41-campaign-asset-list-global

# Campaign Asset List (Global)

The first step of design production: list every asset the campaign needs before opening any design tool. Read the campaign brief from `02-campaign-brief-global` first; if there is no brief yet, run that skill before this one.

## Information gathering

Read `.agents/product-marketing-context-global.md` and the campaign brief if available. If information is missing, ask up to 4 questions:

1. **Campaign name, primary objective, and launch date?** Lead, sale, or awareness — plus the confirmed launch date, which anchors every backward deadline.
2. **Which channels?** Meta Ads, TikTok Ads, Google/YouTube, LinkedIn, Pinterest, email (Klaviyo/Mailchimp/HubSpot), landing page — is organic running in parallel?
3. **Which formats?** Video ads or static only? Any UGC or creator content in the mix?
4. **Who owns delivery?** Which designer takes the work, and does a brand guideline exist? If not, run `46-brand-guideline-global` first.

## Principles

1. **List first, tool second.** Build the list before opening Canva, Figma, or Adobe Express.
2. **Every asset has a dated deadline.** "As soon as possible" is not a deadline.
3. **Every funnel stage needs its own creative.** TOFU, MOFU, and BOFU must not share one asset.
4. **A missing asset on launch day is a planning failure, not a design failure.** Every gap traces back to an incomplete list.
5. **Status is updated in this file in real time** so the lead can track progress without asking.
6. **Ask when the brief is thin.** Never guess the missing input.

## Workflow

### 1. Map channels and formats

From the campaign brief, list every channel that will run and the formats each one needs: single image, carousel, story/reel, in-feed video, email banner, landing page section, organic post.

### 2. Map assets to the funnel

| Stage | Creative job | Example assets |
|-------|--------------|----------------|
| TOFU | Stop the scroll, name the pain, build awareness | Single-image hook, video thumbnail, teaser post |
| MOFU | Build trust, explain, show proof | Value carousel, story series, case-study banner |
| BOFU | Close the conversion, make the offer explicit | Retargeting static, end-card CTA, landing page hero |

### 3. Set deadlines backward from launch

| Complexity | Example assets | Deadline |
|------------|----------------|----------|
| Concept MVP (approved before full production) | Rough layout, draft concept | Launch - 7 days |
| Complex | Landing page, video, video thumbnail | Launch - 5 days |
| Medium | Carousel, full banner size set | Launch - 3 days |
| Fast | Static post, story | Launch - 1 day |

### 4. Assign owner, priority, and status

Every row carries an owner, a priority (High / Medium / Low), and a status (DRAFT / REVIEW / APPROVED / ARCHIVED). Assets close to launch on the primary channel are always High.

## Output structure

File name: `campaign-asset-list-[campaign-name]-[YYYYMMDD].md`

```markdown
# Asset List — [Campaign name]

## Overview
| Item | Detail |
|------|--------|
| Campaign name | |
| Launch date | |
| Channels | |
| Total assets required | |
| Designer | |
| Brand guideline applied | [link to brand guideline file] |

## Meta Ads (Facebook / Instagram)
| # | Asset | Dimensions | Stage | Quantity | Priority | Owner | Deadline | Status |
|---|-------|-----------|-------|----------|----------|-------|----------|--------|
| 1 | Single image — Feed | 1080x1080 | TOFU | 2 variants | High | | Launch-1 | DRAFT |
| 2 | Single image — Link/landscape | 1200x628 | TOFU | 2 variants | Medium | | Launch-1 | |
| 3 | Story / Reels cover | 1080x1920 | MOFU | 2 variants | Medium | | Launch-1 | |
| 4 | Carousel 5-7 cards | 1080x1080 | MOFU | 1 set | High | | Launch-3 | |
| 5 | Retargeting static | 1080x1080 | BOFU | 2 variants | High | | Launch-1 | |

## TikTok Ads
| # | Asset | Dimensions | Stage | Quantity | Priority | Owner | Deadline | Status |
|---|-------|-----------|-------|----------|----------|-------|----------|--------|
| 6 | Static cover / thumbnail | 1080x1920 | TOFU | 2 variants | High | | Launch-5 | |
| 7 | End card / CTA overlay | 1080x1920 | BOFU | 1 | Medium | | Launch-3 | |

## LinkedIn / Pinterest / YouTube
| # | Asset | Dimensions | Purpose | Owner | Deadline | Status |
|---|-------|-----------|---------|-------|----------|--------|
| 8 | LinkedIn single image | 1200x627 | B2B awareness | | Launch-3 | |
| 9 | Pinterest pin | 1000x1500 | Discovery traffic | | Launch-3 | |
| 10 | YouTube thumbnail | 1280x720 | Video cover | | Launch-5 | |

## Email (Klaviyo / Mailchimp / HubSpot)
| # | Asset | Dimensions | Purpose | Owner | Deadline | Status |
|---|-------|-----------|---------|-------|----------|--------|
| 11 | Email header banner | 600x200 | Broadcast | | Launch-3 | |
| 12 | Email hero image | 600x400 | Offer email | | Launch-3 | |

## Landing page / Website
| # | Asset | Spec | Purpose | Owner | Deadline | Status |
|---|-------|------|---------|-------|----------|--------|
| 13 | Hero banner | Full-width 1440px | Above the fold | | Launch-5 | |
| 14 | Product / service visual | 800x600 | Proof section | | Launch-5 | |
| 15 | CTA button set | SVG/PNG | Primary + secondary | | Launch-5 | |

## Organic content
| # | Asset | Dimensions | Channel | Owner | Deadline | Status |
|---|-------|-----------|---------|-------|----------|--------|
| 16 | Teaser post | 1080x1080 | Instagram / Facebook | | Launch-1 | |
| 17 | Teaser story | 1080x1920 | Story | | Launch-1 | |
```

Adjust the number of rows to the real campaign — the table above is a starting frame, not a required count.

## Designer timeline: T-14 to D+1

Paste this timeline at the end of the asset list file so designer and lead track the same milestones.

| Phase | Milestone | Work to complete | Skill | Note |
|-------|-----------|------------------|-------|------|
| Pre-launch | T-14 | Read campaign brief, build this asset list | 41 | Do not start designing before the brief is read |
| Pre-launch | T-13 | Receive approved c