#240: Creative that drives growth: ConsultMyApps’ playbook with Megan Evans, Creative Director at ConsultMyApp

OK, how many times do you hear on your team’s meetings “You need to be more creative!” Well, I have this question: “How can I be more creative with my app’s ad creatives?”

Yes, today we’re featuring another App Talk interview that covers how creative drives app growth. It was taken by our Peggy Anne Salz with Megan Evans, Creative Director at ConsultMyApp during App Promotion Summit London 2025.

In this interview, Megan talked about treating app creative as a specialized, data-driven discipline — not just design — means testing systematically, embracing what works (even if it’s off-brand), integrating across the user journey, and using AI to scale strategy, not just production.

Today’s topics include:

• App creatives deserve the same strategic focus as acquisition and product decisions.
• Generalist designers often miss the nuances that drive mobile conversions.
• “Ugly” or off-brand ads can outperform polished ones because they connect better with users.
• Isolating variables is key to knowing what actually works in creative testing.
• AI helps creative teams save time and focus on strategy by automating repetitive tasks.
• Creative assets for ASO, UA, and retention should work together as part of a unified strategy.
• Success comes from treating creative as a specialized, system-driven discipline.

Links and Resources:

• Megan Evans on LinkedIn
• ConsultMyApp website
• Business Of Apps - connecting the app industry

Quotes from Megan Evans

“Sometimes it’s the one you don’t want that wins, which is difficult for brands to understand.”

“Don’t change too much at once — otherwise you’re never going to understand exactly what’s moving the needle.”

“Instead of spending time on things that can be automated through AI, we’re now focusing on the parts that need the human brain.”

Host

Business Of Apps - connecting the app industry since 2012