TLDR: A creative pack is one folder per campaign that holds everything an agency needs to finish and hand back work without asking a question. Standardize it as ten fixed items, name the files the same way every time, and reject any delivery that fails a short acceptance check. Most delays come from a missing file, not from bad design.
An agency handoff goes wrong in small ways. The logo is the old one. The caption is in a chat thread. The video has no captions burned in. Each gap costs a day, and across ten campaigns it costs two weeks.
A standard creative pack removes the guessing. It is the same set of items, in the same layout, for every campaign and every brand.
The ten things every pack holds
Keep the list short enough that nobody skips it:
- Brief: one page, goal, audience, single message
- Brand kit link: logo files, colors, fonts, current version date
- Master files: editable source (Canva, Figma, video project)
- Final exports: each size and format the platforms need
- Copy: captions, headlines and CTAs in one document, per platform
- Alt text and captions (subtitles): written, not promised
- Links: every URL, with its tracking tags
- Usage rights: licenses for photos, music, talent
- Publish plan: date, platform, owner, approver
- Open questions: anything the agency needs answered, in one place
If an item does not apply, write "n/a" rather than leaving it out. A blank is ambiguous. "n/a" is an answer.
Creative pack file names anyone can find
A pack fails when the file name tells you nothing. Use one pattern everywhere:
brand_campaign_platform_format_v01
Example: acme_spring-sale_instagram_carousel_v02.
Two rules keep this working. Never write "final" in a file name, because there will be a "final2". Bump the version number instead. And keep the source file name matching the export name, so you can trace a post back to its editable file in seconds.
The acceptance check: ten minutes, five questions
Do this before anything goes to the client. Whoever receives the pack runs it.
| Check | Pass condition |
|---|---|
| Complete | All ten items present or marked n/a |
| Current | Logo and brand kit match today's version |
| Sized | Every export matches the platform spec |
| Readable | Captions or subtitles on all video; alt text on all images |
| Traceable | Every link has its tracking tags and opens correctly |
A pack that fails goes back with the failing row named. It does not get "fixed on our side", because then the agency never learns the rule.
Who owns the pack, and who signs it off
Give each pack one owner on your side. That person is the single contact for questions, which keeps the agency from asking three people the same thing and getting three answers.
Sign-off should be a separate step from receipt. Receipt means the pack is complete. Sign-off means the content is approved to publish. Mixing the two is how an incomplete post gets scheduled.
For team-side detail on the same idea, how to build a creative handoff checklist and one packet, one owner for large campaigns go deeper on the tracking sheet.
Keep the pack where the posting happens
A pack in a shared drive and a calendar in another tool means someone copies things between them. That is where the wrong version slips in.
In Mydrop, you can attach the final files and copy to the post on the calendar, pull assets in from Google Drive or Canva, and send the post to approval with comments on the draft. The pack and the publish plan sit in one place, per brand, so the agency's delivery becomes the scheduled post instead of a folder someone has to rebuild.
Agencies on your side of the table can do the same for clients. The agency solution page shows how workspaces keep each client's files apart.
Pilot the pack on the next campaign only
Do not rebuild every past campaign. Take the next brief, build the ten-item pack, run the five-question check on delivery, and note which row failed most. Fix that one in the template. After two campaigns the template is good, and you can send it to every agency you work with. When you want the pack and the schedule in one place, start free on Mydrop.
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