Influencer agencies operating workflow: campaign states

An influencer agencies operating workflow needs visible states and permissioned transitions. Put one campaign record under version control, then refuse release until every required reviewer has accepted the exact asset and configuration.

What to take away

Authorise the brief or keep it on hold

The advertiser owner records the product, objective, England audience, formats, channels, claims, budget, media payer and withdrawal authority. The agency campaign lead may prepare the brief, but the advertiser owner accepts the decision and evidence before handing the record to the agency campaign lead for sourcing. Attach current support for each objective claim. The CAP Code's rules on misleading advertising make substantiation distinct from whether people recognise an advert.

Keep the campaign in brief hold if the evidence, audience, budget, media payer, withdrawal authority or decision owner is missing. The advertiser owner moves it to brief authorised only after recording and accepting those fields; the agency campaign lead then receives the approved brief. Do not begin search against an unstable object.

Source a creator or keep sourcing on hold

The agency campaign lead verifies the creator's identity, any talent manager's mandate, conflicts, relevant commercial relationship and authority to negotiate. Record the creator's acceptance separately from representative approval. Keep the campaign in sourcing hold until these checks and the advertiser owner's selection are recorded. For a child who may perform, refer the facts to the safeguarding owner, who should check with the relevant local authority's child performance licensing team whether a licence is required. GOV.UK describes performance licences and supervision for children in England; the safeguarding owner records the decision and any required action.

The agency campaign lead records proposed cash, gifts, services, commission and expenses separately and hands them to the advertiser owner for acceptance. Move to creator-approved sourcing only when the creator's acceptance, representative authority, conflicts and consideration are documented. Contract scope, tax status and disclosure remain separate decisions.

Contract rights and responsibilities before contracting

The agency campaign lead records deliverables, formats, revision route, dates, payment milestones and cancellation terms for the advertiser owner to approve. The rights schedule names every source asset and permitted use. GOV.UK copyright information explains that a licence may limit purpose, term or location. Include editing, organic publication, paid amplification and archiving as distinct uses. Enter contracted only when the authorised parties have accepted the scope, rights and payment terms.

Before contracted, the privacy reviewer checks the recorded creator and audience data, purposes, roles, systems, retention and deletion against the actual arrangement. The advertiser owner is responsible for accepting the arrangement, with the agency campaign lead recording the decision and any required changes. The ICO processor-contract page is UK guidance under review following the Data (Use and Access) Act. The privacy reviewer must check the current law and actual arrangement.

Approve the render or keep it on hold

The agency campaign lead stores the source file, caption, overlay, audio, link, landing destination and version. The claims and disclosure reviewer, rights reviewer, privacy reviewer, accessibility reviewer and safeguarding owner where relevant each accept their own fields; the advertiser owner authorises the final version. Keep the campaign in render hold until every required acceptance is recorded. Claims, disclosure, IP, privacy are part of that review. CAP's social influencer guidance treats format and context as relevant to recognition, so review the platform preview rather than a copy transcript alone.

The accessibility reviewer tests captions, alternatives, contrast and destination access for the intended formats, then records acceptance or keeps the campaign in render hold. The government's inclusive communication guidance discusses accessible formats and supplier planning. It is guidance, not proof that this asset works.

Release, observe and intervene

The publishing owner confirms the publishing identity, individual account access, media cap, scheduled time and rollback owner, then records the approved version and settings. The advertiser owner authorises release; the publishing owner publishes only that version and captures the first live view with URL, time, timezone, format and device context. Enter released only when that evidence is saved, then move to observing.

The agency campaign lead records observations against buyer-set intervals, including disclosure visibility, claim changes, destination behaviour, account events and complaints. If a creator edits the claim, the disclosure disappears, a right expires or access is suspicious, the campaign moves to live hold: the monitoring owner preserves the evidence and alerts the advertiser owner and rollback owner. The rollback owner pauses affected activity where authorised. Send complaints to the advertiser's complaints lead; where a complaint concerns advertising, that lead can use the Advertising Standards Authority (ASA) complaints route. The safeguarding owner handles safeguarding concerns and escalates them to the relevant local authority children's services; in an immediate emergency, contact emergency services.

The advertiser owner authorises any restart. The agency campaign lead records the correction as a new version, gathers new evidence and obtains the required reviewer approvals, then repeats the render check. The publishing owner releases only the newly approved version. Do not overwrite the event history.

Reconcile and close

The advertiser finance owner matches accepted deliverables to creator consideration, agency invoices and media records, with the agency campaign lead supplying the records. The agency campaign lead also confirms corrections, payment disputes, access removal, export, retention and deletion, handing unresolved decisions to the advertiser owner or privacy reviewer as appropriate. The NCSC's social-media account guidance supports access and recovery planning, but the buyer must test its own controls. Enter reconciled only when the matching and required actions are recorded.

The accountable person signs the archive index and confirms that required closure evidence is present before moving to closed. Any unresolved item must have a named owner and next decision date in the record; otherwise keep the campaign in closure hold. The accountable person hands the signed closure record to the advertiser owner.

Before you act

Common questions

What should happen if evidence, audience or owner is missing from the brief?

Keep the campaign in brief hold and do not begin search against an unstable object. The advertiser owner records the product, objective, England audience, formats, channels, claims, budget, media payer and withdrawal authority, then accepts the evidence. The agency campaign lead receives the approved brief only when the state changes to brief authorised.

How should a creator's acceptance be recorded?

The agency campaign lead records the creator's acceptance separately from representative approval and verifies identity, any talent manager's mandate, conflicts, relevant commercial relationship and authority to negotiate. Keep the campaign in sourcing hold until the advertiser owner accepts the selection. For a child who may perform, refer the facts to the safeguarding owner, who checks with the relevant local authority's child performance licensing team whether a licence is required. The responsible reviewer records the applicability decision for performance licences and supervision.

When should a campaign move to live hold?

If a creator edits the claim, the disclosure disappears, a right expires or access is suspicious, move to live hold. The agency campaign lead preserves the observation and alerts the advertiser owner and rollback owner; the rollback owner pauses affected activity where authorised. Send advertising complaints to the advertiser's complaints lead, who can use the Advertising Standards Authority (ASA) complaints route where appropriate. Restart only when the advertiser owner authorises it, using a new version with fresh evidence and approvals. Do not overwrite the event history.