Creative asset approval workflow

The outcome

The outcome of the creative asset approval workflow is a repeatable path through this question: How should creative work move from brief through production, checks, approval, release, and archive? The working view makes stages, owners, and inputs visible so discussion can move from general opinion to a specific action or decision.

When to run it

Run the creative asset approval workflow when work in brand and creative operations repeatedly crosses the same stages or handoffs and variation is causing delay, rework, or unclear ownership. Focus the first version on stages, owners, and inputs rather than documenting every possible exception.

How the process works

The creative asset approval workflow is a controlled sequence with explicit entry conditions, stages, handoffs, outputs, and exit criteria. Its core working elements are stages, owners, inputs, and review criteria. Those elements belong together because each changes how the others should be interpreted or acted on.

Process stages

1. Stages

Use a small controlled set of states, define the entry and exit condition for each, and record the date of the latest change. Within the creative asset approval workflow, connect this entry to owners so the relationship can be reviewed rather than inferred.

2. Owners

Assign one accountable owner and distinguish final accountability from contributors, reviewers, and people who must be informed. Within the creative asset approval workflow, connect this entry to inputs so the relationship can be reviewed rather than inferred.

3. Inputs

List the minimum complete inputs, their owners and due dates, and what happens when an input is late or unreliable. Within the creative asset approval workflow, connect this entry to review criteria so the relationship can be reviewed rather than inferred.

4. Review criteria

Define the standard before judging the work, and make each criterion specific enough for two reviewers to apply consistently. Within the creative asset approval workflow, connect this entry to versioning so the relationship can be reviewed rather than inferred.

5. Versioning

Capture versioning only at the level needed to answer: How should creative work move from brief through production, checks, approval, release, and archive? Use observable evidence, name any unresolved judgment, and state what action or choice this entry can change. Within the creative asset approval workflow, connect this entry to exception so the relationship can be reviewed rather than inferred.

6. Exception

Capture exception only at the level needed to answer: How should creative work move from brief through production, checks, approval, release, and archive? Use observable evidence, name any unresolved judgment, and state what action or choice this entry can change. Within the creative asset approval workflow, connect this entry to approval so the relationship can be reviewed rather than inferred.

7. Approval

Name the decision, the person or body with final authority, the date, and the rationale that should remain visible later. Within the creative asset approval workflow, connect this entry to delivery so the relationship can be reviewed rather than inferred.

8. Delivery

Define the work that must happen, the accountable owner, the first observable milestone, dependencies, and the signal that execution is off track. Within the creative asset approval workflow, connect this entry to source files so the relationship can be reviewed rather than inferred.

9. Source files

Name the evidence, its date and owner, and any limitation that affects how confidently it can be used. Within the creative asset approval workflow, connect this entry to archive so the relationship can be reviewed rather than inferred.

10. Archive

Capture archive only at the level needed to answer: How should creative work move from brief through production, checks, approval, release, and archive? Use observable evidence, name any unresolved judgment, and state what action or choice this entry can change. Within the creative asset approval workflow, connect this entry to source files so the relationship can be reviewed rather than inferred.