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Services
With 11+ years of experience & plenty of grit, grace & grandeur, we offer a range of services to help elevate your creative whilst staying true to your brand & driving serious business results. Through our unique blend of cutting edge technology, and trust your gut creative instinct, we've helped the world's top fashion, luxury & travel brands drive 2X better ad recall, 3X better consideration lift and 5X better ROAS.
Creative Testing
Great creative is all well and good, but if it ain't meeting your business objectives, it ain't doing much. JMA improves your creative output with both pre- and post-production concept adaptation, seamlessly integrating into your existing team to ensure every piece of content performs just as beautifully as it looks.
About Us
Combining analysis and action, JMA has always been about doing things a little differently. Asking more questions. Running more tests. And not stopping until we know exactly why and how something works.
As founder and senior strategic creative specialist, Jeff Miner brings 11+ years of experience from his time at Google, where he was consistently developing new ideas and iterating on the best versions of those. From strategy, to concepting, to getting in the thick of things and pressure-testing hypotheses, there was always one goal: give advertisers the right guidance to make exceptional ads.
Now, working with top global luxury brands, JMA brings a bespoke combination of industry trends, ad effectiveness guidance, video experimentation, and pre-and post-production consultation and editing to creative teams that want to deliver the best. Building a reputation of helping clients see beyond their own bias, JMA blends data and creativity in a way you’ve gotta experience to understand.
Combining analysis and action, JMA has always been about doing things a little differently. Asking more questions. Running more tests. And not stopping until we know exactly why and how something works.
As founder and senior strategic creative specialist, Jeff Miner brings 11+ years of experience from his time at Google, where he was consistently developing new ideas and iterating on the best versions of those. From strategy, to concepting, to getting in the thick of things and pressure-testing hypotheses, there was always one goal: give advertisers the right guidance to make exceptional ads.
Now, working with top global luxury brands, JMA brings a bespoke combination of industry trends, ad effectiveness guidance, video experimentation, and pre-and post-production consultation and editing to creative teams that want to deliver the best. Building a reputation of helping clients see beyond their own bias, JMA blends data and creativity in a way you’ve gotta experience to understand.
What Our Clients Are Saying
Anything around creative effectiveness and optimization, Jeff is my first port of call. On our last project together, Jeff helped me make the case for securing a healthy budget for a long-form piece of work. He was also a great sounding board for me throughout the creative process when giving feedback on the work, and ran tests for me on the creative before it ran in-market so we could help build confidence in the business that they would perform as well as we expected. But what makes Jeff special is that he's a true creative soul, storyteller, with genuine passion for creative excellence - combined with an excellent understanding of data, testing, and trends. A rare breed!
I highly recommend Jeff and the JMA team. At Sneex, we brought JMA on to revamp our Founder video, and they delivered beyond expectations. Jeff didn't just provide a subjective creative edit; his team used AI-powered neuroscience testing to analyze our existing assets frame-by-frame. successfully increasing our video's memorability score to "best-in-class." They were incredibly resourceful, taking our existing BTS footage and combining it with smart graphics, archival clips, and a fresh audio mix to create a highly engaging :90 hero video.
Beyond the hero assets, Jeff's team understood our media amplification needs. They mapped out a full-funnel strategy and delivered a comprehensive, fully optimized suite of cutdowns, all within a tight timeline and budget.
Jeff is a strategic partner who delivers high-impact creative both efficiently and seamlessly. Any brand looking to elevate their video assets while aligning to marketing objectives would be incredibly lucky to work with him.
What a great experience we had in partnering with Jeff Miner and Google's Creative Works team. Jeff & his team spent time studying travel creative on YouTube and identified the biggest opportunity to improve travel campaigns.
Together, we structured a creative test to understand what would perform best. The experiment unlocked a winning formula, and helped us understand what messaging resonated as well as new areas for exploration for us to test going forward.
