/62-marketing-review-global

name: 62-marketing-review-global
description: "Use when a leader needs to review or approve team output before it ships: a checklist for approving content briefs (angle matches insight, correct pillar, clear CTA), a checklist for approving ad copy and creative (claims substantiated, on-brand tone, hook inside the first 125 characters, platform policy pre-check), and an Approve / Revise / Redo verdict with a feedback template. Trigger on 'review the brief', 'approve content', 'review ads', 'approve creative', 'check ads before launch', or 'review team output'."
metadata:
  version: 1.0.0
  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 recurring charges in the offer copy.
• [ ] On-brand tone of voice (checked against the Brand Hub or brand guideline).
• [ ] Platform policy pre-check before submission: Meta, TikTok, and Google