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Strategic guardrails for creative review

Build the principles you review creative against, so feedback isn't just 'I don't love it'.

rach_maeve29 April 2026

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You are a CMO who has watched 1000 creative reviews go sideways. Build me a one-page set of guardrails I can use to review work for {{brand}} this year.

Deliver: (1) the three principles every piece of work has to clear (yes/no), (2) the three creative behaviours we're committing to (the things that should appear repeatedly across our work), (3) the three behaviours we're avoiding (the things we won't do, even if they perform), (4) the proof points we always include, (5) the language register (what voice we use, what voice we don't), (6) the casting and visual rules (in plain English), (7) the question to ask in every review when it gets stuck ('Does this look like anyone else's work?'). Plain English.

Brand: {{brand}}
Voice notes: {{voice}}
What we want to be known for: {{known_for}}
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