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Agent Routing Rules

Overview

This document defines clear routing rules for delegating tasks to specialized agents within the marketing team. Use these rules to determine which agent(s) to engage based on request type, deliverable, and project phase.

🎯 Primary Routing Logic

Request Analysis Framework

When a request comes in, analyze it using these questions:

What is the primary deliverable? (content, strategy, design, coordination, data analysis)
What phase are we in? (research, strategy, creative development, execution, measurement)
Does this require multiple agents? (single-agent task vs. multi-agent workflow)
What’s the time sensitivity? (affects routing to Account Manager for coordination)

📋 Single-Agent Routing Rules

Strategy Department

Communication Strategist

Route when request includes:

Platform recommendations or specs (Instagram, TikTok, LinkedIn, etc.)
Channel strategy or media mix planning
Trending content analysis
Cross-channel campaign architecture
Media budget allocation
OOH, TV, radio, audio, digital, social, email strategy

Trigger Keywords: platform, channel, media mix, trend, specs, social media strategy, OOH, media plan, what's working on [platform]

Example Requests:

“What platform should we use for this campaign?”
“What’s trending on TikTok right now?”
“Create a media strategy for Gen Z”

Brand Strategist

Route when request includes:

Brand positioning or differentiation
Messaging framework or architecture
Brand voice/tone definition
Brand identity or values work
Competitive positioning
Brand narrative or story development
Brand consistency review

Trigger Keywords: brand positioning, messaging, voice, tone, brand identity, differentiation, values, brand story, brand audit

Example Requests:

“Define our brand positioning”
“What should our brand voice be?”
“Create a messaging framework”
“Review this for brand consistency”

Data Strategist

Route when request includes:

Performance analysis or reporting
KPI definition or measurement
Attribution modeling
A/B testing strategy
Audience segmentation
ROI/ROAS analysis
Data visualization or dashboards
Budget optimization based on data

Trigger Keywords: performance, data, metrics, KPI, ROI, ROAS, analytics, attribution, test, dashboard, segment, optimize

Example Requests:

“Analyze campaign performance”
“What metrics should we track?”
“Design an A/B test”
“Which audience segment converts best?”

Creative Department

Copywriter

Route when request includes:

Any written content (headlines, body copy, scripts)
Headlines, taglines, slogans
Social media captions or posts
Email copy or sequences
Landing page or website copy
Ad copy (any channel)
Video or audio scripts
Blog posts, articles, thought leadership

Trigger Keywords: write, copy, headline, tagline, caption, script, email, post, article, content, words

Example Requests:

“Write a headline for this campaign”
“Create social media posts”
“Draft email copy for [offer]”
“Write a 30-second radio script”

Art Director

Route when request includes:

Visual concept development
Design direction or feedback
Art direction for shoots/content
Visual identity or brand design
Layout and composition guidance
Mood boards or visual references
Design specs or requirements
Visual trend recommendations

Trigger Keywords: visual, design, art direction, look and feel, mood board, aesthetic, layout, photoshoot, illustration, visual identity

Example Requests:

“What should the visual concept be?”
“Art direct this photoshoot”
“Create a mood board for [project]”
“What are the design specs for [format]?”

Administration Department

Account Manager

Route when request includes:

Meeting scheduling or coordination
Client communication drafting
Project timeline or status updates
Billing or budget questions
Deliverable tracking
Scope or change order management
Administrative coordination
Client relationship management

Trigger Keywords: meeting, schedule, client, timeline, status, billing, budget tracking, deliverable, coordinate, organize, project management

Example Requests:

“Schedule a client presentation”
“What’s the status of [project]?”
“Draft an email to the client about [topic]”
“Track all deliverables for [campaign]”

Production Department

Production Manager

Route when request includes:

Production planning or logistics
Vendor sourcing or recommendations
Cost estimates or budgets
Technical specifications
Production timeline development
Print, video, photo, or audio production
Quality control or troubleshooting
Asset delivery coordination

Trigger Keywords: production, vendor, print, estimate, cost, specs, technical requirements, timeline, manufacture, produce, photoshoot logistics, video production

Example Requests:

“Get estimates for printing [item]”
“What vendors should we use?”
“Create a production timeline”
“What are the technical specs for [deliverable]?”

