Destreza

Building iconic brands in the age of AI.

Destreza is an AI-native marketing consultancy based in Shoreditch, London. We show consumer businesses where AI will change their marketing, run campaigns on our own matrix network of specialist AI agents and transform marketing functions with AI at the core.

Let's talk → The Playbook is live

OUR MISSION

AI is revolutionising marketing.

Used well, AI can compound quality brand-building activities, delivering sharper, faster and more measurable work. Used poorly, AI just scales mediocrity, erodes consumer trust and dilutes brand equity.

We help consumer businesses come through the AI revolution with stronger brands, not just cheaper marketing.

Founded in 2026 by AI marketing pioneer Andy Parton

16+
Years blue-chip brand-building
7+
Years pioneering AI marketing
£3bn+
Portfolio of brands managed · ≈$4bn+
60+
Operational markets

Category-defining brands · Diageo, BAT & El Grupo Varma

Guinness/Johnnie Walker/Smirnoff/Vuse/Tanqueray/Glenfiddich/Velo/Cîroc/The Balvenie/glo/Hendrick's/Talisker/Lagavulin/Ron Barceló/

WHY DESTREZA

Access to AI tools is no longer a competitive advantage.

Almost every marketing team can now produce more research, more ideas and more content. What separates good brands from great ones is knowing how and where to apply AI, what to believe, what to reject and which decisions must stay human.

That judgement, and the method behind it, is what Destreza sells, applied to live work. In Focus, Andy leads the Destreza Operating Model, a matrix network of specialist AI agents built in-house, to do the work of a full marketing team; in Shift, we build an AI-native way of working into your own team. Either way, the person you meet is the person who leads the work.

About Destreza →

The Destreza Operating Model

  1. 01
    Diagnose and directAndy PartonGets to know the business, frames the question that actually matters and sets the direction the work has to answer.
  2. 02
    DevelopA matrix network of AI agentsBuilt and refined in-house, specialist agents do the research, the analysis and the strategic and creative development against Andy’s brief, across disciplines and levels at once.
  3. 03
    Challenge and sharpenThe Agentic CouncilProvides the checks and balances: tests the assumptions and the evidence and puts every output through opposing specialist views.
  4. 04
    Decide and deliverAndy PartonReviews and reworks the work, applies the final judgement and stays accountable for the result.

Greater capacity. Sharper scrutiny. One accountable partner — at the start and at the finish.

HOW WE ENGAGE

Diagnose. Deliver. Transform.

Survey.

Two to six weeks · from £15,000

Find out where AI will change your marketing and what to do first. A short diagnostic led by Andy, and the usual way in.

Explore Survey →

Focus.

A few weeks to six months · from £25,000

One campaign, run end to end on our own matrix network of specialist AI agents, from a single channel to a full brand refresh.

Explore Focus →

Shift.

Six to twelve months · programmes from £125,000

A staged programme that redesigns how your marketing works: new workflows, a team built for them and agents trained on your brand, handed over for your teams to run.

Explore Shift →

Selected work.

01 / 03

Velo, Vuse and glo

Consumer Electronics / FMCG

AI-Powered Storytelling.

Rebuilding global content strategy with agentic AI.

An omnichannel content-strategy overhaul across BAT's Vuse, Velo and glo — each rebuilt as its own connected story, with agentic AI as the engine of the method itself — the approach behind our Destreza Operating Model. Three category-leading strategies in eight weeks, against a global planning milestone.

£3bn+ (≈$4bn+) portfolio · GlobalRead case →
Diageo whisky brands

Spirits / FMCG

What's Your Whisky.

Integrating AI across the full marketing mix.

The AI flavour discovery platform Diageo built for whisky — later extended across gin, beer, tequila and cocktails. It reached more than a million consumers worldwide, turning a recommendation into first-party data.

1M+ consumers worldwideRead case →
Vuse

Consumer Electronics

Vaping Done Right.

Consolidating brand architecture with AI-optimised activation.

Five operational programmes brought under one consumer-facing brand framework, with AI tuning the message to every market underneath. Now deployed globally across Vuse's markets — the consumer never saw AI; they saw a message that landed for them.

Deployed globallyRead case →
VIEW ALL SELECTED WORK →

NOW AVAILABLE · FOUNDERS AND LEAN TEAMS

The Playbook for AI Brand Building™

How to build an iconic brand — in a fraction of the time, at a fraction of the cost.

Launching a brand has never looked easier, but the reality is very different.

We’ve distilled the brand-building approach that blue-chip companies use to beat these odds into a ten-stage workflow that founders and small teams can run with their AI assistants, without the huge teams and budgets it once required.

Get the Playbook Or try Stage 01 free
40m+new brands & businesses launch worldwide every year1
76%new launches fail2
Only6%fail at businesses running a formal staged process3

LATEST THINKING

AI x Marketing.

Apple, Campari and Crocs creative in Destreza’s Approve. Adapt. Kill. frame
Creative from Apple, Campari and Crocs, three of the ten campaigns reviewed in Edition 001.

Approve. Adapt. Kill. 001 · 23 September 2026

Beautiful work. Better decisions.

Our first weekly creative review: Apple, Campari, On, Crocs and more. Ten campaigns, clear verdicts and the changes we would make.

Read the piece

Explore Thinking →

MAKE AI WORK FOR YOUR BRAND

AI is changing how brands are built.If you want to see what it means for your brand, let’s talk.

From the choices you make to the way your team works, we help you apply AI with the judgement it takes to build a stronger brand.

Let's talk →
Sources
  1. Destreza calculation from 2025 national registration and business-formation data across 19 economies, with partial US coverage (Florida and Delaware); the selected counts total approximately 40.28 million and the headline is rounded down. Includes companies, sole traders and other registered business forms; national definitions vary and the series are not harmonised. Some registrations represent existing activity becoming formal, new legal vehicles or business names, and a registered entity may never begin trading — this is an indicator of annual formation activity, not a deduplicated count of newly trading ventures or brands, and a separate population from the product-failure studies at reference 2. Principal sources: China SAMR, Sebrae (Brazil), INSEE (France), Destatis (Germany), Companies House (UK) and twelve other national registries and statistical offices. Data checked 19 September 2026.
  2. O’Reilly, L., ‘3 in 4 FMCG launches fail within a year’, Marketing Week (2014); Victory, K., Tanusondjaja, A., Dawes, J., Nenycz-Thiel, M. and Romaniuk, J., ‘Are there generalizable patterns in line extension performance?’, Journal of Product & Brand Management, 33/6 (2024); Victory, K., Romaniuk, J., Nenycz-Thiel, M., Tanusondjaja, A. and Dawes, J., ‘How to identify line extensions that survive’, Journal of Product & Brand Management, 35/5 (2026); NielsenIQ, Launch Fast, Learn Faster (2026).
  3. Stage-Gate International, Winning at New Products (2017), presenting SGI–IFMA Research Study (2014).
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