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How to review content well: one reviewer, one round

Written by Ruben Pijnenburg

Four rules for reviewing well:

  • Designate one decision maker: one person reviews, one person approves

  • Review against the brief, nothing else: if the creator followed the brief and the fee matches the quality, approve. Do not introduce new requirements at review stage

  • Respond within 24 hours: every day of delay cascades into the ad live date

  • One round of clear, specific feedback: tell the creator exactly what to change and why

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