/62-marketing-review-global

name: 62-marketing-review-global
description: "Use when a leader must review or approve TEXT-based team output before it ships — content briefs checked for angle, pillar, and CTA, ad copy and creative checked for substantiated claims, on-brand tone, a hook inside the first 125 characters, and platform policy, ending in an Approve, Revise, or Redo verdict with point-by-point feedback. Trigger on 'review this brief', 'approve the ad copy', 'check ads before launch', 'review team output', 'is this good enough to publish', 'my team keeps sending me drafts'. Not for — reviewing a visual design, see `47-design-review-global`; evaluating a person over a period, see `65-team-performance-review-global`; writing the copy yourself, see `05-ad-copy-global`."
metadata:
  version: 1.0.1
  category: operations
license: MIT
triggers:
  - "review the brief"
  - "approve content"
  - "review ads"
  - "approve creative"
  - "check ads before launch"
  - "review team output"
  - "review ad copy"
  - "content approval gate"
output: "File .md — quick verdict, review checklist by type (content brief / ads), point-by-point feedback, verdict Approve / Minor revision / Redo plus next step"
related:
  - 05-ad-copy-global
  - 36-content-brief-global
  - 47-design-review-global
  - 02-campaign-brief-global
  - 64-team-brief-global
  - 41-campaign-asset-list-global

Marketing Review (Global)

> Reviewing a brief before writing means one round of edits. Skipping it means five rounds after writing. Reviewing ads before launch prevents burning budget on the wrong creative — one hour of review saves days of bad CPA. A leader review is not about personal taste; it is about whether the work matches the objective, the audience, and the brand. For visual and design work, use `47-design-review-global`.

Information gathering

Ask up to 4 questions:

1. **What is being reviewed?** A content brief, or ad copy plus creative? Paste the content or share the file. 2. **Campaign context:** which campaign, which funnel stage (TOFU/MOFU/BOFU), which platform? 3. **Target audience and the primary KPI** for this campaign (CPL / ROAS / CTR)? 4. **Which review round is this?** First pass, or already revised — if it is still wrong after two rounds, the problem is the original brief, not the person.

Principles

1. **Review against a checklist, not a feeling.** "I like it / I don't like it" is not a criterion. 2. **Feedback must be specific and actionable.** "The hook is weak" is not enough — say "the hook must hit pain [X] within the first 3 seconds / first 125 characters." 3. **Review inside the SLA:** content briefs within 24 hours, ads within 4-8 hours. Do not leave the team waiting. 4. **One revision round maximum after review.** If it is still off, the leader and the maker sit together — no ping-pong. 5. **Approve means ship within 24 hours.** Approved work that sits loses momentum. 6. **Give feedback about the system, not the person.** Repeated misses on the same brief mean the brief is broken.

Workflow

1. Identify the review type

| Output type | Checklist to use | Note | |-------------|------------------|------| | Content brief (before the writer writes) | Mode A below | | | Ad copy + creative (before ads go live) | Mode B below | | | Visual / design (banner, carousel, landing page) | `47-design-review-global` | Separate skill for visuals |

2. Quick verdict (fill this first, details after)

| Item | Assessment | Note | |------|------------|------| | Enough information to work with? | Yes / Missing | | | Correct funnel stage? | OK / Warning / Fail | | | Correct audience and insight? | OK / Warning / Fail | | | Message consistent with the campaign? | OK / Warning / Fail | | | Brand-safe (claims, legal, platform policy)? | OK / Fail | | | **Verdict** | **Approve / Revise / Redo** | |

3A. Mode A — Content brief checklist

**Objective and funnel stage:**

• [ ] Does the brief state TOFU / MOFU / BOFU and the objective (awareness / trust / conversion)?
• [ ] No offer push at TOFU (TOFU educates and agitates only)? Does BOFU carry urgency and a clear CTA?

**Audience and insight:**

• [ ] Is the target audience described specifically — not just "women 25-35"?
• [ ] Does the angle sit on a real insight or pain for this segment, not a generic one?
• [ ] Does the language in the brief match how the audience actually talks?

**Angle and hook:**

• [ ] Is there a clear angle (not "write about product X")? Does it use a content pillar from the plan?
• [ ] Are there at least 2 hook options for the writer to choose from? Is the hook strong enough to stop the scroll?
• [ ] Has this angle been used repeatedly — is it worn out?

**Message and CTA:**

• [ ] Is the core message consistent with the campaign brief? Are there at most 3 key points in one piece?
• [ ] Is the outline logical: Hook > Body > CTA? Is the CTA specific, a single action, with a clear benefit?

**Format and proof:**

• [ ] Is the format explicit: caption / script / carousel / email? Are length, platform, and deadline stated?
• [ ] Are there good references AND anti-references? Is there data, testimonial, or proof to use?
• [ ] Does it state what must NOT be said or promised?

3B. Mode B — Ads checklist (copy + creative)

**Brand, claims, and legal (any failure blocks approval):**

• [ ] No false or unsupported claims. Every performance, health, income, or comparative claim has evidence on file before it runs — FTC substantiation requires the advertiser to hold that evidence in advance, not to produce it after a challenge.
• [ ] No vague superlatives ("best", "number one") unless backed by documented, current evidence.
• [ ] If a creator, customer, or employee endorses the product, the material connection is disclosed clearly and conspicuously (#ad / #sponsored / "paid partnership" label), and any testimonial reflects typical results or carries a clear disclaimer.
• [ ] Pricing, subscription terms, and auto-renewal are stated clearly — no hidden rec