I worked with Jeff to develop & evolve LVMH's online video strategy for several years, and consistently found him to be an expert across the digital video & streaming landscape, both from a media and creative perspective. However, his secret sauce is his ability to translate his extensive knowledge -- whether it's video best practices, the latest trends, ads research -- into a strategy that makes sense for the client he's working with. As someone who has worked in the luxury industry for the bulk of my career, this is an indispensable trait. It allowed my team to use the most effective tactics to reach new audiences in a way that drove results, while still upholding our brand principles & guidelines. Beyond that, he's a pleasure to work with, always taking a collaborative approach with our agency partners to ensure that all stakeholders are aligned and focused on the right priorities. I would recommend him to any brand or agency in need of a video expert.
I don’t get to meet many people like Jeff. He is an amazing partner, extremely collaborative and always strives to push the creative envelope. I had the pleasure of meeting Jeff while working at GSK across several global brands where it was his contributions that pushed the creative to be truly impactful.
Jeff increased the creative effectiveness across Polident, Otrivin, Voltaren, Theraflu & Pandol. He not only has the ability to improve creative, but he also helps educate cross-functionally, ensuring that subject matter experts are able to fine tune their craft coming out of any project. The work Jeff contributed to continues across the global categories and markets. We even featured the work he contributed to at Cannes Lions 2020 to highlight the digital transformation taking place across GSK brand. Jeff has a true passion for his work and I look forward to the next time we get to work together.
Former VP GSK
I worked with Jeff at Google as we tested & optimized a new UGG global campaign. He was such a great partner, identifying more effective creative while improving our overall video strategy. Specifically, he showed us how we could deliver more reach with shorter video formats (6s & 15s mainly) and use long-form content (like 60s+) for consideration. He evaluated our content, shared best practices & recommendations, and kept us engaged throughout the entire process. The partnership produced great insights, and Jeff was such a champion -- I can’t wait to see what he does next!
Jeff is part creative, part data scientist, part therapist. He expertly navigated our team to think about campaign creative in new ways and used complex data to inform our creative decision-making & optimize our creative assets.
The results were meaningful to our business and because he included, engaged and energized our team every step of the way, the learnings really stuck. The insights we captured from our time with Jeff informed many campaigns to follow.
Jeff has been a great partner for the Coach team bringing in his expertise to shape & strengthen creative effectiveness. He has a strong passion for fashion & luxury story-telling which clubbed with his effective communication & collaboration enabled the team to deliver outstanding results. A few things that stand out in my work with Jeff include: 1. Using data-inspired experimentation to boost creative effectiveness - Jeff partnered with the team to explore how to use CTAs, short + long form & nostalgia to drive more impact on YouTube when it comes to brand equity & product activation. The impact has been seen most specifically with the two COACH TV campaigns from 2021. 2. Challenging the status quo for fashion & luxury storytelling. Jeff has challenged some of these paradigms by using clear empirical evidence to help the team evolve their storytelling in a way that has driven increases in efficiency & effectiveness on the platform; the best example of this is how the team is incorporating the brand's commercial levers (i.e. branding cues, product integration, CTAs) in many of the campaigns. 3. Cross-functional leadership & communication - in our work together, Jeff has played the role to steer the creative partnership between Google & COACH, requiring him to connect across several departments: brand/C-suite, PR, media (including media agency) and of course, creative. To do this effectively, he effectively adapts his communication style to best influence each of the departments. Jeff is bold in his thinking and is always ready to challenge the status quo with a great balance of data, intuition and teamwork!
I met Jeff through the global relationship between Google and adidas. We were fortunate that Google afforded our business the brightest minds to help us with our advertising. Jeff quickly lived up to Google's high bar for gifted client partners, and really helped us to improve our creative and its effectiveness. He has a great way of simplifying complex topics, which helps us advertisers to communicate and make changes that uplift the brand and business results.
