Creative Workspace — Add a Style, Pillar, or Variation

You have a new creative idea. Before it goes into the workspace, answer one question: is it a new pillar, a new style, or a new variation? They are added in different ways, and putting an idea in the wrong box breaks the numbers for everyone.

Part 1 — Which one is it? (three questions, in order)

Question 1: Is it a new OFFER — something a client could say yes or no to? Examples: a named starting-at price, monthly financing, warranty-led, a percent discount, a dollar discount (trade-in counts here — the old unit is the discount), a freebie. → That is a PILLAR. Pillars are rare on purpose — we have 7, and adding one is a business decision, not a workspace edit. Do not add it yourself. Message Sean (or post in the Bot Inbox). See Part 4.

Question 2: Does it LOOK different — would a stranger describe it as a different kind of ad? Examples: a new picture style, a new video format, "looks like a news headline," "looks like a checklist." → That is a STYLE (a style card). You add it yourself on the MANAGE tab. See Part 2.

Question 3: Same look, but a different opening line, hook, or song? Examples: a UGC video with a new first sentence; Lean Mean Machine with a different track. → That is a VARIATION of an existing style. No new card — it lives in the ad name. See Part 3.

Rule of thumb: offer = pillar · look = style · flavor of a look = variation. When two offers appear on one ad, the stronger one is the pillar: a starting-at price beats financing beats everything else. A freebie only counts as the pillar when it is the ONLY real offer on the ad — a free thermostat next to a price is decoration, not the offer.

Part 2 — Add a new STYLE (yourself, 2 minutes)

1. Check the GRAVEYARD first (bottom of the Concepts page). If your idea is there, it was tested and it lost — read the why, do not re-add it.
2. Open the MANAGE tab → "Add or edit a concept" → leave the dropdown on "+ New concept."
3. Fill the form — plain words, short sentences: - Name — what the team would call it out loud. - Short code — 2–4 letters for the colored tile (example: BN for Breaking News). Pick a tile color with the slider. - Status — "On the shelf" if it is not launched yet; "Testing" once ads run. - What is this idea? — 1–3 sentences a new hire would understand. - Name words — the words you will put in ad names so future ads sort themselves (example: breakingnews, headline). This is the important field. - Files and links — the Drive links for the statics and scripts.
4. Press Create concept. It is live on the Concepts page immediately.
5. From now on, put one of the name words in every ad name for this style. That is what makes the numbers collect under the card.

Part 3 — Add a new VARIATION (no card needed)

1. A variation is a code inside the ad name — the same codes we already use for songs: BB, GG, slow, getgoing.
2. Pick a short code for the new hook or song (example: weatherapp for the weather-app hook).
3. Use the code in every ad name for that variation, in its own piece of the name: v001_dvg_weatherapp_v1.
4. Register the code: post one line in the Bot Inbox — "new variation code: weatherapp = the weather-app hook, under DVG." An agent adds it the same day; after that the style's card shows the variation with its own numbers against the style's average.
5. A variation earns its place by beating the style's average CPL — the card shows both, so the verdict is never an opinion.

Part 4 — A new PILLAR (Sean's call)

1. Message Sean: what the offer is, which client wants it, and one example ad.
2. If approved, the pillar is added centrally (icon, color, and matching rules) — nothing for you to click.
3. Why so strict: every pillar is a column in the matrix and a promise that clients can veto it as a family. Five clean pillars beat twelve fuzzy ones.

Data note: the workspace refreshes 4 times a day. A new style shows numbers as soon as ads with its name words have delivery.

Stuck? Post in the Bot Inbox with the idea and one example — you will get an answer the same day.