The agency's writers were not the bottleneck. Everything around the writing was.
The challenge
Each client had its own tone, its own audiences and its own list of things never to say. That knowledge lived in brand documents, old email threads and the heads of the people who had worked on the account longest. Briefs arrived in documents, drafts went back and forth by email and approvals happened in chat, so nobody had a single view of what was in progress and what was waiting on the client.
What we built
A content production platform built around one workspace per client:
- Client workspaces. Each holds the client's brand voice, audiences, approved examples and words to avoid, written once and used by everything else.
- Planning. Agents turn a brief into a content plan with angles and formats, which an editor adjusts and signs off.
- Drafting. Agents write first drafts in the client's voice, using the workspace as their only reference. Editors refine every draft before it goes anywhere.
- Client portal. Clients see what is planned, review drafts, leave comments and approve, in one place.
- History. Every piece keeps its full trail, from brief to plan, draft, edits and approval.
Roles keep the work separated: writers and editors see the clients they work on, and each client sees only its own workspace.
How we delivered
The Blueprint fixed the workflow the agency already used and the points where a person must sign off. We released the platform in stages: workspaces and the client portal first, so the team could move existing work across, then planning and drafting once each client's voice had been captured and tested against content the agency had already published. A working demonstration followed every Friday.
What changed
Each client's voice is written down once and used consistently, rather than remembered. Briefs, drafts and approvals live in one place, so the agency can see at a glance what is moving and what is waiting, and clients approve in a portal instead of a chain of emails.
