The Source launches AdBridge, a new agency dedicated to paid acquisition.

From left to right: Fabien Gagnot (CEO of The Source), Louis-Michel Quercia (Managing Director of AdBridge), Frédéric Farrugia (co-CEO of The Source)

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Over 50% of advertising performance depends on creativity. With this in mind, Frédéric Farrugia and Fabien Gagnot founded The Source seven years ago. Their ambition: to help brands maximize their performance through creative, engaging content. The agency, a creative partner of Meta, TikTok and Snapchat, produces over 30,000 videos a year for brands such as Netflix, WhatsApp, Meetic and Back Market.

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With the creation of AdBridge, Frédéric and Fabien are pursuing their ambition of mastering the entire advertising value chain. This project marks an inversion of traditional market logic: where media agencies create creative studios to support their paid ads management, AdBridge places creativity at the heart of its service from the outset.

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Frédéric Farrugia and Fabien Gagnot joined forces with Louis-Michel Quercia to bring this project to fruition. “After meeting a number of experts in the acquisition agency sector, we decided to work with Louis-Michel, who shares our vision and convictions”, says Frédéric Farrugia.

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After several years in the agency business, managing paid ad campaigns for brands such as 900.care and Le Slip Français, Louis-Michel shares this conviction: “In the age of the attention economy, where digital space is increasingly saturated with content, we are convinced that advertising performance depends on meticulous management of paid ad campaigns, coupled with ongoing creative optimization. We firmly believe that by rethinking the agency organization, it is possible to create a permanent dialogue between these two worlds”.

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To meet these challenges, AdBridge offers an innovative model in which creative optimization is not an optional service: it is fully integrated into the support package, and independent of content production. Each customer benefits from a duo of experts - a performance manager and a content strategist - working in synergy.
The aim? To establish a virtuous circle between media performance insights and creative improvements, without having to reinvent the production process at every stage.

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It's an approach that's proving its worth:

“By optimizing the creative component alone, our customers have seen their cost-per-acquisition (CPA) drop by up to a factor of three” explains Frédéric Farrugia. “Take Getaround, for example. Thanks to a strategy based on dynamic video creatives and continuous creative optimization, we multiplied the click-through rate by 3 and divided the cost per installation by 2. This is a level of performance impossible to achieve with simple media management. This global approach, combining creative optimization and media management, is the key to achieving such results."

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