Frequently asked questions

Creative production comes with plenty of questions, especially when technical requirements affect what can be built, how long it will take, and what assets are needed. This chapter brings together clear answers to the questions Creative Studio receives most often. It covers common topics including open files, image quality, banner resizing, GIFs, minimum media investments, AI-generated concepts, usage rights, 3D production and client feedback. Use it as a practical reference when preparing briefs, managing client expectations or explaining why certain production requirements and limitations exist.

What are Client Tiers?

Client Tiers.png

*Read company positioning on Tiers here.

CHOOSING CLIENT TIERS IN CREATIVE BRIEFS

Client tiers help Creative Studio understand the strategic importance of the client relationship. They do not describe:

When briefing, choose the tier based on the client or agency relationship, not the urgency of the individual brief.

🥇 TIER 1 

*Read our Big 5 (previously Big 6) overview here.

Not sure whether an agency belongs to the Big 5? Check the approved agency list below before selecting the tier.

🥈 TIER 2

If you are unsure whether an account qualifies, confirm it with your regional or commercial lead.

🥉 TIER 3

Tier 3 clients generally don't qualify for custom creative work, as the goal it to move them to a low touch environment. However, if there is an opportunity to grow the client, or there is a high media investment value attached, let's talk!

🏅 TIER 7

Tier 7 is a special routing category. It does not mean “seventh priority.”

🌿 GROWTH CLIENT
🆕  NEW CLIENT

The New Client flag applies only to the first custom Rich Media brief. Remove it from future briefs for the same client.

Growth Client and New Client are additional priority flags. They do not replace the client’s main tier.

HOW ESKIMI WORKS WITH BIG 5 AGENCIES

There’s this thing in the advertising world called the “Big 6,” which refers to the biggest ad agency holding companies around the world. Before starting to navigate this ecosystem, one often has no idea how complicated it is.

Agency holding companies are “live organisms” that rapidly change, expanding and acquiring new members or losing some of them along the way.

Most of us see hundreds of agencies worldwide as individual players in the industry. However, all of them fall under the giant umbrellas of slightly more than ten agency holding companies (parent advertising agency groups that own smaller agencies).

Agency Holding Companies- A Visual Mapping.png

Read our blog post on the Big 5 (previously Big 6) here.

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Eskimi & The Big 5.pdf

What are creative Minimum Investments, and why do we have them?

WIP

What are Tokens, and how do they work?

Token Concept Example

⚡ QUICK ANSWER

Creative Tokens give regional teams access to Creative Studio production time for promising opportunities that do not yet have an approved media budget.

They allow Sales to show clients what Eskimi could create, bring proactive ideas to existing clients and strengthen important pitches before a campaign has been confirmed.

💡A Token is a unit of Creative Studio production capacity. It is not money, a discount or an approved campaign budget.

*Check your region's available Tokens here.

✅ USE A CREATIVE TOKEN WHEN

❌ DO NOT USE A TOKEN WHEN

BEFORE SUBMITTING A TOKEN REQUEST

Confirm that:

*Request a Token here.

Need more detail? Read the explanations below👇

🍭 WHAT IS A CREATIVE TOKEN?

🍭 WHAT IS A CREATIVE TOKEN?

A Creative Token allows a region to request proactive creative work without a confirmed campaign budget.

Creative Studio reserves a limited amount of production time for this work each quarter. Each region receives a Token allocation based on factors such as:

Regions decide which opportunities are important enough to support with their available Tokens.

Because production capacity is limited, Tokens should be used thoughtfully on opportunities with genuine commercial potential.

✅ WHAT CAN TOKENS BE USED FOR?

❌ WHAT TOKENS ARE NOT FOR

Tokens should not be used to replace the normal production process. They are not intended for:

If the campaign already has an approved budget, do not use a Token. Submit the brief through the normal Creative Studio process.

Business-as-usual campaign production continues as normal and does not use the regional Token allocation.

