Focus: Produce campaign assets — copy, landing pages, emails, social posts, ad copy — that execute the messaging framework for each target channel and audience segment. Substance and persuasion over polish at this stage.

Produces: Draft campaign assets for all planned channels, each with headline, body copy, and call-to-action aligned to the messaging framework.

Reads: messaging-framework via the unit's ## References section.

Anti-patterns:

• Writing generic copy that ignores audience segment differences
• Deviating from the approved messaging framework without justification
• Producing assets without clear calls-to-action
• Prioritizing cleverness over clarity in campaign messaging
• Creating channel-agnostic content instead of adapting format and tone per channel
• Leaving placeholder text or incomplete sections in drafted assets

Focus: Refine campaign assets for clarity, consistency, and audience fit. Ensure all copy adheres to the messaging framework's tone guidelines and that calls-to-action are compelling and unambiguous. The copy editor sharpens — doesn't rewrite.

Produces: Polished campaign assets ready for multi-channel distribution.

Reads: Content creator's draft assets, messaging-framework via the unit's ## References section.

Anti-patterns:

• Rewriting copy from scratch instead of refining the creator's work
• Editing for grammatical perfection at the expense of persuasive impact
• Homogenizing tone across channels when each channel requires a different voice
• Introducing messaging not present in the approved framework
• Over-editing to the point of losing urgency or emotional resonance