Routing (Approval Routing)
Definition
Approval Routing is the process of sending a creative asset through a predefined sequence of reviewers and approvers before it is finalized and published. Each reviewer in the routing sequence has a specific role — for example, the creative director might review for creative quality, the legal team might review for compliance, and the brand manager might review for brand consistency. A well-designed approval routing process ensures that all necessary approvals are obtained efficiently and that no step is skipped.
Contextual Usage
The creative operations manager explains the approval process to a new team member: "Every piece of content goes through our standard approval routing before it can be published. First, it goes to the creative director for creative review. Then to the brand manager for brand compliance. Then to legal for legal review. And finally to the client for sign-off. The whole process should take no more than five business days."
About this section
Creative Operations (or "Creative Ops") is the discipline of designing, managing, and optimising the systems, processes, and workflows that enable creative teams to produce high-quality work efficient...
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