Fraser Cottrell

Fraser Cottrell runs a UK agency making video creative for direct-to-consumer brands to run in paid media, and reports generating millions of pounds in revenue for some of Europe's largest e-commerce stores. The channel publishes the working knowledge from that rather than gated material.

The strongest thread is his willingness to name what does not work. He argues that consciously trying to make a good ad is often what makes it worse, that most brands waste budget on the same identifiable thing, and — after testing thousands of static ads — that only three formats reliably win.

Recent material covers AI-generated creative honestly, including where it produces something usable in fifteen minutes and where it produces slop. He also publishes a free Meta ads course aimed at Shopify operators.