Specialized Agents

Research Analyst

Route when request includes:

New client or prospect research
Brand discovery or audit
Social media presence analysis
Competitive landscape mapping
Founder/team background research
Pre-pitch intelligence gathering
Digital presence assessment

Trigger Keywords: research, audit, discover, analyze [brand], who is, background, competitive landscape, social media audit, intelligence, what do we know about

Example Requests:

“Research [company] before our pitch”
“Audit [brand]’s social media presence”
“Who are the competitors for [company]?”
“What’s the background on the founders of [brand]?”
“Give me an intelligence brief on [prospect]”

Presentation Builder

Route when request includes:

Pitch deck creation
Client presentation development
Slide design or narrative structure
Data visualization for presentations
Conference or speaking decks
Results reporting presentations
Presentation templates

Trigger Keywords: presentation, pitch deck, slides, deck, PowerPoint, Keynote, Google Slides, present, QBR, report deck

Example Requests:

“Create a pitch deck for [prospect]”
“Build a results presentation”
“Design slides for [topic]”
“Turn this data into a visual story”

Awards Agent

Route when request includes:

Awards strategy or submission
Case study writing
Awards calendar management
Entry form completion
Results quantification for awards
Past winner research
Campaign documentation for recognition

Trigger Keywords: awards, case study, submit, entry, Cannes, Effie, One Show, recognition, competition, award submission

Example Requests:

“Submit this campaign to awards”
“Write a case study for [campaign]”
“What awards should we enter?”
“Create an awards calendar”

🔄 Multi-Agent Workflow Routing

Content Creation Workflow

Trigger: “Create [content type] about [topic]”

Agent Sequence:

Brand Strategist → Define messaging and brand alignment
Communication Strategist → Determine optimal platform/channel
Copywriter → Write the content
Art Director → Design visual elements
Account Manager → Coordinate review and approvals

Example: “Create a social media campaign about sustainability”

Campaign Development Workflow

Trigger: “Develop a campaign for [objective/product]”

Agent Sequence:

Brand Strategist → Establish brand positioning and messaging
Communication Strategist → Define media strategy and channels
Copywriter → Develop creative concepts and copy
Art Director → Create visual concepts and design direction
Production Manager → Plan production logistics
Account Manager → Coordinate timeline and client approvals
Data Strategist → Define success metrics and measurement

Example: “Launch a new product campaign targeting millennials”

Content Research & Blog Creation Workflow

Trigger: “Research [topic] and create a blog post”

Agent Sequence:

Data Strategist → Analyze topic trends, search data, audience insights
Brand Strategist → Define messaging angle and brand POV
Copywriter → Write the blog post
Art Director → Create supporting visuals or graphics
Communication Strategist → Optimize for SEO and distribution

Example: “Research AI in marketing and write a thought leadership post”

Campaign Performance Analysis Workflow

Trigger: “Analyze [campaign] performance and present findings”

Agent Sequence:

Data Strategist → Analyze metrics and performance data
Brand Strategist → Assess brand impact and perception
Communication Strategist → Evaluate channel performance
Presentation Builder → Create visual presentation of findings
Account Manager → Prepare client presentation

Example: “Analyze Q4 holiday campaign and present results to client”

Pitch Deck Development Workflow

Trigger: “Create a pitch for [prospect/opportunity]”

Agent Sequence:

Brand Strategist → Define positioning and key messages
Communication Strategist → Recommend channel approach
Data Strategist → Provide market insights and benchmarks
Copywriter → Craft compelling narrative and copy
Presentation Builder → Design the pitch deck
Account Manager → Coordinate internal review

Example: “Create a new business pitch for [prospect company]”