🧭 DO I NEED A TOKEN FOR PROACTIVE WORK?
🧭 DO I NEED A TOKEN FOR PROACTIVE WORK?
SITUATION TOKEN REQUIRED? WHAT TO DO
The campaign has an approved IO NO Submit a normal production brief
The client has approved the campaign and budget NO Submit a normal production brief
You want creative for an unconfirmed pitch YES Request Regional Manager approval; submit a Token brief
You want to present a proactive idea YES Request Regional Manager approval; submit a Token brief
The budget is below the minimum for the requested format MAYBE Upsell, choose another format, or request a Token
You only need informal advice from a Project Manager NO Discuss the idea before submitting a Token brief
You need a storyboard, concept or demo for an unconfirmed opportunity YES Request Regional Manager approval; submit a Token brief
You need full strategic pitch support NO Contact Theshlin and follow the strategic pitch requirements
🎟️ HOW MANY TOKENS DOES A REQUEST USE?
🎟️ HOW MANY TOKENS DOES A REQUEST USE?
REQUEST TOKEN COST
Proactive static creative concept 1 Token
Custom Rich Media banner for confirmed campaign below the normal minimum investment 1 Token
Proactive detailed creative brainstorming or concept development 2 Tokens
Proactive storyboard or demo 2 Tokens
3D Forced Perspective / Augmented Reality banner for confirmed campaign below the normal minimum investment 2 Tokens

The Token cost may increase if the request includes:

One Token does not automatically cover every item included in a pitch. Creative Studio will confirm the Token cost after reviewing the complete brief.

🔎 TOKEN ALLOCATION & T'S & C'S

🔎 CHECK YOUR TOKEN ALLOCATION AND USAGE

Each region receives a new Token allocation for the quarter.

FIND YOUR QUARTERLY ALLOCATION

Check the Creative Tokens presentation to see how many Tokens have been allocated to your region for the current quarter.

The presentation shows the starting allocation before any Tokens are used, returned or transferred.

TRACK TOKENS USED AND REMAINING (COMING SOON)

Use the Creative Token tracking dashboard to check:

💰 MINIMUM OPPORTUNITY VALUE

A Token request should support a potential media opportunity worth at least $5,000.

The potential value should also make sense for the format being requested.

For example, an expensive 3D concept should support an opportunity that could realistically meet the usual minimum media investment for that type of execution if the pitch is successful.

This prevents Creative Studio from spending a large amount of production time creating several high-cost demonstrations for a small or guaranteed campaign.

The scale of the creative request should match the realistic value of the opportunity.

📋 TOKEN BRIEFS STILL NEED TO BE COMPLETE

A Token gives access to production time. It does not remove the normal briefing requirements.

The Sales Team must please confirm:

A strong Token brief gives the team enough information to understand the opportunity and recommend the right creative approach.

⏱️ LEAD TIMES AND WEEKLY CAPACITY

The standard lead time for Token work is 7 -14 days.

The exact delivery date depends on:

Shorter delivery times may occasionally be possible, but they cannot be guaranteed.

Creative Studio can deliver a maximum of four Tokens of work per week across the whole company.

This is shared capacity, not four Tokens per region.

During busy periods, Token work may be limited, paused or scheduled for a later date.

🔄 WHAT HAPPENS IF THE PITCH BECOMES A CAMPAIGN?

If the proactive work results in a paid campaign and an IO is assigned, inform Creative Studio.

The Token used for that opportunity will be returned to the region’s available allocation. This allows the region to invest the Token in another proactive opportunity.

Win the campaign, get the Token back.

The Token is only returned once the campaign and IO have been confirmed. A positive client response or possible future campaign is not enough.

📆 TOKEN EXPIRY AND QUARTERLY ALLOCATIONS

Tokens are allocated per quarter.

Unused Tokens:

Token allocations may increase or decrease each quarter based on:

Regions may agree to exchange or transfer Tokens. Any transfer must be confirmed by the relevant Regional Managers and communicated to Creative Studio.

If your region has run out of Tokens, speak to your Regional Manager. Additional capacity may sometimes be available from another region or from the central overflow allocation.

Tokens should not be saved indefinitely for a perfect opportunity. Use them carefully, but use them while they are available.

 🎄 Q4 AND PEAK-SEASON AVAILABILITY

Creative Studio has less capacity for proactive production during Q4 because of increased campaign demand and the holiday season.

Token availability may therefore be reduced or paused during Q4. Token briefs are not accepted during the Christmas production period unless capacity has been agreed in advance.

Plan important Q4 pitches early and submit them before the communicated cut-off date.

