Creative Asset Handoff Checklist: Brand -> Editor -> Media Buyer
The brand-to-editor-to-media-buyer handoff: deliverable manifest, file naming, folder tree, approval gates and SLA table so a 6-creative batch can launch without a Slack archaeology project.
Creative does not fail in the renderer as often as it fails in the inbox: a missing claims list, a folder of 'final_v7', and a buyer who launches the 16:9 cut to Reels. This checklist is the handoff from brand to editor to media buyer — deliverable manifest, file names, folder tree, approval gates and SLAs — so a batch can go live without reconstructing the brief from Slack.
Handoff is a contract for files, not a vibe
Brand owns product truth, banned claims, landing URL, offer, pixel status and the faces or avatars that are allowed. Editor owns the cut, captions, ratios, loudness and the filename that matches the naming schema. Media buyer owns destination URL, UTMs, disclosure toggles, placement, budget and the 48–72 hour no-touch window. If any of those sit 'with whoever last replied', the first 6-creative test becomes a week of archaeology. Write the owner on each row of the manifest. A mood board is not a handoff; a folder whose top level is the campaign token, with a claims PDF that legal already signed, is a handoff.
The first screen of the brief should be enough to shoot or generate
If the rest of the PDF failed to attach, the editor still needs: product, offer, destination, three hook hypotheses, two personas, must-use lines, never-use lines, ratios, length, and the success metric. That is the intake freeze. Waiting on a perfect packshot past 48 hours is how onboarding becomes a second kickoff. For AI UGC, the same brief is the prompt structure — lock the body, vary the first two seconds, export 9:16 plus 4:5 from one product URL rather than sending the buyer a Drive dump of untitled MP4s. Human creators get a shot list and a rights line; AI batches get the same claims box, because generation does not certify a claim.
Approvals are a QC gate, not a taste veto on every cell
Name one brand approver, one editor, one buyer. The approver may reject policy, wrong claim, off-brand logo, banned face, or a broken URL. They may not reject a hook for being 'too casual' unless that rule is written in the brand kit. Silent approval after the SLA is a feature: six near-identical body scripts do not each need a legal pass if legal already signed the claims list. Desktop theatre in a conference room selects for polish, which is the opposite of UGC. Review the first two seconds on a phone, muted, then launch. Pause rights during the test window stay with the buyer except for a written emergency list (policy, broken URL, offensive comment spike).
How to use the tables below
The locked sheet is the operating packet: a deliverable manifest with pass/fail specs, the filename grammar both sides must use, the folder tree, the approval-gate list with who can block, and the SLA table by role. Work it in that order — a pretty MP4 in the wrong folder with the wrong token is not handed off. If you generate the batch in Klip Kanvas, stamp the same creative token on the export and the ad name so the buyer's launch sheet and the editor's folder are already the same document.
5 tables inside: deliverable manifest with pass/fail specs, file-naming grammar that must match the ad name, the campaign folder tree, approval gates with who can block, and the SLA table from intake freeze to the launch note.
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