Marketing director
Campaign manager
Brand manager
Demand generation lead
Chief marketing officer
Legal counsel
This process is used when marketing campaigns require validation before launch across any channel. It is triggered when advertising campaigns are ready for deployment, when email marketing sequences are finalized, when paid media spend requires authorization, when promotional offers need approval, or when product launches involve coordinated marketing activities. The process becomes essential when campaigns involve significant budget commitments, when messaging requires legal or compliance review, when brand consistency must be verified, or when multiple stakeholders need to align before go-live. Ideal for consumer marketing organizations, B2B demand generation teams, retail and e-commerce businesses, and any company where marketing execution requires coordinated approval across functions.
This process typically involves campaign managers who develop and submit campaigns for approval, marketing directors who validate strategy and resource allocation, brand managers who review creative and messaging for brand alignment, legal or compliance teams who assess claims, disclosures, and regulatory requirements, finance personnel who confirm budget availability for significant spend, and CMOs or senior leadership who authorize high-visibility or high-budget campaigns. In some organizations, product marketing or sales enablement teams review campaigns for product accuracy and sales alignment.
Brand-consistent campaigns with messaging and creative validated against brand standards before market exposure. Reduced compliance risk through systematic legal review of claims, offers, and disclosures before launch. Controlled marketing spend with budget validation ensuring campaigns are properly funded before commitment. Faster time-to-launch by streamlining approvals and eliminating sequential review bottlenecks. Clear launch authorization documenting who approved each campaign and under what conditions.
Your version of this process may vary based on roles, systems, data, and approval paths. Moxo's flow builder can be configured with AI agents, conditional branching, dynamic data references, and sophisticated logic to match how your organization runs this workflow. The steps below illustrate one example.
Campaign submission and briefing
The process begins when a campaign manager submits a campaign for approval. The submission includes the campaign brief outlining objectives, target audience, and success metrics, along with all creative assets, messaging, channel plan, timeline, and budget requirements. For multi-channel campaigns, the submission covers all touchpoints including advertising, email, social media, landing pages, and any promotional mechanics. An AI agent can assist by validating that all required elements are included, checking creative against brand guidelines, and flagging common compliance issues before human review.
Strategy and alignment review
A marketing director or senior marketing lead reviews the campaign for strategic alignment. This includes evaluating whether the campaign supports current business priorities, whether the target audience and messaging are appropriate, whether the channel mix makes sense for the objectives, and whether the expected outcomes justify the proposed investment. If strategic concerns exist—such as conflicting with other initiatives or misaligned targeting—the reviewer provides feedback for revision before advancing to specialized reviews.
Brand and creative review
A brand manager evaluates all creative assets and messaging for brand compliance. This includes reviewing visual identity elements, tone of voice, tagline usage, and overall brand presentation across all campaign touchpoints. If creative does not meet brand standards or requires refinement, specific feedback is provided for the creative team to address. Brand approval confirms that the campaign will represent the brand appropriately in market.
Legal and compliance assessment
For campaigns containing claims, offers, promotions, or competitive references, legal reviews for compliance requirements. This includes validating that product claims are substantiated, promotional terms include required disclosures, sweepstakes or contests comply with regulations, data collection practices meet privacy requirements, and any competitive claims are defensible. If legal issues exist, the campaign is returned with specific guidance for remediation before it can launch.
Budget confirmation and launch authorization
For campaigns with significant spend, finance confirms budget availability and approves the investment. Once all required reviews are complete, final launch authorization is granted by the appropriate marketing leader based on campaign scale and visibility. The campaign is cleared for activation according to the planned timeline. The workflow records the complete approval chain, any conditions attached to the approval, and version information for all approved assets. The campaign team is notified that launch can proceed.
This process commonly relies on inputs such as campaign briefs, creative assets across formats, messaging documents, media plans, budget requests, and compliance checklists. It may be triggered by events like a campaign development milestone, a launch date approaching, a media buy deadline, or a product launch requiring marketing support. Common systems that integrate with this workflow include marketing automation platforms like Marketo or HubSpot, digital asset management systems, project management tools like Asana or Monday.com, and media buying platforms where campaigns are ultimately deployed.
Key decision points include determining whether the campaign aligns with strategic priorities, whether creative meets brand standards, whether legal and compliance requirements are satisfied, whether budget is available and appropriate for the expected return, and whether the campaign is ready for launch. Each decision point may trigger revision requests, additional reviews, escalation to senior leadership for high-stakes campaigns, or conditional approval with specific requirements.
Last-minute submissions where tight deadlines force rushed reviews and increase risk of errors reaching market. Incomplete creative packages missing assets for certain channels or formats, causing review delays. Unsubstantiated claims that pass marketing review but create legal exposure when discovered post-launch. Brand inconsistencies across campaign touchpoints when reviews focus on individual assets rather than the complete experience. Version confusion where outdated creative is launched because approved versions were not clearly tracked.
Orchestrates the complete approval cycle from campaign submission through strategic review, brand assessment, legal compliance, and launch authorization in a single coordinated flow.
Routes campaigns conditionally based on budget, channel, and content type so routine campaigns move quickly while high-stakes launches receive appropriate scrutiny.
AI agents check brand and compliance basics at submission, flagging common issues and preparing context summaries for specialized reviewers.
Connects to marketing and DAM systems so creative assets flow in automatically and approved campaigns can trigger deployment workflows.
Maintains version control and approval records tracking which specific assets were approved, by whom, and under what conditions.
Enforces launch deadlines with automated reminders ensuring reviews complete in time for planned campaign activation.
