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Solution · Sales & marketingOne brief in, one approved package out, live in every market on the date agreed
Campaign assets that arrive complete, approved and on time
Every campaign runs as one governed workflow: a structured brief, a generated plan with owners and dates, one approval round in Teams, and robots that publish only approved files.
Executive summary
The version that went live in Romania was not the one legal approved, and nobody could prove which one it was.
The design begins by giving a campaign the shape it lacks.
Coordination per package falls from about three hours to the part that is genuinely a decision.
content management system; e‑mail marketing platform; social schedulers
Business problem
Marketing operations
A campaign is not one deliverable, it is a package: a concept, artwork in six formats for social, display, point of sale, newsletter, website hero and print, a copy deck that must survive legal review, a localisation per market, publication in five channels. Multiplied by four markets, it is the package count, not the campaign count, that the team carries.
Coordination lives in a spreadsheet, a Teams chat and the agency's mailbox. With no request format, briefs arrive with the offer missing; with no plan, the sequence is rebuilt from memory every time. Approval is a mail thread, which leaves the history of a claim in four inboxes and the history of an asset in file names.
What breaks at scale is the number of combinations. Forty-five campaigns across four markets, six formats and five channels give one coordinator more dependencies than a person can hold, and a late comment on one line of copy stops six exports and four localisations. When a campaign closes, nothing records what actually ran.
How it works today
This is what we find in teams running more than a handful of campaigns per market a year.
- PersonThe brand manager briefs the agency in a Teams message and an email; offer, media plan and legal constraints are agreed elsewhere
- WaitingConcepts return after several days; feedback from four markets arrives by email and is merged by hand
- PersonArtwork in six formats arrives as a transfer link or an upload, renamed by whoever downloads it
- PersonLegal reviews a PDF export of the copy in a mail thread; one claim removed means every format is rebuilt
- WaitingEach market owner localises in Word when time allows; two of the four ask for an extension almost every campaign
- Risk of errorPublication is manual into the content management system, the e‑mail platform, two social schedulers and the retail-media portal; the file that goes live is whichever looked current
- PersonAfter go-live the folder is left as it is; nothing ties a published asset to the approval that cleared it
Why the current process costs more than it appears
The bill that never reaches the budget.
- Coordination is not planning, and it is nobody's job title. Somebody spends the week chasing localisations, rebuilding formats after a late comment and answering "which file is current", none of it a budget line.
- Rework multiplies with how late it arrives: a claim struck at concept stage costs one edit; struck after six formats are built, it costs six exports, four localisations and a second approval round.
- Media money is committed before the assets exist. A display flight starting two days late is paid for in full, and a newsletter that misses its window is never sent.
- Publishing an unapproved version is the expensive failure, and marketing rarely finds it first: a withdrawn environmental claim still running in one market is a regulatory exposure, not a design mistake.
Cost of inaction
The spreadsheet scales worse than the brand does. A new market, channel or format adds a column and a set of dependencies to a document one person maintains, and coordination hours rise with the product of campaigns, markets and formats. Alongside the countable rows above, the archive gap widens with every campaign that closes without a record.
The claim risk does not shrink with volume. From 27 September 2026 the national measures transposing Directive (EU) 2024/825 apply, and environmental claims in consumer advertising must be substantiated. A process whose published file was whichever one looked current cannot demonstrate afterwards that what ran was what legal approved.
A plausible organisation with realistic proportions. The figures are there to be recalculated on your data; they are not a client result.
A Central-European consumer brand selling online and through retail in Poland, Czechia, Hungary and Romania; about 400 employees, eleven in marketing with a market owner per country, an agency on retainer, Microsoft 365 E3.
45 campaigns a year across four markets: 180 asset packages a year, 15 a month, each of them six artwork formats, a copy deck, legal sign-off and publication in five channels.
Briefs in a Teams chat, the season plan in one spreadsheet, artwork in folders named by campaign, approval as a mail thread, localisation in Word before someone publishes by hand.
About three hours of coordination per package: writing the plan, chasing four markets, merging feedback, rebuilding formats after a late legal comment, copying files into five channels. Two a month go live late or untraceably.
The brief becomes a structured request in Microsoft Forms; a robot generates the plan in Microsoft Planner; assets land in a governed SharePoint library; one approval round runs in Microsoft Teams; robots publish and record what ran.
Coordination falls from three hours per package to well under one in the modelled case, and the approved set becomes the only thing that can reach a channel. Figures are a model, not a measurement.
Proposed solution
The design begins by giving a campaign the shape it lacks. A brief submitted in Microsoft Forms creates the campaign in a register on SharePoint, and a robot generates the plan in Microsoft Planner from a template for that campaign type: tasks per market, format and channel, owners named, dates counted back from go-live.
