Marketing & Content
Brief to media plan drafting
Turn a campaign brief and budget into a draft channel plan with proposed splits, audiences, formats, and flighting, based on historic channel performance and campaign objectives.
40–60%
reduction in media planning turnaround
Opportunity assessment
Minor improvement. Small efficiency gain with limited effect on overall turnover or bottom line.
Relatively straightforward. Off-the-shelf tools handle the core task. Implementation is well-understood with good examples to follow.
Moderate data needs. Works with data most businesses hold, but will likely need consolidation, cleaning, or reformatting before use.
Low risk. Limited external exposure. A human reviews output before it reaches anyone outside the team.
Light people impact. A new tool slots into an existing workflow. Minimal training needed. Most people will adapt quickly.
Tooling required
Things to consider
The plan is only as good as your historic performance data, and most attribution overstates the channels that are easiest to measure. Feed the model your best available incrementality read, not last-click.
Speed of planning matters most for reactive campaigns — a competitor move, a weather event, a stock position. That is where a same-day draft plan creates value a fortnightly planning cycle cannot.
Keep the planner accountable for the final plan. The draft removes the blank page, not the judgment about what this particular campaign needs.
Experiment starter: Regenerate plans for four completed campaigns from their original briefs and budgets. Have the media lead compare each against what was actually run and note where the model would have allocated differently.
Go deeper in the playbook
Section — Opportunity Identification, including the AI Opportunity Assessment ScorecardSection — The Experimentation FrameworkThis is an augmentation opportunity — see the relevant playbook section for how to approach it.More in Marketing & Content
Social media copy variants
Generate multiple on-brand social copy variants from a brief. Covers different tones, lengths, and platform formats. Team selects and schedules.
SEO product content at scale
Produce optimised product and category page content at volume. Particularly valuable for large catalogues where manual writing is a bottleneck.
Campaign performance commentary
Convert raw campaign data into narrative summaries for weekly reports and post-campaign reviews. AI drafts; analyst reviews and adds context.
AI Transformation Playbook
Ready to assess your own opportunities?
The playbook gives you the full 150-opportunity directory, scoring tools, and 100+ templates for every stage of an AI transformation programme.