Creative audit: measure the potential of your creative assets
Before producing anything new, we run every piece of your existing content through a comprehensive evaluation framework. The goal isn't to judge your creative work: it's to pinpoint exactly what's holding back performance, and what deserves to be worked harder.
What your creative library really contains is rarely visible
Many brands have been producing content for years without ever getting a clear picture of what their library actually holds. Some assets have real reuse potential and never get reactivated. Others keep running long after they've stopped delivering.
Without an audit, production decisions come down to instinct: what you remember making, not what actually worked.
Our evaluation framework: the
le Creative Gap System
Persona gap
We check whether any target audience is left unaddressed by your current creative.
Pain-point gap
We identify the purchase objections that none of your existing content answers.
Social proof gap
We spot the claims you make without proof behind them, so they can be substantiated.
Differentiation gap
We assess whether your messaging blends in with your competitors' instead of standing apart.
Maturity gap
We check whether your audience has enough context to actually understand your offer.
Platform gap
We assess whether each message is built for the native conventions of the platform it runs on, or stays generic.
Liquidity score
We also score each asset on how quickly it can be turned into new formats: the volume of usable material it contains, how easily it can be adapted, the density of its reusable messages, its funnel coverage, and how fast it can move into production.
Take stock of what you have before producing more.
What you receive after a creative audit
You receive a map of your existing creative, asset by asset, with a concrete recommendation for every gap identified: what to strengthen, fix, reuse, or produce to close it.
This diagnostic becomes the foundation for every creative decision that follows, whether it's made in-house or with us.
Frequently asked questions from our clients
Have questions? You're not alone. To help, we've gathered the questions our clients and prospects ask most often.
What is a creative audit?
A creative audit is a diagnostic of the ad content a brand has already produced, run to identify the gaps limiting its performance: audiences left unaddressed, purchase objections left unanswered, claims without proof, a lack of differentiation, an under-informed audience, or formats that aren't native to the platform they run on.
Why run a creative audit before producing new ads?
Producing without an audit first means setting creative priorities on instinct. A creative audit shows objectively what your existing content already covers and what it's missing, so you avoid recreating redundant content or leaving major purchase objections unanswered.
What content can be included in a creative audit?
A creative audit can cover every ad format a brand has already run: videos, statics, carousels, UGC, and landing pages, as well as reusable non-advertising content such as case studies, interviews, and customer reviews.
What is a creative gap?
A creative gap is a missing piece identified in a brand's advertising message: an audience left unaddressed, a purchase objection left unanswered, a claim without proof, a lack of differentiation, an audience that hasn't been educated on the offer, or a format that doesn't fit the platform it runs on.
What is content liquidity?
Content liquidity is the ability of an existing asset to be quickly turned into new formats. It's measured against five criteria: the volume of usable material it contains, how easily it can be adapted, the density of its reusable messages, its funnel coverage, and how fast it can go back into production.
Is a creative audit useful even if current campaigns are already performing well?
Yes. A creative audit isn't just for fixing underperformance: it also reveals the untapped areas of creative that's working, so you can extend its lifespan and diversify your angles before it wears out.