A Seattle advertising agency | Consulting
Redesigning ad operations routing
An ad operations process had grown for years into something few people fully understood. I redesigned how requests and approvals move through it.
- Role
- Process redesign consultant
- Scope
- Ad operations request and approval routing
- Status
- Running in production
Problem
The agency's ad operations and trafficking process had grown over years into an overcomplicated, error-prone system. Few people understood all of it, and routing requests and approvals leaned heavily on one agency lead.
System
- Mapped the full process in FigJam to make it visible.
- Calculated the value of fixing it as time and cost savings.
- Built the new routing with AI-assisted development.
- Implemented it with the agency's IT contact.
- When it broke, diagnosed and repaired it.
Result
The redesigned process is working and has reduced the routing burden on the agency lead who previously carried it.
Durability
Leadership chose to pause a smaller automation piece and run a full internal audit first. I agreed. Automating part of a process before the whole model is sound only makes the problems faster.
Next case study
Connecting creative to performance data
Let's talk.
If this looks like the problem your team is facing, let's talk about the system behind it.