Understanding the Creative Roadmap

The Creative Roadmap is your pipeline board for every creative in flight. It shows what's planned, what's in production, what's ready to test, and what won, all in one place, so nothing stalls in someone's inbox. This guide explains the statuses, filters, and controls that make it work. Open your Creative Roadmap to follow along.

Think of the roadmap as the connective tissue between your briefs and The Vault: each creative moves left to right as it progresses from idea to tested result.

The creative statuses

Every creative on the roadmap has a status that reflects exactly where it is. Moving a creative through these keeps the whole team's picture accurate.

• Planned: an idea captured but not yet briefed.
• Needs brief: greenlit, waiting on a written brief.
• Working: an editor is actively producing it.
• Ready to test: the asset is approved and queued for testing.
• Testing: currently live in a test wherever you run ads.
• Winner: it beat the control and earned a spot in rotation.
• Archived: retired from the active pipeline.

Because ATIYO doesn't connect to your ad accounts, you decide when a creative moves into Testing and whether it becomes a Winner. Establish a simple rule with your team, for example: mark a creative a winner when it beats the control on your chosen metric wherever you run ads. Consistency here is what makes your reporting trustworthy over time.

Assignees and due dates

Every creative can have an owner and a due date, which turns the board from a static list into an accountable pipeline.

1. Open a creative on the roadmap.
2. Set an assignee so it's clear who's responsible.
3. Add a due date to keep production on schedule.
4. Update the status as work progresses.

When you assign a creative, the owner is notified through ATIYO's in-app notification bell, so handoffs between strategists and editors don't get lost.

Search and filters

As your pipeline grows, filters keep it manageable. You can slice the board to see exactly the slice of work you care about.

• Search by name to jump to a specific creative.
• Filter by status to focus on one stage.
• Filter by awareness level or ad type to review a specific kind of creative.
• Use my queue to see only the work assigned to you.

Bulk status changes

When several creatives move together, for example a batch that just wrapped a test, you can change their status in bulk instead of one at a time. This keeps your board accurate without tedious clicking.

Bulk actions pair naturally with filters. Filter the board down to exactly the set you want to move, for example everything currently in Testing for one avatar, then update the whole group at once. It's the fastest way to keep a busy pipeline honest after a testing cycle.

Customize the board

The roadmap adapts to how your team works.

• Customize columns to match your workflow.
• Use keyboard navigation to move quickly without the mouse.
• Create multiple named roadmaps to separate pipelines, for example by brand, product line, or campaign.

How the roadmap connects to briefs and the Vault

The roadmap isn't an island. A creative usually starts as a brief, then the asset itself is produced and reviewed in The Vault. Keeping the roadmap status in sync with reality, moving a creative to Working when an editor starts, and to Ready to test once the Vault review is approved, gives everyone a single, trustworthy answer to "where is this?" without pinging anyone.

This connection is also what makes your reporting honest. Because you set statuses yourself, the roadmap reflects your team's real process rather than data pulled from an ad platform, which ATIYO deliberately does not connect to.

A healthy roadmap routine

1. Capture new ideas as Planned as they come up.
2. Move greenlit ideas to Needs brief and write the brief.
3. Assign an editor and set a due date; status becomes Working.
4. Review in The Vault, then mark Ready to test.
5. Update to Testing, and when results come in, mark Winner or Archived.

Next steps

Now that you understand the pipeline, feed it with a new brief and review your output in Insights. New to ATIYO? Start with your first 15 minutes.