Assets then land in one governed library instead of folders: content types and metadata record campaign, market, format, channel and status on every file, and version history replaces the naming convention. When a market's formats are complete, one approval round opens in the Microsoft Teams Approvals app for brand, legal and the market owner in parallel, with the copy deck, the formats and the claim list attached.
Publication is deterministic work that quietly consumes afternoons. Robots take the approved set, and only the approved set, to the five channels and the asset management system, stamping each file with its version and approval reference. The record returns to the register under a Microsoft Purview retention label, and a Power BI view shows every campaign by stage and whose task is late. Where Microsoft 365 Copilot licences already exist a market owner may start a localisation from a Copilot draft in Word, then edit and sign what publishes; no model takes part in routing, approval or publication.
Microsoft Forms with its Power Automate trigger; Microsoft Planner through the Microsoft Graph Planner API; SharePoint content types, metadata and version history; the Microsoft Teams Approvals app with templates and parallel routing; UiPath Orchestrator queues, triggers, credential store and audit; UiPath Integration Service connectors for Microsoft Teams and Microsoft OneDrive & SharePoint; Microsoft Purview retention labels; Microsoft 365 Copilot in Word
The brief form and its rules, the campaign register, plan templates per campaign type, the library and metadata model, the approval round with reminders and escalation, the publication robots and record, the Power BI view and the runbook
Publication to the content management system, the e‑mail marketing platform, the social schedulers and the retail-media portal through their APIs, or the interface where none exists; the asset management system
How the automated process works
- AutomationA submitted brief creates the campaign in the register; a robot generates the Planner plan with tasks per market, format and channel and dates counted back from go-live
- PersonThe agency and studio upload artwork with campaign, market, format and channel as metadata; version history starts at the first upload
- AutomationWhen a market's formats are complete, the robot opens one approval in Teams for brand, legal and the market owner in parallel, with a due date from the plan
- PersonApprovers decide in one place with comments; a rejection reopens the plan task and notifies the owner, so the package repeats one round instead of four
- PersonThe market owner produces and signs the localised copy, optionally starting from a Microsoft 365 Copilot draft in Word
- AutomationRobots publish the approved set to the five channels and the asset management system, stamping version and approval reference on each file
- AutomationThe publication record returns to the register under a Purview label; the Power BI view shows what is live, what waits and on whom
Human-in-the-loop model
Automation handles
- Turning a submitted brief into a plan with owners, sequence and dates counted back from go-live
- Collecting assets, enforcing metadata and naming, and holding the approval closed until every format is present
- Publishing the approved set to every channel, stamped with its version and approval reference
- Reminders, escalations, the weekly campaign view and the retained record of what ran
People decide
- The creative concept, the offer and what the campaign says
- Legal and regulatory sign-off on every claim, market by market
- The final localised copy, which the market owner signs whatever produced the draft
- Whether a package goes live late, goes live reduced, or moves to the next window
Before and after
Systems and integrations
Every entry can be checked in vendor documentation. The evidence class is stated next to each one.
Inputs
- campaign brief in Microsoft Forms
- artwork and copy decks from the agency and studio
- the campaign calendar and media plan
- brand and claim guidelines
Automation layer
- UiPath Orchestrator
- UiPath Robots
- UiPath Integration Service
- Power Automate
Target systems
- content management system
- e‑mail marketing platform
- social schedulers
- retail-media and partner portal
- digital asset management system
- SharePoint campaign archive
Human touchpoints: Microsoft Teams Approvals; the campaign plan in Microsoft Planner; the campaign view in Power BI
Technologies used
the brief as a validated request rather than a chat message
Athe plan generated from a template, with owners and dates per market and format
Ametadata on every file, one version history, one approved set
Aone parallel approval round per package for brand, legal and the market owner
Aplan generation, completeness checks, channel publication, the record, retries and audit
Aoptional localisation drafts on the client's own licences, edited and signed by the market owner
Acampaign calendar, packages by stage, on-time rate and approval rounds per market
Apublished assets and approvals kept for the required period
AIllustrative economic model
The arithmetic is open, so it can be argued with.
The largest number in marketing is deliberately absent here. Media spend, agency retainer and production stay outside the model, which prices one thing: the hours a coordinator and four market owners spend moving a package from brief to published. Three hours a package and €34 an hour are illustrative Central-European inputs, not client measurements, and both are yours to replace. What the arithmetic shows is capacity released, not a smaller team.
Run the numbers on your data
An illustrative estimate from your own inputs. It models released capacity; it is not a promise of savings.
