AstraZeneca Global — Omnichannel Governance, Workflow Standardisation & Multi-Market Support
Problem
AstraZeneca’s campaign delivery processes varied significantly across markets. Requirements documents, workflows, and approval paths differed by region, creating operational friction and gaps in documentation quality. The organisation needed a unified structure to improve consistency, support regulatory expectations, and streamline how markets produced and launched campaigns.
Approach
We established a global documentation and governance framework that improved clarity, alignment, and delivery predictability.
Our work included:
Standardised workflow documentation across omnichannel campaign journeys
Core templates: BRDs, metadata documentation, user journeys, approval paths
Multi-market alignment on ways of working, process definitions and terminology
Requirements documentation used across creative, regulatory, and medical teams
Cross-functional coordination with Engineering, UX, Compliance, and Market Leads
Operational playbooks to support ongoing market adoption.
Outcome
We worked with AstraZeneca’s Global and Market teams to standardise omnichannel delivery practices, strengthen documentation quality, and unify operational workflows across therapy areas and regions. Our role centred on creating clarity, governance, and reproducible documentation for complex marketing, regulatory, and digital execution environments.
Reduced ambiguity around campaign setup and approval processes
Consistent documentation used across multiple markets and therapy areas
Clear governance structure adopted into wider omnichannel operating practices
Faster onboarding and reduced rework through standardised templates and workflows