Simulated data · an independent leadership prototype← davidwilliscreative.com

.david willis
DW

An exploration of how I think about creative leadership.

I built this prototype to work out how I’d lead a creative organization, bringing together the operational, financial, and performance data I’d use to make informed decisions. It’s also an example of how I’m using AI beyond generating creative, applying it to develop practical tools that support team leadership, resource planning, P&L accountability, and business growth.

Independent concept developed for illustrative purposes. All clients, data, and scenarios are hypothetical.

Explore how I’d lead 6 stops
Scenario date · Saturday, October 17, 2026

Your executive briefing

A 35-person core performance creative team, plus flexible partner-studio capacity, across 10 client accounts. 3 decisions need a call now and 6 more are coming up.

Revenue forecast, FY26Finance
$8.63M
Plan $8.55M · +$80k
Contribution margin, FY26Finance
40.8%
Department level · target 42%
Creative test win rateMedia
64%
7 of 11 tests complete · 3 running
Core team headcountHRIS
35
81% billable utilization · 3 open reqs

Explore three leadership decisions

Protect profitability

Pulse Games: happy client, 22% margin

margin vs 40% target
22%
margin vs 40% target
contribution gap a year
$212k
contribution gap a year

The call: Volume has run 38% over the SOW tier since August. Re-tier at the Oct 28 QBR rather than absorb it.

See the account →Improve creative effectiveness

3 winning concepts are wearing out

concept hit rate, target 30%
29%
concept hit rate, target 30%
test win rate
64%
test win rate

The call: Refresh hooks on proven concepts before they fade, and reuse what the test log says works.

See testing and fatigue →Balance team capacity

Motion is booked at 108%

motion designers over 105%
5
motion designers over 105%
Q4 freelance over budget
$20k
Q4 freelance over budget

The call: Move resizes and versions off senior motion designers, and decide on the Motion Lead hire.

See capacity →

Operational priorities

The running list of decisions the rules flag from the data. Decide now means high stakes and a window to act that closes within 10 days. Coming up needs a call within weeks, and Keep an eye on is lower impact. Each act-by date works back from the outside deadline by the lead time the response needs, and items are ordered by that date.

Decide nowTeam

Animation & motion is booked at 108% for the next four weeks

Elliot, Hana, Camila, Sofia, Tess are over 105%. The Motion Design Lead req has been open 74 days.

Impact
5 people over
Owner
Marco Rossi
Act by Oct 23
in 6 days
Next: Approve freelance cover for the peak and move non-urgent work past Thanksgiving.Open brief →

Also decide now 2

CreativeDecide now

Lumora Beauty: "Glow in 7 Days" is wearing out on TikTok

Hook rate down 22% in 21 days at 3.9 frequency. It carries 33% of spend.

Next: Ship new hooks on the same concept by Oct 30 and line up a backup concept.

Impact
33% of spend
Owner
Maya Chen
Act by Oct 23
in 6 days
Deadline Oct 30
ClientsDecide now

Lumora Beauty renewal is at risk before the Nov 15 notice date

Health 63 (relationship and performance weak). Largest account. A new CMO has asked for a creative review, and the TikTok winner's hook rate is down 22% in three weeks.

Next: Meet the CMO with a plan. Lead with: Expert-talent concept won on Meta: +16% ROAS at 93% confidence.

Impact
$1.42M annual fees
Owner
You
Act by Oct 25
in 8 days
Deadline Nov 15

Coming up 6

GrowthComing up

Vantix Cloud: FY27 B2B video program is due Oct 24

Proposal, 60% likely.

Next: Sign off pricing and the team plan.

Impact
$620k
Owner
Priya Raman
Act by Oct 24
in 7 days
BusinessComing up

Pulse Games is running at 22% margin against 40%

Client is happy and performance is strong, but asset volume has run 38% above the SOW tier since August and the extra versions weren't billed.

Next: Volume is 38% over the contracted tier; propose re-tiering at the Oct 28 QBR.

Impact
≈$212k margin gap / yr
Owner
Marco Rossi
Act by Oct 28
in 11 days
GrowthComing up

Start the Helio Money renewal conversation

Notice date is Nov 30 and no renewal conversation is logged. The account is healthy (80).

Next: Open the renewal with a CTV extension of the Money Myths series.

Impact
$930k renewal + CTV
Owner
You
Act by Oct 31
in 14 days
Deadline Nov 30
BusinessComing up

Q4 freelance is forecast $20k over budget

$200k forecast against $180k, mostly holiday motion work. FY margin forecast is 40.8% against 42%.

Next: Decide whether to absorb it, bill it through change orders, or move work to January.

Impact
$20k
Owner
You
Act by Oct 31
in 14 days
CreativeComing up

Northpeak Outdoor: "Trail-Tested Holiday" is wearing out on Meta

CTR down 34% in 10 days at 4.8 frequency. It carries 41% of spend.

Next: Ship new hooks on the same concept by Nov 13 and line up a backup concept.

Impact
41% of spend
Owner
Jordan Ellis
Act by Nov 6
in 20 days
Deadline Nov 13
ClientsComing up

Fernway Foods renewal is at risk before the Nov 30 notice date

Health 71 (delivery weak). Claims approvals are holding 9 assets in client review. The SOW ends Nov 30 with no extension signed.

Next: Meet the Brand Director with a plan. Lead with: Propose a standing weekly legal review slot.

Impact
$640k annual fees
Owner
You
Act by Nov 9
in 23 days
Deadline Nov 30

Keep an eye on 5

BusinessKeep an eye on

Kinfolk Pet invoice PC-2291 is 74 days overdue

Next: Ask Finance to escalate and raise it at the next client touchpoint.

Impact
$96k
Owner
Finance partner
Act by Oct 22
in 5 days
DeliveryKeep an eye on

9 Fernway Foods assets are stuck in client review

Next: Agree a standing review slot with the client.

Impact
9 assets
Owner
Ava Thompson
Act by Oct 24
in 7 days
ClientsKeep an eye on

No exec contact with Corvid Security in 41 days

Next: Schedule a sponsor check-in and send the NPS pulse.

Impact
$480k account
Owner
Head of Media
Act by Oct 30
in 13 days
DeliveryKeep an eye on

QA first-pass rate is 81% against 90%

Next: Refresh the QA checklist and scope auto QA in the automation platform.

Impact
Rework hours
Owner
Chloe Martin
Act by Oct 30
in 13 days
TeamKeep an eye on

Motion Design Lead req has been open 74 days with 1 candidate

Next: Decide between widening the search and promoting from within.

Impact
Hiring
Owner
Marco Rossi
Act by Oct 30
in 13 days