The two boards

WAC runs on two main Monday boards. The same people and tools show up on both - creatives through executives, PMs, brand and product managers, LucidLink, and Iconik - which is why they’re easy to mix up.

At the top of the product side, PIM holds master product data; on Product Planning (NPI), that information flows into Monday and drives per-SKU catalog production. MCR is different: tickets come in when someone needs something made, without that same catalog pipeline.

Here’s the clean line between them.

Marketing Creative Requests (MCR)

The intake board. Anyone across the org who needs creative work submits a ticket (or form): copy, a banner, an app shot, a photo, a video, social, print, a render, or a campaign.

It’s on-demand and year-round - requests arrive whenever a need does.
Every ticket is auto-checked for readiness by the BRAT engine, then routed, worked, and signed off by a human approval chain.
This is the world of DoR Definition of Ready.

→ Full domain: Marketing Creative Requests (MCR)

Product Planning (NPI)

The catalog production board - NPI = New Product Introduction. It is not a request queue. Each SKU runs a planned pipeline: copywriters handle product naming first, then structured production across the brand - imagery (photography, render, CG) and video (videography, generative AI) - with stills shipping to catalogs and website as PPID images and video published to the site on its own path.

It’s planned output, organized by year, one row per product/SKU.
Imagery moves through photography / render → Iconik review → PPID export → catalogs and website.
Video moves through videography / generative AI → Iconik review → upload to Vimeo → website.

→ Full domain: Product Planning (NPI)

Telling them apart

The tell is purpose, not the tool:

Ask yourself…	Board
”I need something made for a campaign / channel / launch”	MCR - submit a ticket
”This is imagery for the new catalog or the year-ahead website (a product/SKU)“	Product Planning (NPI)
“It’s an ad-hoc request someone submitted”	MCR
”It’s planned, per-SKU output for the catalog/website”	Product Planning (NPI)