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Episode 002

Building brands that last: The commercial case for creative assets

13 March, 2026
22.44
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Becky Shepherd
Partnerships director Dragonfly AI
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Tom Newbury
Senior account executive Dragonfly AI
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Suzanne Campbell
Digital commerce executive
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Building brands that last: The commercial case for creative assets
Episode 002
Table of Content
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Executive Summary

  • Creative has evolved from storytelling to conversion infrastructure – high-performing brands now treat creative assets as a commercial driver that directly influences purchase decisions on the digital shelf.

  • Winning brands combine content, availability and search – strong hero imagery, clear product benefits and usage-driven content help shoppers understand products quickly and prevent cart abandonment.

  • Future-proof brands build commercially intelligent creative systems – using data, AI and faster testing loops to optimize assets and ensure creative works harder in an increasingly competitive ecommerce environment.

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Suzanne Campbell
Digital commerce executive
Transcript

Q: What brands are doing well in the creative space right now?

Campbell: There are a lot of beauty brands that do it incredibly well. I’d say Glossier is one of them.

SharkNinja in the home and beauty space does it incredibly well. Nike continues to [excel] as well when we think about apparel, and Michael Kors for lifestyle brands.

They really know how to create content that connects with the shopper. All those brands are awesome at driving the right creative with consumers.

Q: In your opinion, what is the most overrated and most underrated metric in ecommerce?

Campbell: Overrated, I'd say isolated return on ad spend (ROAS) and underrated contribution margin after media.

In terms of what brands are consistently getting wrong, I'd say they are treating [the digital shelf] like a static catalogue instead of a conversion engine.

Q: If you could advise a CMO on one creative shift they must make today, what would it be?

Campbell: I think it goes back to breaking down the internal walls between creative commerce and organizational silos and really blending more upstream to get the best results.

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