📉 WHAT IF A CONFIRMED CAMPAIGN DOES NOT MEET THE MINIMUM SPEND?

Minimum media investments help ensure that the income from a campaign covers the cost of producing the creative.

Creative production includes costs such as:

If the media investment of a confirmed campaign does not cover production, Creative Studio may be required to complete the work at a loss. Repeatedly doing this is not sustainable to the business.

If a proposed campaign does not meet the minimum investment, you have three options:

  1. UPSELL THE CLIENT: try negotiate to increase the proposed media investment so that it meets the minimum required for the format.
  2. RECOMMEND A DIFFERENT FORMAT: Choose an execution that is available within the client’s confirmed budget.
  3. REQUEST A TOKEN: if the opportunity is strategically valuable and meets the Token requirements, ask your Regional Manager to approve the use of a Token, and submit a Token brief.

A Token is an exception for a valuable opportunity. It should not become the standard way to sell formats below their minimum investment.

🚨 NOTE: there are NO approved lower minimums in any regions. Anything that comes in below minimum investment is assessed and approved on a case by case basis. All exceptions need to be approved by Lee. 

⭐️ EXAMPLES & FAQ'S
🌟 EXAMPLE: USING A TOKEN TO OPEN A DOOR

The Turkey team wanted to secure a meeting with Coca-Cola after trying to open the conversation for more than a year.

Creative Studio produced a proactive “Share a Coke” banner that displayed client names.

The banner was not created for a confirmed campaign and did not have an approved budget. Its purpose was to demonstrate a relevant idea and help the Sales team secure a meeting. The concept successfully helped open the conversation.

This is a good Token use because:

A Token does not need to produce an immediate campaign to be valuable. However, it should have a clear purpose and a realistic chance of helping the business.

 ❓FREQUENTLY ASKED QUESTIONS

How Creative Studio can help brainstorm your idea

💬 LEVELS OF PROACTIVE SUPPORT

Not every conversation requires a Token.

SUPPORT LEVEL WHEN TO USE IT REQUIREMENTS
Informal brainstorming You need quick advice about possible formats or available assets Speak to a Creative Project Manager
Creative Token support You need a concept, storyboard, demo or proactive creative production Regional approval, complete brief and available Tokens
Full strategic pitch support You need deeper strategy, data, storytelling and pitch development Qualifying media opportunity and confirmed availability

The difference:

✅ CHOOSING THE RIGHT SUPPORT: QUICK ANSWER
IF YOU NEED START WITH
A quick opinion on formats or assets 💡 Creative Project Manager
Initial strategic ideas for a possible opportunity 🧠 Brainstorming with a strategist
A concept, storyboard or demo 🎟️ Creative Tokens
Help developing a specific client pitch 🎯 Pitch Assistance with a strategist
A reusable resource for an industry 📚 Vertical Playbook with a strategist
A client or internal learning session 🎤 Events or Workshops with a strategist

Need more detail? Read the explanations below👇

💡 INFORMAL BRAINSTORMING

💡 INFORMAL BRAINSTORMING

Creative Project Managers can help you review assets and discuss possible creative formats. This is useful when you need initial guidance before deciding whether to submit a full brief. This can happen directly on Slack in the #creative-forum channel, or via our new briefing form COMING SOON. 

Helpful resources include:

Informal advice does not include the production of a finished concept, storyboard or demo. 

🎟️ TOKENS

🎟️ TOKENS

Creative Tokens are used when you need Creative Studio to produce something for a proactive opportunity that does not yet have an approved IO or confirmed creative budget.

Unlike informal brainstorming or strategic advice, Token support may include an actual creative output, such as:

TOKEN SUPPORT DETAILS
1 Token Static concept, detailed concept development or eligible Rich Media production
2 Tokens Storyboard, demo or eligible 3D Forced Perspective production
Lead time Normally 7 - 14 working days
Approval Regional approval and available Tokens required

Token requests must include a complete brief, the available client assets and a clear explanation of the commercial opportunity. Tokens are not required for campaigns that already have an approved IO. These follow the normal Creative Studio production process.

*For more details, read "What are Tokens, and how do they work?"

