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The whole product is one loop. Each cycle produces ads, spends on them, and feeds what happened back into the next cycle — so concepts get sharper and spend gets more efficient over time. The marketing loop — Ideate, Produce, Launch, Learn You sit in the middle: every arrow that costs money or publishes something passes through your approval.

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Phase 0 — Setup (once per project)

Before the loop can spin, Mad Kitty needs to know your business. /setup covers it: brand brief from your website, languages, performance targets (minimum ROAS, target CPA, daily spend), compliance rules, reference ads, logo, and the Facebook connection. See the Quickstart for the walkthrough. Your targets aren’t paperwork — the minimum ROAS you set here is what later defines “fatigued” for every ad you run.

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Phase 1 — Ideate (Mad Kitty)

Ideation is structured, not random: Mad Kitty defines audiences (who you’re talking to, and how aware they are), picks angles (the argument to make to each), and proposes creatives as executions of those angles — cards with an idea, a hypothesis, and the target audience. See Audiences & Angles for the theory. Early on it draws on your brief, your reference ads, and competitor research (/competitor). Once data exists, it draws on what’s actually working (/review). Your decision: which concepts get greenlit. Approving a card is what kicks off production.

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Phase 2 — Produce (Creo Kitty)

Each approved concept becomes a creative with its own Creo Kitty. It produces statics and/or video, writes the copy, and localizes to every project language. You iterate in chat until it’s right, then /publish finalizes the assets in all sizes. Your decision: when it’s good enough. Publishing moves the creative to ready to launch on the kanban.

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Phase 3 — Launch & Manage (Buyer Kitty)

Buyer Kitty sees ready creatives in its account snapshot and drafts a plan: what to launch where, at what budget — plus ongoing management: scale winners, pause fatigued ads, duplicate into new adsets, restructure campaigns. Your decision: approve or reject the plan. Approved actions execute on Meta automatically, action by action, with per-action status. Nothing runs without sign-off.

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Phase 4 — Learn (automatic)

Performance syncs from Meta every hour. Every creative gets a performance tier — top performer, rising star, rookie, dormant, new — plus a fatigued flag when its ROAS slips below 80% of your target over the trailing 14 days. Tiers appear as badges on the kanban. That data feeds both ends of the loop:
  • Mad Kitty’s daily report — Mad Kitty checks performance every day and delivers a report for you to review: what moved, what’s fatiguing, and which audience–angle combinations deserve the next test.
  • Buyer Kitty’s next plan — scale/kill decisions grounded in real numbers.
  • Mad Kitty’s next concepts — /review tells you which audiences, angles, and formats are winning; /save_format turns a winner into a reusable recipe.
  • The cats’ memory — learnings persist across cycles. See Memory.
Then it’s back to Phase 1 — with a team that knows more than it did last cycle.