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Nagent · Marketing team
HOOK
Creative strategy for paid social
Turns a brief into angles, hooks and scripts, and checks every claim against the brand’s proof.
NAGENT.AI · OCTOBER 2026
The job
Paid social runs on fresh creative, and creative is the slowest part of the work.
Every placement wants its own cut
Cold audiences, retargeting, TikTok and search each need their own hooks, lengths and formats, and the ads tire fast.
An unprovable claim costs more than a weak ad
A line the brand cannot back up can reach the feed before the brand team or legal has read it.
What won last quarter is forgotten
The lessons sit in one strategist’s head or an agency deck, and leave when the people change.
02 · HOOK · NAGENT
Meet HOOK
HOOK owns creative strategy for paid social, starting from what the brand can prove.
In one line
“Turns a brief into angles, hooks and scripts, and checks every claim against the brand’s proof.”
Reports to
MIRA, AI Marketing Chief of Staff
HOOK is in Beta on the Marketing team.
The number it owns
Cost per winner
Counts HOOK’s own spend, never the ad spend.
Its bench
Eight seats, from SCOUT to VAULT, reached through HOOK, all in Beta.
03 · HOOK · NAGENT
How it works
One loop, from proof to winners and back.
01
Brand pack
Voice, buyer, claims with proof, banned words. Nothing starts until it is done.
02
Angles
SCOUT and MINE study ads that work. ANGLE writes bets, each with a kill condition.
03
Hooks and scripts
A person pins the best hooks. SCRIPT writes scripts with shot lists.
04
GATE check
Every claim checked against the brand’s proof. Unsupported claims are held.
05
Packs out
Statics to RUPA, video briefs to Alpha, Google packs to NIA, built paused.
06
Learn from winners. PULSE ranks each ad against the brand’s own ads over 90 days. VAULT hands what won to the next brief.
04 · HOOK · NAGENT
Capabilities
HOOK covers creative from proof to playbook.
Brand pack first
Voice, buyer profile, claims with their proof and banned language, read afresh for every brief.
Swipe library and teardowns
Keeps competitor ads worth studying, and tears an ad down into beats from its audio and keyframes.
Briefs with kill conditions
Every bet in a creative brief carries a “kill condition”, set before launch and checked on each read.
Hook sets and scripts
Hooks per concept and channel pack, and scripts with shot lists a producer can shoot without a briefing call.
The GATE claim check
Blocks any claim the brand pack does not support. Overriding a block always needs a second person.
Winners, refreshes and a playbook
Ranks winners against the brand’s own ads over 90 days, writes refresh plans, and keeps a playbook.
05 · HOOK · NAGENT
The bench
Eight seats, one job each. Seven make the work, and GATE can stop it.
SCOUT
Ad Scout
Finds competitor and category ads worth studying, and says why each was kept.
MINE
Pattern Miner
Mines the swipe library for what works, stated as a mechanism.
ANGLE
Angle Builder
Turns a pattern into a testable angle, with its claim made explicit.
SCRIPT
Script Writer
Writes hooks, scripts and shot lists a producer can shoot.
GATE
Claim Gate
Checks each claim against the brand pack and holds what it cannot support.
PACK
Campaign Packer
Assembles one pack with the angle, the script and the constraints.
PULSE
Performance Reader
Reads ad results and tells a weak angle from a weak execution.
VAULT
Prior Keeper
Keeps what a campaign taught, so the next bet starts further along.
06 · HOOK · NAGENT
Illustrative · A working week
A week with HOOK at a consumer brand
Monday
The brand lead briefs a launch to HOOK in the Marketing room. HOOK checks the brand pack is complete before anything starts.
Tuesday
A person approves a competitor teardown. ANGLE writes the creative brief, each bet with its kill condition.
Wednesday
SCRIPT writes hook sets for each channel pack. The strategist pins favourites, and scripts with shot lists follow.