**Request a token here.

💡 FULL STRATEGIC PITCH SUPPORT

💡 FULL STRATEGIC PITCH SUPPORT

For qualifying opportunities, our Creative Strategist can help turn a business challenge or early idea into a clearer creative direction, client story or pitch approach.

POTENTIAL MEDIA INVESTMENT POSSIBLE SUPPORT
From $5,000 Data, examples, creative discussion and initial brainstorming
From $7,500 More detailed strategic involvement and pitch development

Allow a minimum of five working days. The required time and level of support must be confirmed for each opportunity.

Strategic pitch support is separate from the Creative Token production process. If the pitch also requires concepts, storyboards or demos, Tokens may still be required.

Creative Strategy support is divided into four broad categories:

SUPPORT TYPE USE IT WHEN YOU NEED
🧠 Brainstorming Help exploring ideas, formats or possible creative approaches

🎯 Pitch Assistance

 Strategic support for a specific client opportunity

📚 Vertical Playbook

 A reusable sales resource for a particular industry

🎤 Events or Workshops

 A structured session for clients or internal teams

*Request strategic assistance here.

🧠 BRAINSTORMING

Brainstorming is an early-stage discussion used to explore what may be possible before a full pitch or brief has been developed.

This may include:

*See Castle Lite example here.

Brainstorming helps shape the idea. It does not include production of a finished concept, storyboard, demo or pitch deck.

🎯 PITCH ASSISTANCE

Pitch Assistance is for a specific, active client opportunity that needs deeper strategic support.

The strategist may help with:

*See Old Mutual example here.

📚 VERTICAL PLAYBOOKS

A Vertical Playbook is a reusable sales resource built around a specific industry or client category. Examples may include:

A playbook may include:

*See Playbooks here.

Vertical Playbooks are designed to support several Sales teams or opportunities.

🎤 EVENTS AND WORKSHOPS

The strategist can help plan or deliver sessions that educate, inspire or develop ideas with clients and internal teams. This may include:

Support may include:

*See Event Presentation example here.

Events and workshops require preparation time. Please involve the strategist before the date or agenda has been promised to the client.

Why are my banners pixelating?

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WHY ARE MY BANNER IMAGES PIXELLATING, AND HOW DO WE FIX THIS

The reason the banners are pixellated is because the file sizes and dimensions are simply just small. 

We usually prefer to deliver them in double the dimensions to account for this - here’s how it works using a standard 300x250 banner as an example:

This isn’t about making the banner physically bigger on the page - it’s a compression tactic to make sure the image stays crisp and sharp.

WHY CAN’T WE DO THIS IF WE DON’T HAVE OPEN FILES

We can't upscale banners without open files - it's always easier to make things smaller, but to make things bigger isn't as easy because you can't just stretch it; it will make pixelation worse. 

Think of it like this: A .JPG is like taking a photograph of a cake.

AI can help upscale and sharpen things, however it's not good with text - it warps it quite often so it can become unusable, so we could try this approach, but it’s not always successful.

To fix this, we need open files - files that end in .AI or .PSD. 

TO UNDERSTAND WHY WE NEED THIS IF YOU NEED HELP EXPLAINING IT TO YOUR CLIENT

With only a .JPG, none of those individual elements exist anymore. We can't "fill in" the missing detail because that information was removed when the design was flattened into a single image.

You can also think of it like stretching out fishnet stockings. Out of the packaging, they look like this:

Mesh at rest

When you stretch them, they look like this:

Mesh stretched out

We can’t fill in the gaps because nothing exists to fill the gaps with. 

Creative Studio Glossary

CREATIVE FILES

FILE TYPES EASY DEFINITION
.AEP An editable animation project created in Adobe After Effects
.AI An editable design file created in Adobe Illustrator
.CDR A CorelDRAW design file; Creative Studio doesn't support this format
.EPS A design file commonly created or opened in Adobe Illustrator
.FBX     A common 3D file format used to move models between different 3D programs
.FIG An editable design file exported from Figma
.GIF     An image format that can display simple animation; .GIFs have limited colours and may produce larger, lower-quality files
.GLTF / .GLB A 3D model format designed to load efficiently on websites and digital experiences
.JPG / .JPEG A common image format without separate editable layers
.MOV A finished video file; it's not the original editable animation project
.MP4 A common finished video format; it doesn't contain separate editable layers
.OBJ A common 3D model format containing an object’s shape; texture files may need to be supplied separately
.PDF A document file designed mainly for viewing and sharing; it may not preserve original layers, fonts, assets or effects
.PNG An image format that supports transparent backgrounds but doesn't contain the original editable design layers
.PSB An Adobe Photoshop file used for very large or detailed layered designs
.PSD An editable, layered design file created in Adobe Photoshop

