41-campaign-asset-list-global v1.0.0A

Immutable. This exact content is served forever at /api/v1/blob/bd89aeb359a4fb75.

---
name: 41-campaign-asset-list-global
description: "Use when the user needs the full list of design assets a campaign requires before anyone opens a design tool: asset type, dimensions, channel, quantity, priority, owner, deadline, status. Deadlines are set backward from launch day on a T-14 to D+1 designer timeline. Trigger on 'campaign asset list', 'asset list', 'design checklist for campaign', 'what does the designer need', 'list the design files', 'creative asset list', or 'asset plan'."
metadata:
  version: 1.0.0
  category: operations
license: MIT
triggers:
  - "campaign asset list"
  - "asset list"
  - "design checklist for campaign"
  - "what does the designer need"
  - "list the design files"
  - "creative asset list"
  - "asset plan"
output: "File .md — asset table by channel with deadlines counted back from launch day, the T-14 to D+1 designer timeline, and a naming convention. The designer can start without a follow-up call."
related:
  - product-marketing-context-global
  - 02-campaign-brief-global
  - 42-image-brief-global
  - 43-carousel-brief-global
  - 44-video-editor-brief-global
  - 45-design-tool-brief-global
  - 47-design-review-global
  - 48-quick-visual-brief-global
  - 50-asset-resize-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 copy from content | 05 | Copy must be approved before it is set into a layout |
| Pre-launch | T-7 | Concept MVP (30 minutes max), lead approves | 42/45/12 | No production before concept approval |
| Pre-launch | T-5 | Complex assets done: landing page, video, thumbnails | 12/44 | Hard deadline |
| Pre-launch | T-3 | Medium assets done: carousel, full banner set | 42/43 | Hard deadline |
| Pre-launch | T-1 | Fast assets done: statics, stories; final export check, upload | 42/50 | No size left out |
| Launch day | Launch | Standby for urgent assets | 48 | Respond within 2 hours |
| In flight | On request | Quick brief, duplicate the winner, change one element | 48 | Turnaround 2-4 hours |
| Post-campaign | D+1 | Read creative performance report, mark winners and losers in this list | 21 | Winner becomes next cycle's base template |
| Post-campaign | D+2 | Resize winners into missing sizes, archive losers | 50 | Prevents repeating failed creative |
| Post-campaign | D+3 | Update the asset library in shared storage | — | Upload source files and links, not only exports |

## Naming convention and folders

- Asset file name: `[Campaign]_[Channel]_[Size]_[Stage]_[Version]_[Status]`
- Example: `SpringLaunch_Meta_1080x1080_TOFU_v2_APPROVED.png`
- Status tags: `_DRAFT` (in progress) / `_REVIEW` (awaiting feedback) / `_APPROVED` / `_ARCHIVED`
- Shared storage (Drive, Dropbox, SharePoint):

```
/[Brand]/Campaigns/[CampaignName]/Assets/
  Working/    — work in progress
  Final/      — approved files, subfoldered by channel
  Archived/   — losers and retired files
```

- Export formats: JPG for static, PNG for transparency, MP4 for motion, SVG for logo and icon sets.

## Related skills

- `02-campaign-brief-global`: the input — the asset list is derived from the campaign brief.
- `42-image-brief-global`, `43-carousel-brief-global`, `44-video-editor-brief-global`, `45-design-tool-brief-global`: write the detailed brief for each listed asset.
- `12-landing-page-brief-global`: use for the landing page assets in this list.
- `47-design-review-global`: every REVIEW to APPROVED transition goes through review.
- `48-quick-visual-brief-global`: assets that appear while the campaign is running.
- `50-asset-resize-global`: covering every size and repurposing winners after the campaign.

## Quality checklist

- [ ] Every live channel has assets in the list — no channel missed
- [ ] Every funnel stage (TOFU/MOFU/BOFU) has its own creative
- [ ] Every asset has exact dimensions matching the channel spec
- [ ] Every asset has a dated deadline counted back from launch (T-5 / T-3 / T-1)
- [ ] Every asset has an owner and a priority
- [ ] A T-7 concept MVP checkpoint exists before full production
- [ ] Naming convention and folder structure are written into the file
- [ ] The T-14 to D+1 timeline is embedded for tracking
- [ ] Copy that will be set into designs has an approval date before the design deadline