A modular Agent Skill system for strategy, creative, content, and brand teams — from an ambiguous brief to a client-ready advertising proposal.
简体中文 · Workflow · Example brief · 中文使用说明
Ad Proposal Skills turns the reasoning behind strong advertising proposals into seven composable skills. It is not a one-shot “generate a PPT” prompt. It provides a traceable workflow for framing the brief, building an evidence base, developing strategic insight, translating strategy into creative territories, structuring the pitch, directing the visual system, and reviewing the final delivery.
Brief → Evidence → Insight → Creative Logic → Narrative → Visual System → Review
Most proposal failures begin before the deck is designed: the brief is under-defined, research is copied without judgment, insights merely restate facts, and creative ideas are disconnected from the business case.
This repository gives teams a shared operating system that helps them:
- turn incomplete client input into explicit assumptions, open questions, and a work plan;
- build a source-linked evidence base instead of an untraceable research dump;
- convert facts into debatable, actionable strategic points of view;
- explain creative direction through established strategic lenses rather than generic brainstorming;
- construct a persuasion chain that clients can understand and approve;
- translate subjective visual language into executable page and design rules;
- review risk, source quality, client fit, and reusable learning before and after delivery.
| Skill | Responsibility | Primary output |
|---|---|---|
ad-proposal-orchestrator |
Dynamically route, execute, and validate the workflow | Project state, task graph, stage gates, validated deliverables |
ad-research-collector |
Build a credible and traceable evidence base | Cited research table with confidence and limitations |
ad-insight-reviewer |
Generate and challenge strategic insights | Scored insight set, Top 3 recommendations, counterarguments |
ad-creative-methods |
Translate strategy into persuasive creative territories | Method-led creative directions with rationale and risk |
ad-proposal-narrative |
Turn strategy and creative into a client-ready story | Deck architecture, slide blueprint, executive summary |
ad-ppt-visual-architect |
Define a visual system that serves the argument | Page rules, visual blueprint, design handoff |
ad-delivery-review |
QA the proposal and capture reusable learning | Revision list, delivery risks, retrospective assets |
Each skill can run independently. For an end-to-end assignment, start with the orchestrator: it resumes from the earliest unmet quality gate, runs independent research or creative lanes in parallel when available, and falls back to sequential execution when needed.
Clone the repository and copy the skills into your Codex Skills directory:
git clone https://github.com/ilexlyu/ad-proposal-skills.git
cp -R ad-proposal-skills/skills/ad-* ~/.codex/skills/Restart Codex, then invoke the orchestrator or any specialist skill by name.
Use $ad-proposal-orchestrator
We are planning a summer campaign for Lay's aimed at younger consumers.
We want the brand to play a more visible role across travel, streaming,
friend gatherings, and other summer occasions. The campaign should feel
social rather than promotional. Budget is still open; digital is the priority,
with possible Xiaohongshu, Douyin, and offline extensions.
Help us define the strategic direction.
The orchestrator does not stop at a recommended skill sequence. It maintains evidence and assumptions, executes the available stages, validates each handoff, and continues to the requested deliverable unless a material blocker requires a decision.
See the complete Lay's summer brief example.
- Evidence base: category, consumer occasion, channel, competitor, and brand-asset research with source links.
- Strategic insight: a defensible interpretation such as “young consumers do not need another snack; they need an effortless social cue that starts the moment.”
- Creative logic: multiple ways to express the strategy, selected through fit, memorability, credibility, and execution risk.
- Proposal narrative: a slide-by-slide persuasion chain from business context to recommended action.
- Visual system: an executable design direction built around the sound of the crunch and the action of opening the pack.
- Delivery review: source, logic, page clarity, stakeholder fit, and risk checks, followed by reusable project learning.
The example demonstrates workflow output, not an official campaign or brand endorsement.
- agency strategy, planning, creative, copy, and account teams;
- in-house content, social, brand marketing, and ecommerce teams;
- independent strategists and creative consultants;
- teams turning proposal craft into a repeatable Agent workflow.
- Evidence before assertion. Material claims need a source, date, confidence level, and limitation.
- Judgment before ideation. Creative exploration begins only after the strategic choice is explicit.
- One argument per slide. A deck is a persuasion system, not a storage format.
- Execution over adjectives. “Premium” and “youthful” must become concrete visual rules.
- Risk before delivery. Challenge weak evidence, unsupported leaps, and stakeholder objections early.
- Learning after delivery. Convert project-specific experience into reusable methods and references.
skills/ Seven installable Agent Skills and reference libraries
docs/ Workflow documentation
examples/ Example briefs and expected skill flow
assets/ Demonstration proposal visuals
The skills use the SKILL.md convention and include Codex interface metadata under agents/openai.yaml.
Current release: v0.1.0
The system is usable today and intentionally compact. Contributions that improve source quality, industry-specific references, evaluation criteria, or field-tested examples are welcome.