I have had the pleasure of working closely with Jeff for the past four years and can confidently say that he is an exceptional business leader, executive producer, and creative/strategic thinker. Jeff used his combination of talent to design and execute on his original idea for 'Creative Caviar', a video series to highlight and scale Google's latest creative research. He ensured his work complemented our team's reach and distribution strategy so everyone could benefit, going as far as including it on Google's Skillshop platform, a training platform for Google Ads users that reaches 4M people globally. The series is also a testament to Jeff as a creative generalist, as he wrote, directed & edited the series, in addition to leading a cast/crew of 20+ people while building an impactful plan to reach as many viewers as possible. He is a great motivator, an effective communicator across disciplines, and always makes sure that his team is prioritizing the biggest opportunities. I am grateful for the opportunity I had to work with and learn from him, and highly recommend him to any organization in need of creative support.
I love working with Jeff and whenever there is an opportunity for us to collaborate together, I jump on it. He’s had a major impact on PUMA and our creative through his ability to present insights in actionable ways. My first interaction with Jeff was when I invited him to speak at a PUMA Social Media and Creative Offsite. Jeff was very gracious with his time and presented a deck that was very dynamic and educational. The deck changed how we created video for all social channels. After that, we had an opportunity to work with Jeff and his team at Google, on a case study on PUMA ad effectiveness. Insights from that study continue to impact the creative decisions we make for our marketing campaigns. Jeff has an amazing ability to take data, extract insights from it, and present those insights in easy to digest and actionable ways. He’s very fun and easy to work with and I hope there’s more projects I can do with him in the future.
I highly recommend Jeff and the JMA team. At Sneex, we brought JMA on to revamp our Founder video, and they delivered beyond expectations. Jeff didn't just provide a subjective creative edit; his team used AI-powered neuroscience testing to analyze our existing assets frame-by-frame. successfully increasing our video's memorability score to "best-in-class." They were incredibly resourceful, taking our existing BTS footage and combining it with smart graphics, archival clips, and a fresh audio mix to create a highly engaging :90 hero video. Beyond the hero assets, Jeff's team understood our media amplification needs. They mapped out a full-funnel strategy and delivered a comprehensive, fully optimized suite of cutdowns, all within a tight timeline and budget. Jeff is a strategic partner who delivers high-impact creative both efficiently and seamlessly. Any brand looking to elevate their video assets while aligning to marketing objectives would be incredibly lucky to work with him.
Anything around creative effectiveness and optimization, Jeff is my first port of call. On our last project together, Jeff helped me make the case for securing a healthy budget for a long-form piece of work. He was also a great sounding board for me throughout the creative process when giving feedback on the work, and ran tests for me on the creative before it ran in-market so we could help build confidence in the business that they would perform as well as we expected. But what makes Jeff special is that he's a true creative soul, storyteller, with genuine passion for creative excellence - combined with an excellent understanding of data, testing, and trends. A rare breed!
I love working with Jeff and whenever there is an opportunity for us to collaborate together, I jump on it. He’s had a major impact on PUMA and our creative through his ability to present insights in actionable ways. My first interaction with Jeff was when I invited him to speak at a PUMA Social Media and Creative Offsite. Jeff was very gracious with his time and presented a deck that was very dynamic and educational. The deck changed how we created video for all social channels. After that, we had an opportunity to work with Jeff and his team at Google, on a case study on PUMA ad effectiveness. Insights from that study continue to impact the creative decisions we make for our marketing campaigns. Jeff has an amazing ability to take data, extract insights from it, and present those insights in easy to digest and actionable ways. He’s very fun and easy to work with and I hope there’s more projects I can do with him in the future.
What a great experience we had in partnering with Jeff Miner and Google's Creative Works team. Jeff & his team spent time studying travel creative on YouTube and identified the biggest opportunity to improve travel campaigns. Together, we structured a creative test to understand what would perform best. The experiment unlocked a winning formula, and helped us understand what messaging resonated as well as new areas for exploration for us to test going forward.
