How often should businesses really update their creative, and how do you know when it’s time to make a change?

In this episode of Life of the Brand, Brian Wink unpacks one of the most common (and costly) questions in marketing: when to refresh creative and when to let it ride.

We break down the difference between changing creative vs. rebranding, why even great ads can become “wallpaper,” and how data (not gut feelings) should drive creative decisions. Brian shares practical guidelines for updating creative across platforms like Google Display, Facebook ads, YouTube, OTT/CTV, streaming audio, and traditional media, along with the analytics marketers should be watching closely.

You’ll also hear why strong creative requires alignment between creative and media strategy, how buyer personas should actually be built, and the biggest mistakes businesses make when personal preferences get in the way of performance.