Methods, systems, and apparatus, including computer programs encoded on a computer-readable storage medium, and including a method for creating content. The method comprises receiving an indication to promote a published content item, and parsing content in the published content item to identify candidate text/video/images for inclusion in a creative. The method further comprises assigning ranks to the candidate text/video/images based on one or more criteria. The method further comprises identifying a plurality of creative formats. The method further comprises, for each of the identified creative formats, identifying a corresponding set of text/video/images from the candidate text/video/images for inclusion in a candidate creative formatted in accordance with a given creative format and based at least in part on the ranked candidate text/video/images. The method further comprises ranking the candidate creatives, and generating at least one creative including a corresponding set of text/video/images based on the ranking of the candidate creatives.