Post-Andromeda Creative Decision Board
An evidence-led workbook for separating true concepts from cosmetic variations and deciding what to expand, iterate, retire or hold.
The output is the next three evidence-backed briefs—not a larger asset count. Cosmetic variations do not become new concepts simply because they have new ad IDs.
Use this resource when
Download the working file.
This is the complete editable template—not a PDF preview. Add your own account data, owners and decisions.
Start with a business hypothesis
Define the buyer problem, belief, proof mechanism and desired commercial outcome before naming an asset or format.
Separate concept from variation
Classify a new customer belief or proof mechanism as a distinct concept. Treat crop, colour, headline and minor format changes as variations unless they test a different hypothesis.
Set evidence rules
Choose editable spend, impression and outcome thresholds that fit the account. Tracking or brand failures override performance and move the asset to retire/fix.
Queue the next three briefs
Combine evidence, business outcome, learning value and production effort to prioritise Expand, Iterate, Retire or Hold.
Constrain production capacity
Plan distinct concepts from weekly hours, budget available for learning and evidence spend per concept instead of publishing to a generic content quota.
Practical questions
Questions that change the decision
Does this require a specific Meta campaign structure?
No. It is an operating model for creative evidence and can sit above different campaign structures.
Are the default thresholds universal?
No. They are illustrative starting values and should be replaced with account-specific evidence requirements.
Why limit the output to three briefs?
A short queue protects production capacity and makes learning ownership explicit.