You're busy building, so are we. Here's a snappy update on what's next at Cuttable.
What's happened (Jan-Mar) ✅
- 25 brands are now live in our Beta program and are creating ads through the Cuttable platform - we've got toothpaste brands to fragrance labels to travel companies as part of the Beta. 90% eCommerce-focused across the UK, US and Australia.
- First wave of creative is already cutting through on Meta.
- 290 brands and agencies have joined the waitlist (growing 10% weekly)
Creative Direction: Copywriting ✍️
Now we have the first beta version of Cuttable in the hands of our trial brands and feedback is flowing, we're diving deeper into how Cuttable crafts copy that is agency-level, we are doing that by:
- Training Cuttable to read a brand's existing messaging across channels – because great creatives study the brand bible before writing a single headline
- Building brand-specific language guidelines – embracing the words that define a brand and killing the ones that dilute them
- Working with copywriters like Ant White to continue to train Cuttable. Ant is an award-winning creative director and founder of Sunday Gravy. He has developed campaigns for some of the world's most iconic brands and has been named among the 30 best creatives in the world by AdWeek.
"Great advertising has always been built on understanding a brand's voice at a deep level. We're teaching our AI to think like a seasoned creative director who can instantly tell when copy doesn't match the brand's personality. This isn't just about following tone guidelines – it's about truly capturing what makes each brand distinctive and memorable."
— Paul Arena, Cuttable Head of Strategy (formerly at Ogilvy and TBWA)
What else are we working on? (Apr-Jun) 🎯
- Introducing performance-driven creative (think product & sales ads) alongside brand-building creative
- Expanding the variety of ads in Cuttable with different ideas and formats
- Refining how Cuttable selects and crops images for more compelling storytelling
- Evolving the dashboard to showcase creative themes and campaign groupings
- Direct publishing to Meta (because great work deserves an audience)
- Bringing performance insights into the platform (because data tells us what's cutting through)
- Implementing UX refinements based on beta creative feedback sessions
Creative Director's Notes: The brands getting the best results are using Cuttable like a proper creative testing ground – rapidly exploring territories rather than pixel-perfect polishing. Our friends at Mihan Aromatics went from being onboarded at 11AM to live in Meta in just 2 hours! That's the kind of turnaround that gets us excited.
The work continues. The creative bar rises.
