Journal · 22 Apr 2026 · Naima Croft
Creative fatigue is a calendar
If you wait until the CPM has already told you, you are late.
A single static left in an ad set is not a strategy. It is neglect with a media budget. We date the concept when it ships and we date the replacement before it ships.
Fatigue is not mysterious. Frequency goes up, results go down, comments start repeating. You can watch it. You can also ignore it and call the channel “tired”.
The second concept is part of the first brief. If we cannot make two, we should not buy the first as if it will live forever.