What is media creative optimisation?

As platforms like Meta Andromeda, Google Performance Max, and TikTok Smart+ take over more of the targeting and budget decisions, creative has become the main variable brands can actually influence. Media creative optimisation is the work of making that variable count: audience insight, variant testing, platform-native asset production, and learning from what campaigns tell you while they are still running. The work now covers brief development, variant architecture, AI-assisted production, in-platform testing setups, and post-flight effectiveness measurement. Done well, it is the difference between two campaigns on identical spend delivering radically different outcomes.

What is Meta Andromeda, and why does it change how brands need to think about creative?

Meta Andromeda is the machine learning infrastructure that powers ad delivery across Facebook, Instagram, and Messenger. It evaluates and ranks creative assets in real time, automatically allocating budget to variants that perform, and continuously retraining on conversion signals at a speed no human team can match. The strategic shift this creates: targeting precision matters less than it used to, and creative variety matters far more. Brands running 3 to 5 creatives per campaign are leaving most of Andromeda’s optimisation power unused – the algorithm needs 30 to 50 variants per campaign to find combinations that outperform anything a planner could have predicted.

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Here ads Mean Action

Groundwork

Objectives
Brand Visual Identity
Competitors’ Analysis

Getting Started

Identifying Audiences
Identifying Platforms
Defining Communication Routes

Execution

Funnel-Wise Creative Approach
Assets Building
Creating Media Mix For AB Testing
Mobile-First Approach

Impact

Creatives’ Performance Analysis
Data Insights & Learnings

AB Testing

While tapping into a wide audience base, it becomes important to try different approaches to see what works and performs the best. We use AB testing to help deliver the best results through:

Strategic creative copies.
Relevant CTAs for more clicks.
Multiple creative variants to analyze and optimize the ad campaigns for maximum output.

Dynamic Creative Optimization

Using dynamic creative optimization, we help deliver more relevant and performance-driven ad experiences through:

Targeting the apt audience.
Using variations on the ads.
Personalized messages for users.

Mobile-First (MFC) Approach

Mobiles have revolutionized the consumption of content and have enhanced the effectiveness of ads. We harness our expertise to get the best out of Mobile-first (MFC) approach through:

More video assets focusing on vertical alignment.
Thumb-stopping content.
Unique`and relevant content/creatives designed for specific platforms.

Brands that Trust Us

Here's What Our Clients Say

Working with the L&F team has been a great experience. Their creative thinking, strategic approach, and responsiveness consistently strengthened every campaign. We truly appreciate their collaborative spirit and look forward to seeing their continued success.

Sharvanee Thale

Deputy Manager, Digital Marketing & Ecommerce

Working with the Lyxel ORM team has been a great experience for Hindware Smart Appliances. Their professionalism, responsiveness, and proactive approach have helped strengthen our online reputation through timely customer engagement. By understanding our brand values and working as an extension of our team, they have become a trusted partner, and we look forward to continuing this successful association

Varun Bangia

Lead - Digital & Ecom Performance Marketing

Our overall experience with the ORM team has been excellent. The team has been highly responsive, proactive, and supportive throughout the engagement. We truly appreciate the professionalism and dedication they brought to the partnership, and we're glad to have worked with you

Prajwal Lunked

Brand Manager

"L&F has been a great partner in elevating our Amazon presence. The team’s attention to detail, creative approach, and understanding of marketplace content have helped transform our listings with stronger visuals, A+ content, and compelling copy. Their work has not only enhanced our brand experience but also contributed to significant business growth and improved performance."

Ajit Singh

Ecommerce Manager

Working with Lyxel&Flamingo's Quick Comm team has been a positive experience. Their tailored strategies across planning, media, and search have driven encouraging results and supported our growth. We value their agility, commitment, and execution excellence, and look forward to scaling this partnership further.

Chahat Vijay

Quick Comm Marketing Manager

We appreciate the consistent effort and ownership that Lyxel&Flamingo bring. Their strong grasp of the brand and ability to deliver quality work make them a valued partner!

