3 MINUTES BULLSHIT WITH GEORGE #47: Creative Strategy Pyramid with Peter Fodor                 

Episode #47 of 3 MINUTES BULLSHIT WITH GEORGE featured Peter Fodor, Founder and CEO at AppAgent. We discussed Levels of Creative Strategy.

In this episode of 3 MINUTES BULLSHIT WITH GEORGE, George Natsvlishvili is joined by Peter Fodor, Founder and CEO at AppAgent. AppAgent is an award-winning growth and creative partner for top mobile game publishers. 

Peter shares his experience as a Mobile Growth Expert regarding the Creative Strategy Pyramid. 

Check out all the other episodes of 3 MINUTES BULLSHIT WITH GEORGE on our website or on Youtube channel. 

Connect with Peter and Passion.io here:

• Peter Fodor's Linkedin

• AppAgent

Timestamps:

00:00           Dance

00:15           Peter’s Introduction

00:43           Creative Strategy Pyramid

04:10           Bloopers

Transcript & Key takeaways from the episode:

Main Goals of Creative Development in Mobile Marketing:

• Find scalable creative angles.

• Maintain differentiation.

• Reach new audiences for growth.

Pyramid Levels (Bottom to Top):

• Competitive Inspiration

  • Fast, easy to produce.

  • Based on proven competitor concepts.

• Creative Iteration

  • Modify gameplay, music, or sequence.

  • Adds variation to existing ideas.

• Strategic Creatives

  • Driven by insights and research.

  • Original, brand-aligned concepts.

• Referential Creatives

  • Inspired by trends, pop culture, TV.

  • Emotionally engaging, relevant.

• Experimental Creatives

  • Bold, unorthodox ideas.

  • High risk, but can unlock major breakthroughs.

Approach:

• Start from bottom (easy wins).

• Move upward for a bigger impact.

• Use experimental wins to inspire new iterations.

George: I want to talk about creative strategy. You mentioned that you have a creative strategy pyramid. Tell more about that. 

Peter: Yeah sure. So I'm the guy who is, you know, living on the edge of creativity and frameworks. And I thought it might be interesting to share with you how we are ideate at AppAgent, what helps us to come with the new creators, because that's quite a hard part of being a mobile marketer. First, maybe to mention that when you are developing new creative you have pretty much free goals. One is to find new creative angles that are scalable. Second, to keep some differentiation point that makes your game interesting in appealing to the audience. And third, you need to also unlock new audiences in order to scale. So these are the goals and how to achieve that, that's where the creative pyramid comes in place. So imagine a triangle where the bottom you have for assets are quite easy to produce. There's quite the high chance that they will work but they're out quite quickly. And at the very top there are creatives that are very, let's say unusual. So the chances they will be the winning ones are low but it happens it can really help you to scale quite a lot. So at the very beginning, when you start, and there should be most of the effort is basically, let's say inspiration from the competition, where you look for the creative principles and you replicate them. The second level, the second tier is iteration where you change some element in order to hook the gameplay or music, order of things etc. Then you have strategic creatives which come from research, your insights and it's like the origin type of asset that you develop. And the level above, the fourth out of fives is something that we call referential creative, which is inspired by trends or TV shows, some cultural phenomenons. And there is already, not quite far from, you know, just doing the basic stuff, copying the competition. But it gives you a chance that you will find something like really interesting that will make you excited. And the very top of the pyramid is experimental creative, which is usually like very unorthodox, very crazy and bring some noble perspective. So chances you will win this one are quite low as I said. But if you find something that's like so appealing and so like attractive and novel, it will help you to find a new direction that you can then again start scaling from iterations and go up again. 

George: Got it. So the main idea is to find the balance between the routine creatives that work and unique ones that might work, and follow this direction, right? 

Peter: Exactly. And your effort is distributed this way, that you put most of the time and you put most of the volumes with these, like basic types of creatives, but you don't forget, you never forget that you need to try new stuff in order to feed campaigns with some novel approaches in order to keep the growth rate stable.  

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