Founder Shireen Eltawam discusses the growing role of creative strategy in digital advertising as BCS Academy prepares its September 2026 cohort
Image of Shireen Eltawam
CASPER, Wyo., Sept. 09, 2026 (GLOBE NEWSWIRE) — Trajectory Media, a creative strategy firm for digital advertising, has announced that applications are now open for the September 2026 cohort of Become Creative Strategist (BCS) Academy, a structured program for individuals interested in pursuing creative strategy in digital advertising.
Founded by Shireen Eltawam, a Creative Strategist, Trajectory Media works with e-commerce brands on creative strategy for digital advertising. Eltawam’s experience in the field also led her to establish BCS Academy as a way to provide a structured path for people interested in developing a career in creative strategy.
Eltawam believes creative strategy is moving toward the center of the advertising industry as brands face an increasingly crowded digital advertising environment.
“Most brands don’t have a content problem. They have a creative strategy problem,” Eltawam said. “Nobody is short of ads. What’s missing is knowing what to say, who to say it to, why it will land, and how to build a concept out of that.”
Where a traditional creative role may focus primarily on execution, a Creative Strategist works across marketing, consumer psychology, advertising, research, copywriting and creative development. Eltawam applies this approach through her work with e-commerce brands at Trajectory Media.
Digital advertising platforms have also changed how brands approach creative development. Platforms such as Meta can support large volumes of creative variations, with systems determining which advertisements are delivered to different audiences.
“The brands that win won’t necessarily be the ones making the most content,” Eltawam said. “They’ll be the ones with the strongest creative hypotheses.”
Eltawam describes creative strategy as both analytical and creative, bringing together audience understanding and creative development before an advertisement is produced.
Her longer-term view is that as advertising places greater emphasis on creative performance, companies will increasingly need people who can approach advertising from a strategic perspective.
“As advertising leans harder on creative performance, companies will need someone who can think strategically about it before a single ad gets made,” Eltawam said.
Applications for the September 2026 cohort are currently open through Become Creative Strategist BCS Academy.
For more information about Trajectory Media and BCS Academy, visit trajectorymedia.co.
About Trajectory Media
Trajectory Media is a creative strategy practice for digital advertising founded by Shireen Eltawam. The company also operates Become Creative Strategist (BCS) Academy.
Media Contact:
Trajectory Media
Shireen Eltawam
+1 (515) 493-2159
[email protected]
trajectorymedia.co
A photo accompanying this announcement is available at https://www.globenewswire.com/NewsRoom/AttachmentNg/f37edca2-40c5-416b-9b49-442bd05c76e0
