How WAC works
WAC’s creative operation runs in two distinct modes. Almost everything you do lives in one of them, and they are run on two different Monday boards. Knowing which one you’re in removes most of the confusion.
The two domains
Section titled “The two domains”| 📥 Marketing Creative Requests (MCR) | 🏭 Product Planning (NPI) | |
|---|---|---|
| What it is | Ad-hoc requests for creative work | The annual catalog production engine |
| Trigger | Someone submits a ticket/form | A new product (SKU) needs imagery |
| Output | Copy, design, video, social, print, renders | Photography / video / CG → PPID web images |
| Monday board | Marketing Creative Requests | Product Planning (New Product Introduction) |
| Mode | Requests in | Catalog out |
These are covered in depth in Marketing Creative Requests (MCR) and Product Planning (NPI). For why they’re separate and how to tell them apart, read The two boards.
The 10 Rules of Workflow Stability
Section titled “The 10 Rules of Workflow Stability”The pipeline is heavily automated - small changes break it. Data flows in one direction, and every stage depends on the one before it:
flowchart LR
pim["PIM<br/>Source of truth"] --> monday["Monday.com<br/>Project Management"]
monday --> miffed["MIFFED<br/>Folders sync"]
miffed --> iconik["Iconik<br/>Visual review"]
iconik --> lucid["LucidLink<br/>Cloud storage"]
lucid --> web((" Website <br/> Published "))
These rules keep it stable:
- No structural changes without the board owner - don’t rename columns, add/remove fields, or edit automations. Product managers triage; structure belongs to the integration account.
- Statuses are the control surface - automations, notifications, and MIFFED all fire from status changes. Keep them accurate or the chain breaks silently.
- Views are per-user; shared views go through the owner - filter your own view before working. Don’t create custom shared views without asking first.
- Monday is the source of truth for creative - the boards are the official record, not Teams, email, SharePoint, or a spreadsheet.
- LucidLink mirrors it automatically via MIFFED - changing a board item spawns a folder; don’t create folders by hand or they won’t be wired to the board.
- Iconik is for visual review only - images and video are reviewed in Iconik; all other files stay as Monday attachments.
- One underscore matters - renaming a column, changing a status label, or dropping an underscore can break a critical automation silently. Don’t do it without knowing the downstream impact.
- The two boards have different rules - MCR is intake with BRAT and an approval chain; NPI is per-SKU production with per-task downstream review cycles. Don’t apply one board’s process to the other.
- When in doubt, ask - a 2-minute check is cheaper than a 3-hour debug session downstream.
- Stick to the system - it’s automated for a reason.