SwipeHarborResearch glossary
Swipe File
A swipe file is a collection of creative references kept for research and inspiration. It can contain ad text, images, page references, and notes. Its value depends on the context preserved with each item, not simply the number of items in the collection.
Save the source identity beside the creative. Include the reason you selected it and the question it helps you examine. A reference without a source can become difficult to verify later. A note without a reason can become a collection of attractive examples with no clear use in a brief.
Keep the original observation separate from the idea it prompted. The source might contain a question, a demonstration, or a qualification. Your proposed creative can explore a related concept without copying the words or image. The file should make that distinction easy for the next reviewer to see.
Organize references by the decision they support. A platform folder can help with coverage, while an offer or message label can help with a specific creative task. Avoid a label that implies a business result unless you have the appropriate first-party evidence for that separate claim.
Review the collection before you reuse it in a project. Check that the dates and destination notes still refer to the stored version. Mark gaps explicitly. Do not replace an old source record with a new page while retaining the old notes. A swipe file is a research record, not a license to copy creative or a substitute for a claims review.