If you’re one of the many users scaling creative after a brief is approved, you’ll know the process has historically been a little rigid. With nearly 40% of all deliverables now created post-brief, we knew it was time to make things more flexible and less constrained.
So, we did just that. Here’s what's changed when scaling creative👇
Variations + new formats, together
Gone are the days of having to pick a lane in a production round - “Do I want to order variations or new formats?” Now, you don’t have to choose. You can do both, as you please, together in a single round. Whether you're adding formats to a variation or creating a fresh variation while scaling formats - it all starts from one place.
Just hit ‘+ New variation’ from anywhere in the 'Creative' pages (Concepts, All Creative, or Variations). This takes you into a centralised flow where you can:
Duplicate existing deliverables into a brand-new variation
Add new formats to scale the variation
Or do both in one go
After creating a variation, you’ll be taken to the 'Review' page to finalise revisions, just like before.
The updated variation flow unifies what used to be a bit of a juggling act. Instead of starting from multiple different spots depending on what you were trying to do, we’ve introduced one clear path to scale creative quickly and confidently.
Editing and duplicating variations
Editing
Start a variation and need to tweak something before submitting? No more deleting and starting from scratch. You can now:
Add or remove deliverables (including draft formats)
Change the language
Rename the variation
A couple of things to note:
You can’t remove deliverables that have revision comments. If you’ve changed your mind and want to remove one, just delete any revision comments you’ve added first.
You’ll get a warning if you try to unselect all deliverables - every variation needs at least one.
Duplicating
Sometimes you just want to copy a winning setup - now you can.
Duplicating an approved variation will copy all approved deliverables and the language.
Duplicating a draft variation will copy all deliverables, formats, the language, and any comments, uploads, or other revisions.
The duplicate opens directly in edit mode so you can make changes before saving it as a new variation. The default name? “Original Name copy” - but feel free to make it your own.
In summary
You can now:
Scale variations and formats at the same time
Do it all from one centralised place
Edit and duplicate variations without starting over
These updates are about making post-brief scaling fluid and breezy for you. More flexibility, less repetition - and a whole lot more flow.