Business benefits
- Coordination per package falls from about three hours to the part that is genuinely a decision
- Only an approved version reaches a channel, because robots read the approved set and nothing else
- Brand, legal and the market decide in one round, so a changed claim costs one repeat, not a rebuild of six formats in four languages
- Campaigns go live on the date the media was booked for, and every market receives the same package on the same day
- What ran, where, in which version and approved by whom is a record that answers a retailer or a regulator in minutes
The management view
- Readiness is visible days before go-live rather than on it: packages by stage and market, with late tasks and their owners
- Capacity becomes a number the marketing director can defend: how many campaigns the team carries without new hires, and what a fifth market costs
- Brand and legal control are enforced by the workflow rather than by trust in file names
- The process survives holidays and resignations, because templates, rules and archive live in the tenant
Board-level KPIs
Security and governance
Where the data sits and who can see it.
- Robots publish under dedicated service accounts per channel, scoped to the assets they touch; every publication is logged with file version and approval reference
- Channel secrets are held in the Orchestrator credential store or Azure Key Vault, the automation control plane sits in UiPath Automation Cloud's EU region, and the assets, approvals and campaign record themselves stay in your Microsoft 365 tenant
- Work in progress and the approved set are separated by permission, not folder discipline: only an approval decision moves a file into the set robots may read
- Claim approval is recorded per asset and market, published assets are retained under Microsoft Purview labels, and a Copilot localisation draft reaches no channel without the market owner's approval
Why now
From 27 September 2026 the national measures transposing Directive (EU) 2024/825 apply and environmental claims in consumer advertising must be substantiated; a process that cannot show which version legal cleared turns housekeeping into compliance
Retail media, marketplaces and short-form social multiplied formats per campaign faster than marketing teams grew; effort rises with campaigns times markets times formats, and the modelled €18,360 a year is only its countable share
The components are standard rather than bespoke: the Microsoft Graph Planner API, approval templates in the Teams Approvals app, SharePoint content types and version history, and robots publishing through channel APIs
Relevant executive roles
Capacity stops depending on one coordinator's memory, and readiness per market is visible days before go-live
A recurring process spanning agencies, legal and four markets gets an owner, a plan and a record instead of a spreadsheet
Claim approval becomes evidence: which wording, for which market, on which date, and which published asset carried it
Media budget buys the days it was booked for, and running four markets stops costing more with every channel added
Common questions and objections
Templates hold only what repeats: formats, markets, the approval path and lead times. Everything specific is added as the campaign takes shape, and a genuinely different type gets its own template.
No. They deliver into one library with metadata set at upload, close to what most already do, only consistently. Everything after that happens on your side.
Only a first draft of a localisation, only on licences you already hold, and only if you want it. The market owner edits and signs what publishes, and the workflow is identical with the step off.
When this is not the right solution
- A handful of campaigns a quarter in one market and two channels: a shared library, a naming rule and a checklist cost less and work
- No agreement on who approves a claim or an asset; that matrix is a decision people have to make, and no automation substitutes for it
- Channels with neither an API nor a stable interface, where each publication needs editorial judgement; those stay manual and the workflow ends at the approved package
A question for the next management meeting
Which is longer in this company: the time our agencies spend making a campaign, or the time our own people spend moving it from brief to published in four markets?
Implementation approach
Delivery runs in stages, so it can be stopped at any point.
We deliver
- Your last two campaign seasons reconstructed: what each package needed, where the days went
- The brief form and campaign register, with validation rules that stop a half-written request
- Plan templates per campaign type, dates counted back from go-live, owners per market
- The governed library: content types, metadata, naming, version history and the approved set
- The parallel approval round in Teams with reminders and escalation, plus the optional Copilot drafting step
- Publication robots per channel and to the asset management system, and the Power BI campaign view
- A pilot on one campaign in two markets, then rollout with hypercare and a runbook
We need from you
- The last two seasons' plans with planned and actual go-live dates per market
- A process owner in marketing operations, a market owner, a contact in legal for the claim rules
- Access to the channel systems and the asset management system: API credentials or a service account
- Your brand and claim guidelines and the approval matrix the workflow should enforce
Stages
Discovery
Two seasons mapped: package types, formats, channels, markets and approval paths
Design
Brief form, plan templates, library and metadata model, approval rules, security model
Build
Robots, plan generation, Teams approvals, channel publication, record and campaign view
Validation
One closed campaign replayed, then one live campaign in parallel with the spreadsheet
Go-live
One campaign type at a time; the tracker retires when its record is complete
Optimisation
Rule tuning, further channels, additional markets, the reporting the director asks for
Departmental. Effort is driven by the number of channels and whether each has a usable API, the number of campaign types needing their own template, and how much agreement exists on who approves what.
Six formats, four markets, five channels, and one file everybody hopes is the right one.
Send us the plan and the actual go-live dates for your last two campaign seasons, plus the channels you publish into. You get back a written read-out: where the coordination hours went, which packages went live late or off-version, and what a workflow would take over.
Count the coordination in one seasonThe neighbouring process usually has the same problem
Registrations live in a mailbox, rebates in spreadsheets, and every quarter ends in an argument.
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