I have had the pleasure of working closely with Jeff for the past four years and can confidently say that he is an exceptional business leader, executive producer, and creative/strategic thinker. Jeff used his combination of talent to design and execute on his original idea for 'Creative Caviar', a video series to highlight and scale Google's latest creative research. He ensured his work complemented our team's reach and distribution strategy so everyone could benefit, going as far as including it on Google's Skillshop platform, a training platform for Google Ads users that reaches 4M people globally. The series is also a testament to Jeff as a creative generalist, as he wrote, directed & edited the series, in addition to leading a cast/crew of 20+ people while building an impactful plan to reach as many viewers as possible. He is a great motivator, an effective communicator across disciplines, and always makes sure that his team is prioritizing the biggest opportunities.
I met Jeff through the global relationship between Google and adidas. We were fortunate that Google afforded our business the brightest minds to help us with our advertising. Jeff quickly lived up to Google's high bar for gifted client partners, and really helped us to improve our creative and its effectiveness. He has a great way of simplifying complex topics, which helps us advertisers to communicate and make changes that uplift the brand and business results.
Jeff has been a great partner for the Coach team bringing in his expertise to shape & strengthen creative effectiveness. He has a strong passion for fashion & luxury story-telling which clubbed with his effective communication & collaboration enabled the team to deliver outstanding results. A few things that stand out in my work with Jeff include: 1. Using data-inspired experimentation to boost creative effectiveness - Jeff partnered with the team to explore how to use CTAs, short + long form & nostalgia to drive more impact on YouTube when it comes to brand equity & product activation. The impact has been seen most specifically with the two COACH TV campaigns from 2021. 2. Challenging the status quo for fashion & luxury storytelling. Jeff has challenged some of these paradigms by using clear empirical evidence to help the team evolve their storytelling in a way that has driven increases in efficiency & effectiveness on the platform.
Jeff is part creative, part data scientist, part therapist. He expertly navigated our team to think about campaign creative in new ways and used complex data to inform our creative decision-making & optimize our creative assets. The results were meaningful to our business and because he included, engaged and energized our team every step of the way, the learnings really stuck. The insights we captured from our time with Jeff informed many campaigns to follow.
I worked with Jeff at Google as we tested & optimized a new UGG global campaign. He was such a great partner, identifying more effective creative while improving our overall video strategy. Specifically, he showed us how we could deliver more reach with shorter video formats (6s & 15s mainly) and use long-form content (like 60s+) for consideration. He evaluated our content, shared best practices & recommendations, and kept us engaged throughout the entire process. The partnership produced great insights, and Jeff was such a champion -- I can’t wait to see what he does next!
I don’t get to meet many people like Jeff. He is an amazing partner, extremely collaborative and always strives to push the creative envelope. I had the pleasure of meeting Jeff while working at GSK across several global brands where it was his contributions that pushed the creative to be truly impactful.
Jeff increased the creative effectiveness across Polident, Otrivin, Voltaren, Theraflu & Pandol. He not only has the ability to improve creative, but he also helps educate cross-functionally, ensuring that subject matter experts are able to fine tune their craft coming out of any project. The work Jeff contributed to continues across the global categories and markets. We even featured the work he contributed to at Cannes Lions 2020 to highlight the digital transformation taking place across GSK brand. Jeff has a true passion for his work and I look forward to the next time we get to work together.
I worked with Jeff to develop & evolve LVMH's online video strategy for several years, and consistently found him to be an expert across the digital video & streaming landscape, both from a media and creative perspective. However, his secret sauce is his ability to translate his extensive knowledge -- whether it's video best practices, the latest trends, ads research -- into a strategy that makes sense for the client he's working with. As someone who has worked in the luxury industry for the bulk of my career, this is an indispensable trait. It allowed my team to use the most effective tactics to reach new audiences in a way that drove results, while still upholding our brand principles & guidelines. Beyond that, he's a pleasure to work with, always taking a collaborative approach with our agency partners to ensure that all stakeholders are aligned and focused on the right priorities. I would recommend him to any brand or agency in need of a video expert.
Have we caught your curiosity yet? Send our team a message - we're always up for a creative brainstorm, long lunch, or a quick reply.
Hit us up
Have we caught your curiosity yet? Send our team a message - we're always up for a creative brainstorm, long lunch, or a quick reply. Hit us up
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