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Creative Refreshes for AMs

Breakdown of the AM-Specific responsibilities in the Creative Refresh process for Social.

Overview

As an Account Manager, you own the client relationship across the entire Creative Refresh cycle. Y

You are responsible for:

  • Kicking off each refresh

  • Collecting and documenting client requirements

  • Sharing completed deliverables for review

  • Routing feedback back to the Creative Team

  • Giving the final sign-off that releases work for implementation.

You have two manual status changes that are required to move the process forward, and missing either one will stall the cycle even if all other work is done.

Step 1: Respond to the kickoff prompt

15 days before the Creative Refresh Date, you will receive a task on the Creative Portfolio and an email notification prompting you to reach out to the client.

Contact the client and cover two things:

  1. Remind them their package includes a creative refresh on their configured cadence

  2. Discuss whether they want one this cycle. If so, whether they have new assets or direction to provide.

Step 2: Log the outcome on the Creative Portfolio

Whatever the client decides, your next action happens on the Creative Portfolio in HubSpot.

If the client does not want a refresh:

  • Move Creative Refresh Status to "No Refresh Requested." This immediately bypasses all downstream workflows and auto-reschedules the next refresh date based on the configured cadence. No further action is needed from you or anyone else this cycle.

If the client wants a refresh:

  • Log everything the client provided as a Note activity on the Creative Portfolio. Include new assets, creative direction, copy preferences, any specific changes they want, and links to any files they shared.

  • This Note is the SAS's source of truth when they create deliverable tickets, so the more complete it is, the less back-and-forth happens later.

  • Move Creative Refresh Status to "Refresh Request Submitted."

This status change is a notation only. It does not trigger a task or notification for the SAS. The actual handoff to the SAS fires automatically on the Creative Refresh Date itself.

Step 3: Wait while the Creative Team works

Once you have logged your Note and updated the status, your role pauses.

What Other Roles are Doing:

  • The SAS creates the deliverable tickets

  • The Copywriter and Designer produce the work

  • Creative Team Leads run internal QA.

When the full Ad Set has cleared internal QA and every ticket has reached Pending Approval, you will receive an email notification and a new task: "Share Drafted Deliverables With Client."

Step 4: Share the Ad Lab link with the client

  • Pull the Most Recent Ad Lab Link from the Creative Portfolio and share it with the client via email, asking for their review and feedback.

    • The Graphic Designer is responsible for keeping this field up to date once all creatives in the Ad Set are uploaded, so it should be ready when you receive your notification.

    • If the Ad Lab link is not shared via the Creative Project, reach out to the Graphic Designer for the link directly.

Step 5: Handle the client's response

If the client approves a deliverable: Move that deliverable's Ticket Status to "Completed Deliverable" on the individual ticket.

If the client requests changes on one or more deliverables: For each affected ticket, do the following:

  1. Navigate to the specific deliverable ticket.
  2. Add a Note documenting the client's feedback. You can paste their feedback verbatim, summarize it, or note that the full feedback is in Ad Lab.
  3. Set the Needs Revisions field to the appropriate value: "Copy Revisions Only," "Graphic Revisions Only," or "Copy and Graphic Revisions."
    1. Setting Needs Revisions automatically kicks the ticket back to In Progress, resets the relevant approval fields, and creates new tasks for the Copywriter and/or Designer. 

Once revisions are complete, all tickets in the Ad Set will return to Pending Approval and you will receive the same notification again to share with the client. This loop repeats until the client signs off with no further changes.

Step 6: Give final sign-off

Once the client has approved every deliverable with no further revisions, move Creative Refresh Status to "Creatives Completed & Approved." This is a manual step that only you can take, and it is what releases the SAS to implement the creatives in Meta.

This status change automatically sends the SAS an email notification and creates their implementation task. You do not need to contact the SAS directly.

Step 7: Confirm with the client after implementation

Once the SAS completes implementation, you will receive an email notification confirming the new creatives are live. At that point, reach out to the client to confirm their new ads are running.

Your two required status changes

The Creative Refresh process has two gates that only you can open. If either is skipped, the process stalls.

"Refresh Request Submitted" signals that you have documented the client's requirements and the SAS can expect tickets to be due on the refresh date.

"Creatives Completed & Approved" signals that the client has given final approval and the SAS is cleared to implement. The next refresh date will not be recalculated until the SAS reaches "Creatives Implemented," but that step cannot happen unless you move the status here first.