Creative asset rollout
Creative workstream. 18 stages, 4 gates. Any stage that is not a gate can be skipped on a campaign.
Edit stages
Reorder the stages, rename them, set the owner role and the SLA in working hours, and mark the gates. A stage key is fixed once the stage is created. The request stage production has to stay on the process, because that is where requests land. A stage taken off here keeps working on every workstream that already carries it, since those stage rows were seeded when the workstream was created. Only new workstreams pick up this list.
#KeyNameOwner roleSLA hoursGateMoveRemove
1
receive_brief
2
internal_kickoff
3
scope_estimate
4
sow_approval
5
finance_po
6
resource_scheduling
7
concept
8
concept_signoff
9
rollout_plan
10
production
11
internal_qa
12
client_review
13
final_signoff
14
final_prep
15
handover
16
launch
17
post_launch
18
close_out
#StageWhat happensOwnerSLAChecklists
1
Receive brief
- Receive creative brief from client
- Account team
- Review objectives, audience, messaging, deliverables, formats, specifications, budget and deadlines
- Check whether strategy, brand guidelines and existing assets are available
- Identify any gaps, dependencies or questions
2
Internal kick offWorkbook: Internal kick-off
- Arrange internal kick-off with Account, Creative, Strategy, Media and other relevant teams
- Talk through the brief, objectives, deliverables and timings
- Agree responsibilities and key milestones
- Confirm what is required for initial concepts vs final rollout
- Identify any dependencies on copy, research, media specs, landing pages etc.
3
Scope and estimateWorkbook: Scope & estimate
- Translate brief into deliverables and resource requirements
- Confirm number/types of assets, rounds of amends, markets, formats etc.
- Creative/production team estimate resource
- Agree project scope, timings and cost
4
SOW and commercial approvalGateWorkbook: SOW / commercial approval
- SOW
- quote prepared
- Send to client for approval
- Confirm what's included, what's excluded and any assumptions
- Agree additional work/change-control process
- Placeholder tentative resource request
5
Finance and POGateWorkbook: Finance / PO
- Client approval received
- PO requested
- obtained where required
- Finance confirms commercial approval
- Project is financially cleared to proceed
6
Resource schedulingWorkbook: Resource Scheduling
- Approved scope automatically creates the required tasks in the project management system
- Resource requirements are assigned based on task type, skill and estimated hours
- Project management tool checks team capacity and existing commitments
- Work is automatically scheduled into available capacity
- Any capacity conflict is flagged immediately
- GAD only needs to intervene where there is a conflict or exception
- Deadlines and dependencies automatically move the schedule where appropriate
7
Creative approach and conceptWorkbook: Creative approach / concept
- Translate the brief into the creative approach
- Develop creative concepts
- Agree messaging, visual direction and tone
- Internal review before anything goes to client
8
Client presentation and concept sign offGateWorkbook: Client presentation / concept sign-off
- Present creative route(s) to client
- Capture feedback and required amendments
- Agree preferred creative direction
- Secure sign-off before moving into full asset production
9
Asset requirements and rollout planWorkbook: Asset requirements & rollout plan
- Confirm full asset list required
- Map formats, sizes, platforms, markets, audiences and placements
- Confirm priority assets and deadlines
- Cross-reference against media plan
- channel requirements
- Create rollout tracker with owners and status
10
ProductionRequests land here
- Creative team produces the agreed assets
- Copy, design, animation/video etc. developed as required
- Assets reviewed against brand guidelines and platform specifications
- Account/Project Management monitors progress against the rollout plan
11
Internal QA
- Check all assets for:
- Correct messaging and copy
- Brand compliance
- Sizes and platform specifications
- Links
- CTAs
- Animation/video requirements
- Accessibility requirements
- Correct markets, audiences and versions
- Resolve amends before client review
12
Client review and amendsWorkbook: Client review / amends
- Share assets with client in an organised review process
- Consolidate feedback
- Make agreed amendments
- Avoid multiple rounds of fragmented feedback wherever possible
13
Final creative sign offGateWorkbook: Final creative sign-off
- Obtain formal approval of final assets
- Confirm exactly which versions are approved
- Lock artwork
- files
- Confirm no outstanding amends
14
Final asset preparation
- Export final files in required formats and specifications
- Apply correct naming conventions
- Organise files by campaign
- market
- channel
- format
- Complete final QA
15
Handover and traffickingWorkbook: Handover / trafficking
- Deliver final assets to Media
- Digital
- Tech
- client as required
- Confirm all assets have been received
- Ensure the correct creative is mapped to the correct channel, audience and campaign
- Confirm landing pages and tracking are ready where relevant
16
Launch and rolloutWorkbook: Launch / rollout
- Assets go live according to the agreed media/campaign schedule
- Confirm correct assets are serving
- Check initial live delivery and identify any technical or creative issues
17
Post launch monitoringWorkbook: Post-launch monitoring
- Monitor creative performance where applicable
- Identify assets requiring optimisation, replacement or iteration
- Feed performance insights back into creative development
18
Close outWorkbook: Close-out
- Confirm all agreed assets have been delivered
- Archive final approved files
- Update project tracker
- Capture learnings
- outstanding actions
- Close project once all deliverables and financial/admin requirements are complete
SLA counts working hours, nine to half five Monday to Friday in the account timezone. A gate cannot be skipped, only passed with a note.