Idea-to-Asset

A content or creative need becomes a finished asset that somebody has approved and published. A run starts when a planning period opens and the department has to settle what it will publish, when a topic or a creative brief is approved, when a campaign asks for a page to send people to, when somebody asks for a change to a page that is already live, or when a content audit comes due. The processes here agree the slate for the period, write the articles and guides, produce the copy, images and video a campaign asks for, cut a video with its captions written and its rights cleared, build and measure a landing page, edit pages that are already live, write a customer story inside the terms that customer agreed to, and go back through everything already published to update it, merge it or take it down. The approval process is called by all the others: it takes finished material at a version, runs the brand, legal and accuracy checks over it, and hands back either a cleared version with its record or a list of failures with the rule behind each one. A run finishes when the asset is live on its date and the agent that made it has reported how it did against what the request asked for.