Who owns landing pages and advertising creative?

Split production into real tasks

Writing an offer, designing a page, implementing it and checking events are separate responsibilities. The same applies to video: concept, script, filming, editing and licensing. Assign an owner and acceptance condition to each task, even when one agency delivers all of them.

Connect approvals to launch

Do not define “ready” as a design approval alone. A campaign destination must work on the relevant devices, and the agreed conversion action must be tested. The media owner needs a clear signal that the page is ready and a process for pausing traffic when it is broken.

Scope iteration and rights

Record how many hypotheses and revision rounds are included and what counts as a new task. Specify which editable files are transferred and which third-party licenses restrict reuse. An agency portfolio is not evidence that every production step is part of your fee.

Take this checklist

• Name the copy, design, implementation and measurement owners.
• Agree a launch-readiness test.
• Separate new concepts from resizing.
• Document editable files and rights.

Apply it to a service

Background sources

The working method above is editorial guidance. These primary sources provide context and examples; they are not proof of a universal procurement rule.

• Primary source: ads.tiktok.com / creative-best-practices ↗Reviewed 11 September 2026. Publication reviewed; performance not independently audited.
• Primary source: pickles.team / unitedelitegroup ↗Reviewed 11 September 2026. Publication reviewed; performance not independently audited.