v1.0.0 to v1.0.1

2 added, 2 removed. Audit A to A.

---

name: 48-quick-visual-brief-global

- description: "Use when a campaign is live and needs a new asset the same day — creative fatigue, CTR decay, or testing a new angle: stripped-down input, duplicate the winning creative, one-page template, hard SLA. Trigger on 'quick brief', 'need an asset fast', 'creative fatigue', 'urgent creative', 'asset today', 'new creative fast', or 'swap the creative'."

+ description: "Use when a LIVE campaign needs a new asset the same day — creative fatigue, CTR decay, climbing frequency, or a new angle to test: stripped-down input, duplicate the winning creative and change only what is listed, a one-page template, and a hard SLA so the designer ships in 2-4 hours. Trigger on 'quick brief', 'need an asset fast', 'creative fatigue', 'swap the creative today', 'frequency is too high', 'the ad is dying and we need a new one'. Not for — planning assets before launch, see `41-campaign-asset-list-global`; a full concept brief with time to spare, see `42-image-brief-global`; resizing an existing master, see `50-asset-resize-global`; raising budget on a winner, see `55-scaling-ads-global`."

metadata:

- version: 1.0.0

+ version: 1.0.1

category: operations

license: MIT

triggers:

- "quick brief"

- "need an asset fast"

- "creative fatigue"

- "urgent creative"

- "asset today"

- "new creative fast"

- "swap the creative"

output: "File .md, one page — quick brief: base from the winning creative, only the changes listed, sizes required, hard deadline, 30-minute review SLA. The designer ships in 2-4 hours."

- product-marketing-context-global

- 21-ads-audit-global

- 41-campaign-asset-list-global

- 42-image-brief-global

- 19-ab-test-setup-global

- 47-design-review-global

- 50-asset-resize-global

---

# Quick Visual Brief (Global)

Use this when a campaign is live and an asset is needed urgently: speed beats perfection. A variant running in four hours beats a perfect asset delivered in two days. The brief needs to be enough to build, not enough to be beautiful.

## When to use and when not to

| Situation | Use |

|-----------|-----|

| Creative fatigue, CTR decay, high frequency, variant needed today | This skill (48) |

| Testing a new angle on a creative that already works | This skill (48) |

| Entirely new asset, new concept | `42-image-brief-global` (full brief) |

| Landing page, video, email | `12`, `44`, `49` — these cannot be rushed |

| No winning creative to build from | `42-image-brief-global` |

## Information gathering

Ask once, in a single message, up to 4 questions:

1. **What asset and what size?** Static, carousel, or story — for which channel?

2. **Which creative is the base?** The highest-CTR creative currently running (file or share link). If unknown, pull the data from `21-ads-audit-global`.

3. **What is the new angle or message?** What changes versus the running creative? Is the copy written or does it need writing now?

4. **Deadline?** The exact hour it must be delivered — hard, not flexible.

## Principles

1. **Duplicate, do not create.** Find the creative that works and change one element. Cloning a winner is faster than inventing.

2. **One main change per variant** — not five at once, so the data still explains why it won or lost.

3. **Brief only what is DIFFERENT** from the base creative. Everything else stays.

4. **The deadline is hard.** If it will slip, say so immediately — silence is not an option.

5. **The lead or media buyer commits to feedback within 30 minutes** of submission. No feedback within one hour counts as approved.

6. **Fast approval checks three things only:** right message, right size, CTA present.

## Workflow

### 1. Identify the base (5 minutes)

Which live creative has the highest CTR? That is the base. Get the link to the source file (Canva, Figma, Adobe Express) — always duplicate the source, never an exported file.

### 2. Write the one-page quick brief (15-30 minutes)

Use the template below. Fill in only the "specific changes" table — everything else inherits from the base.

### 3. Designer builds in 2-4 hours

Duplicate the base, change exactly the listed elements, export at the stated sizes, submit.

### 4. Review in 30 minutes on 3 points

Right message? Right size? CTA present? If yes, push it live. No feedback within one hour means the designer treats it as approved and submits the final file.

## Output structure

File name: `quick-brief-[campaign]-[YYYYMMDD].md`

```markdown

# QUICK BRIEF — [Asset name] — [date]

Deadline: [HH:MM on date] (not flexible)

Build time: 2-4 hours

Base: [link to source file — the highest-CTR creative]

## Base template

- Duplicate from: [link]

- Keep unchanged: [layout / background / logo / fonts]

- Change only: [copy / color / image / CTA — pick one main change]

## Specific changes

| Element | Current | New |

|---------|---------|-----|

| Headline | | |

| Subtext | | |

| CTA | | |

| Visual / image | | |

## Sizes required

- [ ] 1080x1080 — Meta Feed

- [ ] 1080x1920 — Story / Reels (if needed)

- [ ] 1200x628 — link banner (if needed)

## Export and submission

- Format: JPG

- Submit via: [Slack channel / shared Drive folder]

- File name: QUICK_[Campaign]_[Date]_v1.jpg

## Review

- Three checks only: right message / right size / CTA present

- Feedback within: 30 minutes of submission

- No feedback within one hour = approved

## Context (1-2 sentences)

[CTR has decayed from X% / frequency has passed the threshold / testing a new angle: ...]

```

## Overall SLA

| Step | Owner | Time |

|------|-------|------|

| Write the quick brief | Lead / media buyer | 30 minutes from spotting the problem |

| Build the asset | Designer | 2-4 hours |

| Review | Lead / media buyer | 30 minutes after submission |

| No feedback | — | After one hour, treat as approved |

| Launch-day standby | Designer | Respond to requests within 2 hours |

## Triggers that justify a quick brief

| Signal | Typical threshold | Action |

|--------|-------------------|--------|

| CTR decay | Down 25-30% or more from the creative's own first-week baseline | New variant on the same offer, new hook |

| Frequency climbing | Above roughly 2.5-3.0 in a 7-day window on a prospecting set | Refresh the creative, not the audience |

| CPA drifting up | Materially above the campaign's own target, with stable CVR | Test a new angle before touching bids |

| A new angle worth testing | Any time a hypothesis emerges from comments or support tickets | One variable changed, per `19-ab-test-setup-global` |

Use the account's own trailing baseline as the reference, not an external benchmark — decay is relative to how the creative started.

## Related skills

- `21-ads-audit-global`: the data source for creative fatigue (frequency, CTR) and for identifying the winner to clone.

- `19-ab-test-setup-global`: quick variants should still fit a clean test frame — one change equals one variable.

- `41-campaign-asset-list-global`: add the new asset row and update its status.

- `42-image-brief-global`: fallback when there is no winner to clone — write the full brief.

- `50-asset-resize-global`: once a variant wins, resize it into the remaining sizes.

- `47-design-review-global`: urgent assets get the 3-point check, not the full 40-point review.

## Quality checklist

- [ ] A concrete base exists (link to the winning creative's source file)

- [ ] Exactly one main change — every other element stays

- [ ] The change table states current versus new

- [ ] The deadline names an hour, and the designer has confirmed it is achievable

- [ ] Sizes, format, and submission location are stated

- [ ] One or two sentences of context so the designer knows why it is urgent

- [ ] The 30-minute review SLA is committed by the approver

- [ ] After the variant runs, its result (win/lose) is recorded in the asset list