AND Gather — Creative Strategy Architecture (v0.1)
Productized creative system · Three asset-volume tiers · One operating cadence · Default splits to tune with real signal
AND
Thesis
Iterate on existing personas. Scale the winners. Test net new personas to push acquisition. One weekly loop, three volume tiers, every account.
The cadence is universal. The tier sets the volume. Junior strategists fill the same template against the same operating rhythm, every account, every month.
Three Product Tiers
Tier 1 · Iterate
20
Assets / month
Per week~5
Iterate on winners12
Scale top performers5
Net new persona test3
Pathways / month~5
Fit: established account with a working persona map and proven winners to iterate. Today: H2Tab.
Tier 2 · Scale
50
Assets / month
Per week~12
Iterate on winners30
Scale top performers12
Net new persona test8
Pathways / month~10
Fit: account with real spend, multiple personas in play, room for parallel scaling tracks and 2 net new tests/month.
Tier 3 · Velocity
100
Assets / month
Per week~25
Iterate on winners60
Scale top performers25
Net new persona test15
Pathways / month~20
Fit: high-spend account in aggressive growth, multiple net new persona tests in parallel, full funnel coverage.
Asset Allocation Matrix — Jobs × Buckets (Default Splits)
Default split: 60% iterate / 25% scale / 15% net new test. Funnel: 30% TOF / 50% MOF / 20% BOF. Tune per account from Motion signal.
Job Iterate on Winners 60% Scale Top Performers 25% Net New Persona Test 15% Total
Borrow Trust · TOF 30% 4 / 8 / 18 1 / 4 / 8 1 / 3 / 4 6 / 15 / 30
Show the Habit · MOF 50% 6 / 15 / 30 3 / 6 / 12 1 / 4 / 8 10 / 25 / 50
Give Them a Reason · BOF 20% 2 / 7 / 12 1 / 2 / 5 1 / 1 / 3 4 / 10 / 20
Total 12 / 30 / 60 5 / 12 / 25 3 / 8 / 15 20 / 50 / 100
Each cell shows Tier 1 / Tier 2 / Tier 3 asset counts. The strategist fills the matrix at month start. Motion signal at month end tunes the split for next month.
The Weekly Operating Loop — Every Account, Every Tier
Mon
Read
Motion dashboard read. Last week's hook rate, CPA, ROAS. What lived, what died.
Tue
Decide
Pod call. Kill losers. Scale winners. Lock this week's production brief off the matrix.
Wed
Produce
Production runs. Re-edits and redesigns from the asset library. Variants of winners. New persona tests.
Thu
Produce
Production continues. QA. Hook variants finalized. Motion tag plan locked.
Fri
Ship
Hand-off to client or in-house buyer. Motion-tagged. Live by EOD. Loop resets Monday.
The Monthly Architecture — Same Shape, Every Account
Week 1
Foundation
Ships: heavy iteration on last month's proven winners. New variants of top hooks. Wave 1 of MOF re-edits.
Tests: minor format variants. No new personas yet.
Week 2
Reinforce
Ships: Wave 2 off Week 1 signal. Doubling down on early winners. TOF authority/trust ramp.
Tests: hook variants on best-performing format.
Week 3
Scale + Test
Ships: proven winners get scaled (new aspect ratios, lengths, cuts). BOF retargeting closers.
Tests: first net new persona test ships.
Week 4
Push + Plan
Ships: remaining net new persona tests, offer/event-driven assets, evergreen end cards.
Tests: month-end Motion read. Next month's brief drafted off signal.
How Junior Strategists Use This
Pick the tier. Apply the matrix to get this month's asset count by job and bucket. Fill the 4-week roadmap template. Every brief follows the weekly loop. Motion signal at month end tunes the matrix for next month.
Open Decisions (to lock with Michael)
Default splits (60/25/15 buckets, 30/50/20 funnel) are first-draft. Tune from real H2Tab and Veloci data once Motion AI tagging is live. Tier price points to be set against Pricing Framework v6.