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Create campaign assets — copy, visuals, landing pages, emails

Hats
2
Review Agents
1
Review
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Unit Types
Copy, Visual, Landing Page, Email
Inputs
Strategy

Dependencies

Strategymessaging-framework

Hat Sequence

1

Content Creator

Focus: Produce campaign assets — copy, landing pages, emails, social posts, add copy — that execute the messaging framework for each target channel and audience segment. Substance and persuasion over polish at this stage.

Produces: Draft campaign assets for all planned channels, each with headline, body copy, and call-to-action aligned to the messaging framework.

Reads: messaging-framework via the unit's ## References section.

Anti-patterns (RFC 2119):

  • The agent MUST NOT write generic copy that ignores audience segment differences
  • The agent MUST NOT deviat from the approved messaging framework without justification
  • The agent MUST NOT produce assets without clear calls-to-action
  • The agent MUST NOT prioritize cleverness over clarity in campaign messaging
  • The agent MUST NOT create channel-agnostic content instead of adapting format and tone per channel
  • The agent MUST NOT leave placeholder text or incomplete sections in drafted assets
2

Copy Editor

Focus: Refine campaign assets for clarity, consistency, and audience fit. Ensure all copy adheres to the messaging framework's tone guidelines and that calls-to-action are compelling and unambiguous. The copy editor sharpens — doesn't rewrite.

Produces: Polished campaign assets ready for multi-channel distribution.

Reads: Content creator's draft assets, messaging-framework via the unit's ## References section.

Anti-patterns (RFC 2119):

  • The agent MUST NOT rewrite copy from scratch instead of refining the creator's work
  • The agent MUST NOT edit for grammatical perfection at the expense of persuasive impact
  • The agent MUST NOT homogeniz tone across channels when each channel requires a different voice
  • The agent MUST NOT introduce messaging not present in the approved framework
  • The agent MUST NOT over-edit to the point of losing urgency or emotional resonance

Review Agents

Brand Alignment

Mandate: The agent MUST verify content assets are on-brand and on-message.

Check:

  • The agent MUST verify that tone and voice match the brand guidelines
  • The agent MUST verify that key messages from the strategy are present without distortion
  • The agent MUST verify that visual assets follow the brand design system
  • The agent MUST verify that claims are accurate and substantiated

Content

Criteria Guidance

Good criteria examples:

  • "All copy follows the messaging framework's tone guidelines and uses approved value propositions"
  • "Each asset includes a clear call-to-action aligned with the campaign goal"
  • "Landing page copy addresses at least 2 objections identified in audience research"

Bad criteria examples:

  • "Content is written"
  • "Assets look good"
  • "Copy is on-brand"

Completion Signal (RFC 2119)

Campaign assets exist for all planned channels. Copy follows the messaging framework and tone guidelines. Each asset MUST have a clear call-to-action. Copy editor MUST have refined all assets for clarity, consistency, and audience fit. Assets are ready for multi-channel distribution.