Awards Submission Workflow

Trigger: “Submit [campaign] to awards”

Agent Sequence:

Data Strategist → Compile and quantify results
Awards Agent → Research categories and write case study
Copywriter → Refine narrative and headlines
Presentation Builder → Create supporting presentation materials
Account Manager → Obtain client approvals

Example: “Submit our sustainability campaign to Cannes Lions”

🤝 Handoff Protocols

When Agent A Completes → Agent B Begins

Strategy → Creative Handoff

From: Brand Strategist or Communication Strategist To: Copywriter or Art Director Deliverables to pass:

Messaging framework or brand positioning
Target audience definition
Key messages and proof points
Channel specifications (if from Communication Strategist)

Quality Check:

Are brand guidelines clear?
Is the target audience well-defined?
Are success criteria established?

Creative → Production Handoff

From: Copywriter or Art Director To: Production Manager Deliverables to pass:

Final creative assets or concepts
Technical specifications
Asset requirements (formats, sizes, quantities)
Timeline expectations

Quality Check:

Are files production-ready?
Are specs clearly documented?
Is the production timeline feasible?

Data → Presentation Handoff

From: Data Strategist To: Presentation Builder Deliverables to pass:

Raw data and analysis
Key insights and findings
Recommended visualizations
Narrative recommendations

Quality Check:

Is data accurate and verified?
Are insights clearly articulated?
Is there a clear story to tell?

Any Agent → Account Manager Handoff

From: Any specialist agent To: Account Manager Deliverables to pass:

Completed work or recommendations
Timeline and next steps
Outstanding questions or decisions needed
Client presentation materials (if applicable)

Quality Check:

Is work client-ready?
Are there any risks or concerns?
What approvals are needed?

🚨 Special Routing Scenarios

Urgent Requests

Route to: Account Manager FIRST Then: Delegate to appropriate specialist(s) Reason: Account Manager assesses feasibility, resources, and coordinates rapid response

Budget-Sensitive Requests

Route to: Production Manager (for cost estimates) And: Account Manager (for budget tracking) Include: Relevant specialist for scope definition

Client-Facing Deliverables

Always include: Account Manager in the workflow Reason: Ensures client communication consistency and approval coordination

Strategic Decisions

Route to: Brand Strategist (brand impact) + Communication Strategist (channel implications) + Data Strategist (performance implications) Reason: Strategic decisions require multi-perspective analysis

💡 Pro Tips for Effective Routing

When in doubt, route to Account Manager first - They can coordinate complex requests
Most requests need 2-3 agents - Single-agent tasks are rare
Always consider measurement - Loop in Data Strategist for campaigns and initiatives
Brand Strategist is foundational - For new initiatives, start with brand alignment
Production comes late - Don’t engage Production Manager until creative is approved
Presentation Builder synthesizes - Perfect for combining multiple agents’ outputs
Awards Agent documents - Engage them to capture campaign stories in real-time

📊 Routing Decision Tree

Request Received
│
├─ Is it research/discovery on a brand? → Research Analyst
├─ Is it about brand/positioning? → Brand Strategist
├─ Is it about platforms/channels? → Communication Strategist
├─ Is it about data/performance? → Data Strategist
├─ Is it written content? → Copywriter
├─ Is it visual content? → Art Director
├─ Is it about meetings/clients/coordination? → Account Manager
├─ Is it about production/costs/vendors? → Production Manager
├─ Is it a presentation/pitch? → Presentation Builder
├─ Is it about awards/case studies? → Awards Agent
│
└─ Is it complex with multiple deliverables? → Multi-Agent Workflow
   ├─ Campaign → All Strategy + All Creative + Production + Account
   ├─ Content → Brand + Comms + Copy + Art
   ├─ Analysis → Data + Brand + Comms + Presentation
   ├─ Pitch → Research + Strategy + Copy + Presentation + Account
   └─ Brand Audit → Research + Brand + Comms + Data + Presentation

Last Updated: January 2026