Build an unfair advantage in marketing
We turn repeated marketing work into practical AI systems: brand strategists, ad builders, brand guardians, campaign managers, performance analysts, content engines and reporting systems.
/Paul Dervan
Twenty years in brand. Head of brand at O2 Ireland, then CMO at the National Lottery. Head of brand at Indeed and Miro, both global roles. Ireland's Marketer of the Year in 2022.
Trained by Peter Field, one half of Binet and Field. That obsession with effectiveness runs through everything here.
Run with Foxes is the consultancy. We work with teams to bring twenty years of brand thinking together with AI, so they get faster without losing quality.
Where can AI be built into marketing?
Below are the places we most often build AI into marketing work. A marketing team of two or three, with the right systems, can do work that used to need a department.
Marketing effectiveness
You can't manage a brand if you can't measure one. We help marketing teams and the wider organisation understand which metrics matter and how they influence each other. We train teams on marketing effectiveness and then build marketing effectiveness tools, audits, scorecards and dashboards using AI and hand them over.
Examples
+Measurement training
+Metrics audit
+Brand scorecard
+Brand / activation split
Segmentation
Segmentation matters, but pseudo-science segmentation is dangerous. We've combined the rigour of empirical theory with AI to run the math to help build proper customer segmentation, including similarity analysis, correlation matrix, scatter plots, penetration adjustment, usage bias and purchase triggers.
Examples
+Similarity analysis
+Scatter plots
Brand strategy
Brand strategy covers a bunch of areas: positioning, messaging frameworks, mental availability, customer journey mapping, brand guidelines development, distinctive brand assets. We use a number of AI tools and agents and skills to help do brand strategy at a really high quality at speed.
Examples
+Competitor positioning map
+Mental availability
+Messaging framework
+Distinctive brand assets
+Brand on a page
+Brand guidelines
Advertising
AI has made advertising production faster. That does not mean the work gets better by default. We build customised advertising engines that help teams move from brief to useful options faster, across static ads, animated ads, brand video and e-commerce work. We focus on quality first, then automate it.
Examples
+Video
+Brand ads
+Animated ads
+Static ads
Studio
We've spent twenty years running internal studios. We bring AI into them to do three things: improve the quality of the work, get it out faster, and show the ROI.
Examples
+Studio measurement
+Brief coach
Research and insights
We love research, and have helped teams with a range of solutions such as message testing, company intelligence, review analysis, pricing monitors, and agents that call and interview people on their shopping behaviour.
Examples
+AI research interviewer
+Company intelligence
+Review intelligence
+Pricing intelligence