Saba Ashiq Ali

Digital Marketing Manager

We appreciate the ORM team at Lyxel&Flamingo for their consistent support, responsiveness, and proactive approach. Their strong ownership, effective brand reputation management, and commitment to quality make them a valued partner.

Yadnyashree Somaraj

Social and Digital Media Lead

L&F has been a valuable social media partner for Hettich India, helping strengthen our brand visibility and leadership in the digital space. Their consumer-first approach and creative excellence consistently deliver impactful results.

Jiteen Aggarwal

Chief Marketing Officer

"We appreciate Lyxel&Flamingo's efforts in managing Chicco's GMB listings. Their team has helped bring stores live efficiently and has been proactive in driving progress across locations."

Radhika Saran

Brand Manager

Lyxel&Flamingo streamlined our Google Business Profile management by consolidating ownership across locations and optimizing our presence. Their efforts significantly improved our profile visibility and impressions, delivering measurable impact.

Sumanjeet Gill

Senior Brand Manager

I've had a very positive experience working with the Lyxel&Flamingo Creative team. They consistently deliver high-quality, value-driven creatives, backed by strong creative thinking, AI-led video expertise, and responsiveness to feedback.

Manasi Sawant

Head- D2C Business

Lyxel&Flamingo’s strategic approach, proactive communication, and seamless execution have strengthened our digital presence. Their responsiveness, ownership, and commitment to quality have made them a valuable partner

Shubham Bhargava

VP - Head, D2C Business

The team's collaboration, timely communication, and seamless execution have driven exceptional campaign results. Their dedication, ownership, and ability to stay aligned through challenges have made the partnership truly successful.

Geetanjali Khorwal

Manager – Design

A highly professional and results-driven team that is flexible, collaborative, and quick to adapt. Their responsiveness and focus on outcomes made the entire experience seamless and enjoyable.

Neha Verma

Team Lead Marketing

"Lyxel&Flamingo has been a pleasure to work with. The team is collaborative, receptive to feedback, and quick to adapt. Their fresh creative thinking and constant exploration of new formats have helped keep our content engaging and relevant across platforms "

Aakanksha Gupta

Brand Manager

"Lyxel&Flamingo’s creativity and strong understanding of our brand helped elevate our e-commerce campaigns, with special thanks to Rishab for ensuring seamless execution throughout."

Vidisha Sawant

Assistant Manager - E Commerce

“Native Flipkart expertise, strategic insights, and flawless execution helped scale our ROAS to double. Their agility and technical strength made them a true extension of our brand. Lyxel & Flamingo is the agency to beat.”

Muskan Soni

AGM E-Commerce

We wanted to take a moment to express our sincere gratitude for the support the team extended during the entire 1 month of sales event. We grew 2.5x vs previous year festive season.

Special thanks to Sakshi Paliwal & Dhruv Khatri for their availability around-the-clock responding to queries and making campaign adjustment as per the business ask and need. We would also like to thank Keshav Kumar & Jitesh S for overseeing the entire campaign management and pitch in whenever required. And of course, a mention to Abhishek Kumar, for managing everything. Would also like to take this opportunity to thank Ankit Toppo & Anand Agarwal for their strategic inputs and their time in meeting offline and online before and during the event.

As we look onward and upward from here, there’s still a long way to go. With five months left in this FY, our focus should be now on together achieving even higher targets, and we look forward to the same level of support from the team in the journey ahead.

Neeraj Chandani

Ecommerce Manager

From building powerful strategies to seamless execution, L&F has been key in accelerating our D2C growth and unlocking our channel's true potential.

Anshul Batra

Head of Marketing

It has been a pleasure working with team Lyxel&Flamingo. We are seeing positive progress, and it is great to see keywords ranking well.
Let's continue to plan and focus on achieving even better results moving forward.

Somya Sharma

Assistant Manager
Pigeon