much of a big swing and it just flat out flopped... I’ve been in all three of those places.

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01 / 05

Research.

I go deep into your customers. Amazon reviews, Reddit, TikTok, competitor comment sections. I find the exact language your buyers use, then build sub-avatars so specific your audience feels like your brand crawled inside their head.

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02 / 05

Brief.

From there I map the angles, write the hooks, structure the scripts, and hand your editors Milanote briefs so detailed they don’t have to guess a single thing.

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03 / 05

Cut check.

I also check their creatives to make sure there are NO flaws in the system.

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04 / 05

Read.

After every testing round I analyze what won, what lost, and why.

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05 / 05

Iterate.

Then I build iteration plans that keep the winning variable constant while testing new high opportunity variables. That’s the full chain. Research. Brief. Production. Test. Iterate. NO gaps and guessing games at all.

I’m Hugo Fetiza. 6 years and $60M+ in managed ad spend, scaling brands like iCare from $50k to $250k a month.

I ran 40+ US ad accounts for Kieran O’Brien and Kaden Phipps before they sold ShopGenie to Iman Gadzhi, held $50,000 days for Marek Bedar’s brands on advertorials, listicles and VSLs, and was coached inside Alex Fedotoff’s mastermind.

I also handle media buying. But the briefs and creatives are what make or break your account. The buying is the easy part.

Every brief on this page is one I wrote, checked against the author column in the client’s own roadmap.

I’ve internalized frameworks most media buyers don’t know exist.

You already know
creative strategy
is what scales ad accounts.