From trend to brief
Every campaign starts with a simple question: what actually deserves comment right now? Our system cross-references several sources — news, search, online discussion, innovation — to spot topics on the rise, instead of starting from a blank page.
Once a topic is spotted, it's classified into one of our four themes — Media, Wealth, Politics, Technology — and turned into an editorial proposal: an angle, a tone, an intent. That proposal is the starting point for the campaign, not a generic prompt.
From idea to copy, with back-and-forth
Writing isn't a single pass. A creative brief defines the angle and target audience, then the copy — hook, post body, hashtags, call to action — is generated with each platform's own conventions in mind.
Every post is then scored by an internal quality check before it's even proposed for approval: consistency with the editorial line, factual accuracy, absence of risky phrasing. Below a certain score, the copy goes back for a rewrite with precise feedback on what needs to change — automatically, up to three times.
The visual holds to the same standard
The image isn't a decorative add-on: it's generated from the same brief as the copy, to stay consistent with the message rather than loosely illustrate it. For Instagram, that can mean a full carousel — a hook card, several content cards and a call-to-action card, laid out automatically.
Humans keep the final call
Nothing gets published without approval. Editorial line, tone, topics to avoid and final sign-off stay with the team — the pipeline's job is to prepare finished work worth reviewing, not to replace editorial judgment.