THE PROBLEM
What Shift is for.
Most marketing teams are adding AI to the way they already work: a tool here, a pilot there. That is not where the value is.
In McKinsey’s August 2026 State of AI survey, nearly three-quarters of the organisations getting the most value from AI had fundamentally redesigned their workflows. Among the rest, one in four had. Shift is that redesign, for marketing.
WHO IT SUITS
Shift is the right way in when…
- AI is in your plan and your budget, but not yet in how the work gets done.
- Your team, agencies and tools were set up for a workflow built before AI.
- You want marketing that is always on and personal to each audience, not just more campaigns.
- You are ready to change roles, processes and agency briefs, not only buy software.
- Best for
- Changing how your marketing works, not adding tools to it.
- Who does the work
- Andy, with your marketing, data and technology teams. What is built is yours, and your teams run it.
- Typical scope
- Six to twelve months, in stages.
- Price
- Priced per stage; programmes from £125,000.
OUTCOMES
What you get.
New workflows
Your core marketing workflows redesigned from brief to measurement, with AI doing the repeatable work and people making the calls.
A team built for it
Roles, skills and hand-offs redesigned for an AI-native marketing function, including what you need from your agencies.
Agents trained on your brand
Your positioning, brand codes, claims and past work built into the agents your teams and partners use, so the work starts on-brand.
Always-on, personalised marketing
The content and decision loops that let your marketing respond in real time, audience by audience, designed with your data and technology teams.
HOW IT RUNS
The process.
- Map and designWe map how your marketing works today and design the function you are building towards.
- Prove it on oneWe build it first on one brand, market or workflow, where the value is clearest.
- Build and scaleWe widen from evidence, train your teams and rebrief your agencies as we go.
- Hand overYour team runs it. Every stage ends with a review and a clean break point.
PROOF
Work led first-hand.
Led by Andy at BAT and Diageo, before Destreza.
Vuse Flavour
An entire category approach transformed by an AI flavour experience, with the first-party preference data it generated guiding ranging, communication and product development.
What’s Your Whisky
AI wired across the marketing mix, from on-trade to e-commerce, with personalised recommendations for more than a million consumers and first-party flavour data at scale.
FAQ
Do we need to run a Survey first?
Usually, yes. Shift changes how your team works, so it starts from a clear diagnosis. A Survey is the quickest way to get one. You do not need to run Focus first, although results from Focus can lead to a broader Shift.
How long does Shift run?
Six to twelve months, in stages. Each stage is scoped and priced on its own and ends with a review and a clean break point.
Who does the work?
Andy leads the design and the build, working with your marketing, data and technology teams. What we build is yours: the workflows, the agents trained on your brand and the new ways of working, which your own teams run.
How do you work with our existing agencies?
Alongside them. Shift redesigns what you need from your agencies, and we brief them into the new way of working as we go.
How is success measured?
Against measures agreed at the start of each stage: how the new workflows perform, how widely they are adopted and, where they are within scope to influence, the commercial results.
NEXT
If Shift is not the right way in.
Not sure where to start? Find out where AI will change your marketing and what to do first. Explore Survey →
THE FIRST STEP
Start with a conversation.
Every engagement begins with a thirty-minute call: where you are, what you’re working on and the right way in.
Let’s talk →