How we built the automation engine behind a UK media company's operations
intricate production scenarios running daily
The Situation
Adelye is a London-based media and marketing company. Their work involves managing campaigns, content production, and client deliverables across multiple platforms simultaneously. When we started working together, their tech stack included several platforms that all needed to share data - but none of them talked to each other natively. The integrations that did exist were basic: simple triggers that broke whenever the data was not perfectly formatted. The team was spending hours every week manually moving data between systems, reconciling records that did not match, and cleaning up after failed syncs. Campaign data lived in one tool, client records in another, deliverable tracking in a third. The "integration" between them was a person with two browser tabs open, copying and pasting.
The Challenge
The real difficulty was not connecting systems - it was the logic between them. Adelye's workflows involved multi-step data transformations where a single incoming record might need to be split, enriched, reformatted, and routed to three different destinations based on content type, client profile, and campaign parameters. A standard Zapier integration handles "when X happens in Tool A, do Y in Tool B." Adelye needed "when X happens in Tool A, check conditions against Tool B, transform the data, route it to Tool C or D depending on six different business rules, and if anything fails at any step, recover gracefully and alert the right person." The scenarios needed to be resilient. A single failed sync in their previous setup could cascade into hours of manual cleanup - duplicate records, mismatched statuses, clients seeing the wrong information.
What We Built
Make.com Automation Engine (20+ scenarios)
- 20+ intricate Make.com scenarios with conditional branching, iterators, aggregators, and multi-path routing - these are not simple two-step integrations, each scenario handles dozens of edge cases
- Advanced data transformations that reformat, enrich, and validate records before they reach their destination
- Scenarios designed to handle high volumes without hitting API rate limits - batching, queuing, and throttling built in
Real-time Cross-Platform Sync
- Bi-directional data synchronization with conflict resolution logic - when the same record is updated in two places, the system knows which version wins
- Field-level mapping that handles schema differences between platforms so the team never has to think about data formatting
Intelligent Routing
- Content routed automatically based on type, campaign parameters, client profile, and custom business rules
- New routing rules can be added by updating a configuration table - no need to rebuild scenarios from scratch
Error Recovery System
- Every scenario has retry logic with exponential backoff for transient failures
- Fallback paths that catch permanent failures, log them, and alert the right team member with enough context to resolve the issue
- Error dashboard that gives the team a single view of system health across all 20+ scenarios
Results
- 20+ complex Make.com scenarios running in production daily
- Manual data entry between platforms eliminated entirely
- Failed syncs that used to take hours of cleanup now recover automatically or get flagged within minutes
- New campaigns and workflows can be launched faster because the infrastructure is already in place
- An ongoing engineering partnership - the system grows with the business as new needs emerge
“Working with Etherwise has been an exceptional experience from start to finish. They supported us across a range of technical areas including automations, Airtable optimisation, and various workflow improvements - and delivered everything with speed and professionalism. Abhijeet consistently took the time to understand exactly what we needed and made even the complex pieces feel easy and manageable.”
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