Campaign Operations & Execution:
What’s the Most Efficient Way to Manage Campaign Assets & Creative?
Treat creative like product: centralize in a DAM, govern metadata, standardize naming, and automate versions & rights. Do this and every campaign ships faster—with fewer errors and analytics-ready tracking.
Use a Digital Asset Management (DAM) or governed Drive as the single source of truth. Standardize a folder schema + naming convention, require metadata on upload (campaign ID, channel, usage rights, version), and integrate with your intake, MAP/ads tools, and QA. Automate renditions (sizes), expirations (rights), and archive rules.
First Principles for Efficient Asset Management
Set Up Your System: Folders, Naming & Metadata
Adopt a structure that’s fast to navigate and easy to automate.
Folder Schema (Starter)
| Path | What Lives Here | Notes |
|---|---|---|
| /Brand/DesignSystem | Logos, fonts, tokens, brand guidelines | Read-only; versioned releases |
| /Campaigns/{YYYY}/{CampaignID} | Kits for a campaign | Subfolders below |
| …/01_Briefs | Brief, RACI, timeline | Links back to intake ticket |
| …/02_Source | PSD/AI/Figma files | Editable only; no distribution |
| …/03_Masters | Approved finals | Locked; watermark prevention |
| …/04_Renditions | Sized exports (LI_1080, IG_1080x1350, 1200x628) | Auto-generated via presets |
| …/05_QA_Artifacts | Checklists, accessibility proof, tracking screenshots | Required before launch |
Naming Pattern (Assets)
BRAND-GEO-LANG-AUD-FUNNEL-OFFER-CHANNEL-FORMAT-OBJECTIVE-YYYYMM-V#_SIZE.extTPG-US-EN-PROS-TOP-EBOOK_REVOPS-LI-VIDEO-AWARE-202510-V2_1080x1080.mp4
Tip: use the same fields as your campaign naming so search and reporting align.
Metadata Schema (Required Fields)
| Field | Example | Validation |
|---|---|---|
| CampaignID | TPG-US-EN-PROS-…-202510-V2 | Regex; must match Campaign Name |
| Channel | LI, EM, GADS, YT | Picklist |
| Format | STATIC, VIDEO, CAROUSEL | Picklist |
| Persona | CIO, MOPS, REVOPS | Picklist |
| UsageRights | Licensed_until=2026-03-31; Region=Global | Date + region; upload proof |
| Accessibility | Alt text, safe contrast, captions | QA checkbox set |
| Status | Draft, InReview, Approved, Archived | Workflow-controlled |
Ad-hoc Files vs. Governed DAM
| Dimension | Ad-hoc | Governed DAM |
|---|---|---|
| Findability | Duplicate folders; tribal knowledge | Search by CampaignID, persona, rights |
| Versioning | Final_v7_FINAL.png | Check-in/out + immutable masters |
| Compliance | Unknown licenses | Rights fields + auto-expire alerts |
| Speed | Manual resizing & naming | One-click renditions + templates |
| Analytics | Assets not linked to results | Assets tied to CampaignID & UTMs |
Automations That Save Hours
Wire these rules to reduce manual toil and errors.
/* Validate asset name on upload */^([A-Z0-9]{2,8})-([A-Z]{2,5})-([A-Z]{2})-(PROS|CUST|ABM|RET)-(TOP|MID|BOT)-([A-Z0-9_]{3,32})-(EM|LI|FB|IG|YT|GADS|SEO)-([A-Z]{3,12})-(AWARE|TRAFFIC|LEADS|MQLS|PIPE)-(\d{6})-(V\d{1,2})_(\d{3,4}x\d{3,4})\.(png|jpg|jpeg|mp4|gif)$ /* Auto-tag & route (pseudo) */ON upload: set CampaignID = parse(name) set Channel = parse(name) if Rights_missing -> block publish if Format in ["VIDEO"] -> create captions task generate renditions = ["1080x1080","1200x628","1080x1350"]
Client Snapshot: From Chaos to a Click
A global SaaS brand moved 28k files into a governed DAM with enforced metadata and presets. Search time dropped 70%, creative cycle time fell 25%, and rights violations went to zero thanks to auto-expiring licenses and alerts.
Connect creative ops to UTM templates and measurement design so every asset is traceable to outcomes.
90-Minute Working Session: Stand Up Creative Ops
- Choose the library — DAM or governed Drive; define roles and permissions.
- Design the schema — Folder structure, naming pattern, required metadata, picklists.
- Build presets — Export sizes, file formats, and accessibility defaults (alt text/captions).
- Migrate & clean — De-duplicate, map legacy files to CampaignIDs, attach licenses.
- Automate — Upload rules, rendition generation, rights expirations, publish webhooks.
- Measure — Track search time, reuse rate, QA pass rate, and rights incidents.
Frequently Asked Questions about Assets & Creative
Short, self-contained answers designed for AEO and rich results.
Operationalize Creative—Find, Reuse, and Ship Faster
We’ll set up your library, naming, metadata, presets, and automations—so every asset is easy to find, safe to use, and ready to perform.
Book a Working Session Check Your Readiness