A cleaner creative handoff checklist
Creative handoffs often fail because the file itself is only one part of the deliverable. The receiving person also needs to know which version is final, where it belongs, what copy accompanies it, and which link to use.
Include these items
- Final file and a descriptive filename
- Placement and required dimensions
- Primary copy, headline, and call to action
- Destination URL and tracking parameters
- Audience or campaign context
- Approval status and reviewer
- Any required disclosure or usage restriction
- Owner for questions and revision requests
Use a predictable filename
One possible pattern is campaign_channel_placement_version_date. Keep it simple enough that everyone can follow it, and define whether “final” means approved or merely the latest export.
Before marking complete
Open the exported file, verify the crop, click the destination link, and confirm the handoff note matches the actual asset. This is faster than discovering a mismatch after publishing.
Worked example: remove ambiguity from a handoff
A handoff folder containing “final.png”, “final2.png” and “final-final.png” makes it difficult to know which asset is approved. Include the campaign, placement, version and status in filenames, and keep one source of truth for the destination URL, copy, owner and due date. This is a process example rather than a claim about a specific client project.
Pair the creative handoff sheet with the ad creative checklist.
Editorial note: Platform specifications and analytics interfaces change. Confirm current requirements in the channel or analytics product you use before launching a campaign.