CREATIVE STUDIO TERMS

TERM EASY DEFINITION
3D model A digital version of an object that can be viewed or rotated from different angles
3D modelling The process of building the shape of a product or object in 3D software
3D rendering Turning a 3D model into a finished image or animation
AI disclosure Text or an icon that tells the audience AI was used to create or change content
AI policy A client’s rules explaining whether and how AI may be used for their brand
AI-assisted content Content mainly created by a person, with AI used to help with certain parts
AI-generated content Images, text, video or other content created partly or fully using AI
Animated banner A digital banner that includes movement
Animation Movement created from design elements, such as making text fade in, a product grow or a button pulse
Animation project file The original editable file used to create an animation
Animator A specialist who creates new or more advanced animated content
API A connection that allows different systems to automatically exchange information
Aspect ratio The relationship between an asset’s width and height; for example, 16:9 is a common video aspect ratio
Asset Any file supplied for a project, such as a logo, image, video, font or product photograph
Banner dimensions The width and height of a banner, normally measured in pixels
Big 6 agency One of the world’s largest advertising and marketing agency groups; clients managed by these agencies are treated as Tier 1
Bitrate The amount of data used by video or audio; a higher bitrate can improve quality but also increases file size
Brief The information Creative Studio needs to understand what must be created
Call to action (CTA) The words telling the audience what to do next, such as “Shop Now” or “Learn More”
Click-through URL The webpage opened when someone clicks or taps an advert
Client tier A priority category based on the client’s strategic importance, size or relationship with Eskimi
Code Instructions written by a developer that control how a digital creative looks, moves or responds
Colour banding Visible lines or blocks between colours where a smooth colour change should appear
Commercial usage rights Permission to use an image, font, video or other asset in advertising or business activity
Companion banner A banner displayed alongside a video advert to support the message and provide another way to click
Compression Reducing a file’s size; too much compression can lower its visual quality
Concept An early creative idea showing the proposed direction; it is not the finished banner
Connected TV (CTV) Television content watched through an internet-connected television or streaming device
Consolidated feedback One complete list containing feedback from all client stakeholders
Creative The advertisement or visual content shown to the audience
Creative format The type of advert being created, such as a static banner, Rich Media banner or video advert
Creative Token A unit of Creative Studio time allocated for approved proactive work without a confirmed production budget; it is not money
Crop To remove parts from the outside edges of an image or video so it fits a different shape or size
Custom Rich Media A specially designed interactive advert built for a particular campaign or idea
Demo A working example showing how a proposed creative idea or interaction could function
Developer A technical specialist who builds digital creatives and can add movement to supplied design elements using code
Dieline A flat template showing the cuts, folds and panels of product packaging
Direct client A client working with Eskimi directly rather than through an advertising agency
Dynamic ad An advert that automatically changes some of its content using supplied data or rules
Editable A file that can still be opened and changed
Exported file A finished file created from the original working file; it usually no longer contains all the separate editable parts
File extension The letters after a filename that identify its format, such as .PSD, .JPG or .MP4
File format The type of file and the software or purpose it is designed for
File size The amount of digital storage a file uses, normally measured in KB or MB
Flattened image An image in which all the separate design elements have been combined into one layer and can no longer be edited separately
Font file A file containing a typeface used in the design; it allows Creative Studio to use the correct lettering
Footage Video content supplied by a client, usually showing something that was filmed or already produced.
Forced Perspective (3D FP) A creative format that uses perspective to make a 3D object appear to come out of or extend beyond the advertising space
Frame One individual still image within an animation or video
Frame rate (FPS) The number of frames shown every second; a higher frame rate normally creates smoother movement
Generative AI (GenAI) AI technology that creates new content, such as images or text, from instructions provided by a person
Growth client A client with genuine current growth or upselling potential
High Impact ad A large, prominent or interactive advert designed to attract more attention than a standard banner
HTML5 banner A web-based banner that can include animation, video or interaction while maintaining better quality than a .GIF
In-banner video Video that plays inside a display banner
In-game ad An advert placed inside a digital or mobile game