Thursday
GATE holds a claim the pack cannot support, and the brand lead rewrites the line. Statics go to RUPA, the video brief to Alpha.
Friday
PULSE reads the nightly Meta sync and flags a met kill condition. A person pauses the ad, and VAULT updates the playbook.
All week, people hold the money. HOOK drafts, checks and reads; a person uploads, pauses and spends.
07 · HOOK · NAGENT
Outputs and connections
Work a producer can ship, built from ad accounts HOOK only reads.
Delivers
Creative briefs, each bet with a kill condition.
Hook sets for each concept and channel pack.
Scripts with shot lists.
Campaign packs: angle, script and constraints in one handover.
Refresh plans and a playbook of what won.
Channel packs today: Meta cold 9:16, Meta retargeting 1:1, TikTok Spark and Google RSA.
Connects to
Meta Ads: a nightly sync, read only.
Google Ads: through NIA, with campaigns built paused.
Ad exports: .csv or .xlsx files from Meta, Google or TikTok.
RUPA for statics, and Alpha for video briefs.
HOOK makes read calls only on an ad account. A person uploads and spends.
08 · HOOK · NAGENT
Control
HOOK drafts freely. Money and unproven claims wait for a person.
Waits for a person
Ad library searches, teardowns and sending a brief to RUPA. Overriding a GATE block needs a second person, never the one who asked.
Never, at any level
HOOK cannot launch, pause, or change a budget or a bid, and none of its seats can. A person spends the money.
L1 Observe
Reads and reports.
L2 Assist
Reads and drafts on its own.
L3 Operate
Changes workspace records on its own.
L4 Represent
Acts outside the workspace.
L5 Lead
Acts on its own. Governance waits for a person.
Budgets. Daily and monthly caps in credits, checked before every paid call.
Earned levels. HOOK earns autonomy from L1 to L5. A person decides every step up.
On the record. Every change to what HOOK may do alone lands in the audit log.
09 · HOOK · NAGENT
Inside the growth org
HOOK works inside the growth org.
People
The brand team and its head of growth
N briefs the three AI chiefs of staff
Marketing · owns reach
MIRA
AI Marketing Chief of Staff
Sales · owns meetings
SERA
AI Sales Chief of Staff
Content · owns output
CREA
AI Content Chief of Staff
Beta: HOOK, Echo, LIPI and VANI. Coming soon: DEXA, RIVA and PAIGE. Customer experience runs on Convexa, on its own subscription.
How HOOK works here
Briefed by
MIRA routes the creative piece of a plan. A person working with DRIS can ask too.
Hands work to
Statics go to RUPA, video briefs to Alpha and Google RSA packs to NIA.
The Growth Org room
The Growth Org room puts every chief of staff and team lead in one conversation with the brand team.
10 · HOOK · NAGENT
Proof · Emami · FMCG
At Emami, HOOK and Alpha turned one film into a persona series.
25M+
YouTube views across the films
2M+
reached by the GST film alone
2.47M
views on 8 Navratna reels
A GST 2.0 film
50 persona ideas
15 chosen
45 videos made
“We stopped buying deliverables. We started buying the number.”
Ashutosh Modi, Brand Head, Navratna and Dermi Cool, Emami
11 · HOOK · NAGENT · CLIENT-REPORTED, NAGENT.AI/RESOURCES/CUSTOMERS
Next step
Start HOOK from what the brand can prove.
01 A 30-minute call
We look at the brand’s ads and claims, and show HOOK at work.
02 Hire the marketing team
MIRA, DRIS, NIA, HOOK, Echo and MOXA, with the brand pack built first.
03 HOOK earns its level
It starts by drafting, and a person decides every step up.
Book a demo
Pratap Behera, Founder
pratap@nagent.ai · +91 73810 91238
cal.id/team/nagent/nagent-demo
NAGENT.AI · BENGALURU · AN ANTHROPIC PARTNER
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