The brief is assembled before the writing starts.
Three inputs come together first: messaging and positioning from your content platform, assets cleared by your brand asset system, and the performance record already attached to the concept. Objective, audience, placements, claims to avoid and the evidence behind each instruction sit in one structured document. The business metrics service supplies every figure in it, and the brief states which are network-reported, which are attributed, which come from your CRM and which are collected revenue. Generation does not run ahead of the brief.
A prompt gives you nothing to review
When the first reviewable object is a finished draft, the argument happens over wording instead of over the claim. A brief moves the disagreement to the point where changing direction costs one paragraph rather than a production round.
Each instruction carries its source
Every line cites the record behind it: this concept's cost per qualified opportunity among that audience, this asset's licence window, this restricted claim from your content platform. An instruction you cannot trace back is an instruction you can delete.
Truth layers stay separate in the brief
A concept credited with strong network ROAS but weak collected revenue is written into the brief as exactly that, with both figures shown. Attribution credit is labelled as credit, never as proof that the concept caused the revenue — only a holdout or geo test estimates that, and the brief says which of the two it is quoting.
In this capability
- Three-source assembly
- Cited instructions
- Labelled truth layers
- Reviewable before generation
Creative Intelligence
The rest of Creative Intelligence
Creative Graph
Ten node types and the edges between them, so every variant knows which concept it came from and where it ran.
Message Concepts
Learning at the idea level: which claim holds with which buyer, kept separate from the file that carried it.
Asset Library
Approved assets arrive from your brand asset system with ownership, licence status and usage limits still attached.
Generation
Channel-native drafts from an approved brief: Google headlines, Meta and Reels briefs, TikTok scripts, LinkedIn copy.
Creative Fatigue
Five signals read together: post-click conversion, frequency, CTR, CPM at stable audience, outcomes at stable delivery.
One goal. Every channel. Real business truth.
Connect your ad accounts, say what a good customer is worth, and let the Growth Brain work the objective inside limits you set.
No ad spend commitment · Connect one channel to start · [email protected]