Insertion Order (IO) The formal document confirming that a client has approved the campaign and its media budget
Intellectual property (IP) Legally protected creations such as logos, artwork, products, characters and brand designs
Interactive creative An advert the audience can actively use, such as by swiping, tapping, playing or selecting something
Layer One separate part of a design, such as the logo, text, product or background
Layered file A file in which the different design elements remain separate and can be edited individually
Lead time The working time required to complete a project after the full brief and correct assets have been received
Linked asset An image or other file used inside a design but stored separately from the main open file
Media investment The amount a client plans to spend on running the advertising campaign
Minimum media investment The lowest campaign spend required for a particular creative format so production costs can be supported
Mockup A visual example showing how an idea might look. It is not necessarily a finished or technically working advert
Native ad An advert designed to match the look and layout of the website or app where it appears
New client A client submitting their first custom Rich Media brief to Creative Studio
Occasion Playbook A reusable sales resource created around an event or occasion, such as Black Friday or Valentine’s Day
Open file The original editable design file; it allows Creative Studio to access and change separate parts of the artwork
Pixel A tiny square of colour that forms part of a digital image
Pixelation Visible square pixels that appear when an image is too small, low quality or enlarged too much
Playback time The point or period during a video or animation when something appears or happens
Proactive work Creative work produced before a confirmed campaign exists, usually to support a pitch, upsell or client conversation
Product feed A file or data source containing product information such as names, prices, images and availability
Production slot Reserved time in the Creative Studio schedule for completing approved work
Prompt The written instruction given to an AI tool to tell it what to create
Quality assurance (QA) The final checks performed to confirm that a creative works correctly and meets the requirements
Raster image An image made from pixels; it may become blurry or pixelated when enlarged
Reference image An example used to explain the desired style, layout, mood or creative direction
Resize To change the width and height of a creative or one of its elements
Resolution The amount of visual detail in an image or video, usually based on its pixel dimensions
Responsive creative A creative that adjusts its layout to fit different screen or advertising-space sizes
Revision round One stage in which the client reviews the work and sends one consolidated set of changes
Rewarded video A video advert that gives the user an in-app or in-game reward after they watch it
Rich Media A digital advert that can include animation, video, sound or interactive features
Safe area The part of a design where important content can be placed without being cropped or covered
Scope The agreed work, features and deliverables included in a project
Scope change A request that adds or changes important functionality, structure or deliverables after the scope was agreed
Source file Another name for an open or working file
Static asset A visual element that does not already move, such as a logo, product image or background
Static banner A banner made from one still image with no animation
Static design A design made from still visual elements rather than existing video footage; it can still be animated
Sticky ad An advert that remains visible in a fixed position while the user scrolls
Storyboard A sequence of images showing what will happen during an animation or interactive experience
Templated Rich Media An interactive advert created using an existing Creative Studio format or structure
Texture An image applied to a 3D model to give it colour and surface detail
Tier 1 client A client connected to a Big 6 agency, Simply Black in Africa or a top global brand
Tier 2 client A major local or regional client, or a large independent agency
Tier 3 client A smaller agency or direct client that does not fall into another priority tier
Tier 7 client A gambling or performance client managed through Roigen
Token allocation The number of Creative Tokens assigned to a region or team for a quarter
Upsell Encouraging an existing client to purchase a larger campaign, higher-value format or additional service
Usage guidelines Instructions explaining how an asset, disclosure, logo or brand element must be displayed
UV mapping / UV wrapping The process of showing 3D software where each part of a flat texture should appear on a 3D model
VAST video A video advert supplied with standard technical instructions that tell an advertising platform how to play and track it
Vector artwork Artwork made from editable shapes and paths; it can be resized without becoming pixelated
Vertical Playbook A reusable sales resource created for a particular industry, such as finance, retail or automotive.
Video In this manual, recorded footage supplied by the client; creative Studio can use or adjust approved elements, but does not create replacement footage
Working file Another name for the original editable file in which the design or animation was created

*Read more company-wide terminology here.