Your UGC Sucks: How Hero Content Scaled This Brand From $3M to $2B With Jacques Spitzer

Jacques Spitzer is the CEO of Raindrop, a four-time Emmy® award-winning creative agency. Under his leadership, Raindrop has produced high-impact ads that have generated over a billion views and more than $1 billion in campaign sales for brands like Dr. Squatch, Manscaped, and Native. Jacques was named one of California’s most visionary CEOs by the Los Angeles Times. He also co-produced the award-winning documentary Wampler's Ascent and is an investor in multiple consumer brands. Jacques is the author of People Love Turkey Sandwiches, a collection of marketing parables designed to inspire innovation.

In this episode…

 Many brands rely on a single ad channel, like Meta, to drive sales, but this can stall growth. Yet these brands often realize their brand-centric content doesn’t perform on other platforms like TikTok, YouTube, or connected TV. How can brands create compelling, high-performing ads tailored for multiple channels without losing their identity?

Award-winning creative strategist Jacques Spitzer maintains that each channel requires a unique creative approach, and brands must adjust content for various viewing experiences to drive engagement. Additionally, rather than creating ads centered solely around your brand identity, you should generate consumer-focused content by addressing your audience’s needs and emotions. Jacques also warns against relying too heavily on UGC or performance-driven creative without investing in top-of-funnel, storytelling-based content that builds long-term brand affinity.

In this episode of the Up Arrow Podcast, William Harris interviews Jacques Spitzer, CEO of Raindrop, about the secrets to creating high-impact content for multiple advertising channels. Jacques talks about Dr. Squatch’s risky campaign, the components of a great ad, and the difference between high-growth and stagnating brands.