Morning Briefing

Morning Briefing

Daily creative delta briefing — what changed day-over-day that the team should know about. This is a standup tool, not a deep analysis. Compact, specific, action-oriented.

Core principle: The briefing is the delta, not the state. "Hook rate dropped 15%" is useful. "Hook rate is 3.2%" is a fact sheet. Every bullet should answer "what's different from yesterday?"

Phase 1: Get Context

1. Read ${CLAUDE_PLUGIN_ROOT}/motion-creative.config.md for org-specific configuration. If the file does not exist, use these defaults and suggest the user run /customize:
   • primary_kpi: use goalMetric from first get_creative_insights response
   • morning_briefing_lookback: LAST_7_DAYS
   • competitors: pull from get_workspace_competitors
   • primary_metrics / exclude_metrics: auto-detect
2. Call get_auth_context() for workspaceId.
3. Read the creative-strategist skill for methodology.

Settings influence:

• Use primary_kpi to determine which metric delta leads the "Big Things" section. If primary KPI is CPA, a CPA swing matters more than a ROAS swing.
• Use morning_briefing_lookback as the comparison window if set (default: LAST_7_DAYS).
• Use competitors list from settings if workspace competitors aren't configured in Motion.
• If settings contain primary_metrics, ensure those metrics lead the delta analysis. If exclude_metrics, omit those from the report.

Phase 2: Pull Performance Data (Parallel)

The SPEND call must come first (it returns goalMetric and spendThreshold). Then dispatch remaining calls in parallel.

Spend signals (first):

1. get_creative_insights(workspaceId, "SPEND", datePreset="YESTERDAY", limit=10, withAggregatedInsights=true)

→ Extract goalMetric and spendThreshold from the response. Use goalMetric for all efficiency-sorted calls.

2. get_creative_insights(workspaceId, "SPEND", datePreset="LAST_7_DAYS", limit=10)

Scaling signals: 3. get_creative_insights(workspaceId, "SCALING", datePreset="YESTERDAY", limit=10) 4. get_creative_insights(workspaceId, "SCALING", datePreset="LAST_7_DAYS", limit=10)

Efficiency signals: 5. get_creative_insights(workspaceId, insightType=goalMetric, datePreset="YESTERDAY", limit=10) — efficiency leaders by workspace goal metric 6. get_creative_insights(workspaceId, insightType=goalMetric, datePreset="LAST_7_DAYS", limit=10)

Hook signals: 7. Use the SPEND results from call #3 above — filter to video creatives and sort by thumbstop_ratio to find hook rate leaders. Do NOT use insightType="HOOK" as it returns the same ranking as SCALING.

Note: If YESTERDAY returns empty or very limited data (common early in the day), fall back to comparing LAST_7_DAYS against LAST_30_DAYS. Note the adjusted window in the briefing header.

Phase 3: Pull Competitor Activity

1. get_workspace_competitors(workspaceId) — get tracked competitors
2. For each competitor (parallel): get_inspo_creatives(brandId, workspaceId, limit=5, sort="NEWEST", launchDate="LAST_7_DAYS")

If competitor tracking isn't set up, skip this section and note it.

Phase 4: Compute Deltas

Compare yesterday vs. 7-day data to identify what changed:

Performance Deltas

• Newly scaling: Creatives appearing in yesterday's scaling list but not in the 7-day top — they're just starting to gain traction
• Declining: Creatives in the 7-day top performers but absent from or dropping in yesterday's data — they're losing steam
• Spend shifts: Where budget moved — which creatives gained share, which lost it
• Hook rate changes: Compare thumbstop_ratio between yesterday's and 7-day data — new creatives hooking well, or established ones losing grip. Present as "hook rate" to the user.

Competitor Deltas

• New launches: Competitor creatives launched in the last 7 days
• Volume signals: Competitors launching more/fewer creatives than usual

What Counts as "Big"

Not everything that changed is worth reporting. Focus on:

• Creatives that shifted from scaling to declining (or vice versa) — a reversal
• Top-spending creatives with notable goalMetric movement — budget at risk
• New creatives that immediately started scaling — a possible winner
• Competitor launches that represent a new approach (not just more of the same)
• Any creative with significant thumbstop_ratio change (present as "hook rate") — the first signal of fatigue or resonance

If nothing significant changed, say so: "Stable day — no major movements. Current scaling winners are holding." A quiet briefing is better than manufactured urgency.

Phase 5: Output

Format

Keep it tight. This is for a standup, not a strategy session.

# Creative Morning Briefing — [Date]
**Workspace:** [name] | **Window:** Yesterday vs. 7-day trend

## Big Things That Changed
- [Bullet 1 — the single most important delta]
- [Bullet 2 — second most important]
- [Bullet 3 — if warranted, otherwise skip]

## Performance Deltas

| Creative | Metric | Yesterday | 7-Day | Direction |
|----------|--------|-----------|-------|-----------|
| [name]   | goalMetric | [val]     | [val] | ↑ / ↓ / → |

## Scaling Moves
[1-2 sentences: what's gaining budget, what's losing it, and why it matters]

## Competitor Watch
[New launches from tracked competitors. Format, hook approach, what's notable. Skip if nothing new.]

## Suggested Focus for Today
- [Action 1 — specific, grounded in the data above]
- [Action 2 — if warranted]

Rules

• "Big Things That Changed" is mandatory. Even if the answer is "nothing." This is the section people read.
• 3 bullets max in Big Things. If there are more than 3 significant changes, pick the top 3 and move the rest to the sections below.
• Performance Deltas table is optional — include it when there are specific numbers worth comparing. Skip if the story is better told in prose.
• Competitor Watch is optional — skip if no new launches.
• Suggested Focus should be 1-2 actions, not a to-do list. Each action should connect to a specific finding.
• Total length: Aim for something that can be read in under 2 minutes.
• If someone wants depth, they run /performance-analysis.

Error Handling

• YESTERDAY returns empty: Fall back to LAST_7_DAYS vs. LAST_30_DAYS comparison. Note the adjusted window.
• Competitor tools fail: Skip Competitor Watch section, note the gap.
• All queries fail: Report: "Motion data unavailable this morning. Check your workspace connection."
• Very few creatives in results: Note limited data, don't over-interpret. "Low volume day — directional signals only."