The marketing landscape is undergoing a seismic shift. As third-party cookies phase out and algorithm-driven audience segmentation rises, traditional growth marketing tactics like media buying and targeting are becoming increasingly standardized. As a result, creative content has emerged as the ultimate differentiator for brands seeking to stand out in an already crowded feed. At the same time, content creation itself is evolving as AI tools drive the marginal cost of creation toward zero.
This is where the creative strategist comes in—a new role combining creative vision with analytical prowess. Creative strategists align growth marketing and creative teams around a shared understanding of ad performance, rethinking how marketing organizations operate. The rise of the creative strategist is reminiscent of the early days of Revenue Operations (RevOps), which reshaped collaboration across sales, marketing, and customer success teams. Motion is seizing this opportunity, pioneering a new category of software designed to support the emerging creative strategy function in marketing organizations; Left brain, meet Right brain.
Motion: Leading the Future of Creative Strategy
We are excited to announce that we have led Motion’s US$30M Series B round, a marketing workflow solution poised to transform how creative and analytical teams collaborate. Founded in 2021, Motion is a Toronto-based platform that enables marketing teams to create detailed, shareable performance dashboards that seamlessly integrate analytics with creative content, making it easier for teams to compare, contrast, and optimize ad performance. This month, Motion also launched its suite of creative research tools that enable marketers to track and analyze brand competitors’ media mix, messaging and offers, helping train and brief creative teams.
Motion doesn’t just provide information—it actively helps teams make better decisions and fosters a pathway for true innovation, rather than simply iterating on the same ideas. As a result, the platform has experienced explosive product-market fit, now supporting over 2,000 marketing teams in redefining their creative strategies. Under the leadership of visionary founder and repeat entrepreneur Reza Khadjavi, the company is uniquely positioned to become the command center for creative strategy within marketing organizations.
Visionary Founders with Proven Experience
Our confidence in Motion stems from its exceptional team of repeat founders who have seized this opportunity to redefine a category. Reza, Alex Sloan, and David Berglas first worked together on Shoelace, a groundbreaking app launched in 2015 that automated social advertising for Shopify merchants. The Inovia team has known Reza since those early days, and we’ve long admired his resilience, tenacity, and clear vision for the future of marketing.
Since collaborating with Motion, Reza’s methodical approach to building out new features across marketing workflows continues to inspire us. His deep understanding of both creative and analytical processes positions Motion to lead this emerging software category.
A Future Built on Innovation and Collaboration
Inovia’s investment in Motion reflects our ongoing commitment to backing category-leading companies in high-growth industries. For more than a decade, we have supported visionary founders who build scalable software solutions with transformative potential.
As Motion continues to innovate and refine its platform, we’re excited to support the team in its journey to reshape how creative and marketing teams collaborate!