In this session, we go far deeper than hooks, hacks, and fleeting trends.

You’ll learn the foundational creative principles that reliably convert TV audiences into real customers.

Whether you're a marketer, brand founder, or creative strategist, this webinar breaks down the proven mechanics of performance-driven TV advertising—based on Studio 90’s Brand House framework and industry data from Nielsen.

You’ll learn:

Why creative is the #1 driver of advertising effectiveness

How to shape a powerful “big idea” that triggers emotion

How to showcase your product or service in a way that feels real and relatable

How to increase conversions without sacrificing creativity

Chapters in this video:

00:00 – Welcome & Introduction

00:30 – Why Creative Is King (Nielsen insights)

01:03 – Understanding Brand vs Performance on TV

01:36 – Setting KPIs & Your Position on the Brand–Performance Scale

01:59 – A Performance-Focused Approach to Creative

02:28 – Stage 1: Crafting the Big Idea

03:00 – Stage 2: Message Development

03:38 – The Studio 90 Brand House Framework

04:10 – What Makes a Good Idea? (Emotion & Audience Impact)

04:35 – The First 5 Seconds: Brand Recognition Without Gimmicks

05:20 – Showing Your Product in Situ

06:01 – Building Your Brand World With Visual Cues

06:44 – Being Obvious vs Being Subtle (and why subtlety hurts new brands)

07:13 – Customer Touchpoints: Showing the Real Journey

08:32 – Using Realistic Scenarios & Relatable Characters

08:59 – Features, Benefits & USP Clarity

09:59 – How to Pace Your Script (Words per second guidance)

10:21 – Crafting a High-Converting Call to Action

11:11 – When to Use Logos, URLs & QR Codes

11:27 – Using Offers & Reasons to Act Now

11:46 – Keeping Your Brand Consistent Across All Touchpoints

12:18 – Ensuring a Seamless Customer Journey

12:57 – The Brand House Checklist & Webinar Wrap-Up

13:34 – What’s Coming Next: Handout/Infographic