To support global marketing operations across one of Europe’s largest retail groups, Comwrap Reply implemented a centralized, collaborative platform for campaign planning and asset production. Built on Adobe Workfront and Workfront Fusion, the solution replaced fragmented processes and enabled scalable omnichannel delivery—across countries, teams, and product portfolios.

The Challenge

The client’s marketing organization operated across disconnected systems—MRM, PIM, MAM, and CMS—leading to manual workflows, lack of traceability, and limited scalability. Coordination between teams and external partners was time-consuming, and content production cycles were too slow for the fast-paced demands of retail marketing.

The Solution

One Platform for Marketing Collaboration, Content Production, and Scale

To address fragmented marketing operations and prepare for omnichannel scalability, Comwrap Reply implemented a custom-tailored solution based on Adobe Workfront and Adobe Workfront Fusion. This unified collaboration platform was designed to manage global campaign coordination, automate asset production workflows, and streamline communication between internal teams and external content partners.

At the heart of the solution was a modular Adobe Workfront setup—configured with clearly defined roles, permissions, and workflow templates. The system replaces legacy coordination tools, including ShotGrid for CGI production, and brings all campaign-related tasks, approvals, and assets into a centralized environment.

Workfront Fusion enables automation across multiple systems, connecting with the client’s existing Marketing Resource Management (MRM), Product Information Management (PIM), and Media Asset Management (MAM) solutions. Repetitive tasks—such as request routing, status updates, and file handoffs—are now executed automatically, reducing manual overhead and error-prone handoffs.

Key features include:

• Unified campaign briefing workflows, adaptable to country-specific needs and regulatory frameworks
• Centralized platform governance, balancing global control with local autonomy
• Customizable project templates for different product lines and campaign types
• Role-based task assignment with time-based triggers and escalation logic
• External partner collaboration, with secure access and tailored visibility
• Real-time dashboards and reporting, enabling marketing leadership to track progress and resource utilization across markets

By consolidating previously siloed marketing processes into one platform, the client unlocked new levels of transparency, operational efficiency, and campaign speed. More importantly, the system is scalable—designed to onboard new countries, business units, and use cases over time without disrupting operations.

How we did it

A Phased Rollout with MVP Precision and Scalable Impact

We followed a phased delivery model to minimize disruption, enable quick wins, and gather early feedback for continuous improvement. The project began with a focused MVP scope, targeting a specific user group and a high-priority product portfolio. This allowed us to validate the solution architecture, refine governance structures, and ensure user acceptance before scaling.

Discovery & Design
The project kicked off with a joint discovery phase, during which Comwrap Reply and the client mapped out current pain points, defined core use cases, and identified key stakeholders across marketing, production, and IT. Based on this, we developed a modular process blueprint for Adobe Workfront and its integration points via Fusion.

Workfront Configuration
We tailored Adobe Workfront to fit the client’s operating model—designing custom project templates, dynamic forms, role-based workflows, approval hierarchies, and notification logic. Special attention was given to CGI production workflows, replacing ShotGrid with Workfront as the coordination backbone. Each asset request, from ideation to delivery, is now tracked in real time.

Automation with Fusion
Using Adobe Workfront Fusion, we created integration flows between Workfront and surrounding systems:

• Product data sync from PIM
• Asset handoff to and from the MAM
• Synchronization with external partner platforms
• Automated request routing based on market or product group. This reduced manual coordination, eliminated redundant data entry, and provided visibility across systems.

Operational Enablement
To support adoption, we introduced a scalable onboarding strategy:

• Training sessions and documentation for power users and admins
• In-system guides and help tools for self-service onboarding
• A ticket-based support model for iterative improvements and feature requests
  We also defined a user management strategy with granular permissions and tailored views, enabling collaboration across internal and external stakeholders without overexposure.

Continuous Improvement
After the MVP launch, we implemented an iterative enhancement loop. Feedback from users informed weekly sprints where the project team refined configurations, added features, and resolved bottlenecks. This agile rhythm kept the platform aligned with evolving business needs while building trust across departments.

About the Client

One of Europe’s largest retail groups, operating globally across grocery, non-food, and services. Known for operational excellence and high-volume product marketing, the client is actively investing in digital transformation and marketing automation to scale across multiple markets and business units.