Google’s ABCDs are turning ten. They have shaped the way marketers think about effective YouTube creative for years — but the environment around them has changed dramatically. Demand gen thinking now runs through every format. The best ads increasingly behave like answers rather than interruptions. And YouTube has evolved from a viewing destination into a cultural force, moving audiences from passive consumption to participation, discovery and action. Building on her SMX Advanced session, Juliana will take another look at what a decade of YouTube creative has taught us and what has changed since. She will explore why creative intelligence matters more than ever, how creative insight and performance data should work together, and what asset contribution can really tell you about campaign effectiveness. She will also look at one of the most underestimated parts of the process: the brief. Because today, a strong brief is not just a creative starting point. It is the translation of signals, audience understanding and performance data into direction a team can actually execute.