Sky Business needed a steady flow of creative across multiple products, audiences and channels,
from major campaigns to everyday trading and social content. The brief was to deliver it at
pace without losing the strength of the ideas or consistency of the brand.

I saw an opportunity to change how the agency approached that challenge. I led the development
of a three-tier creative system: Tier 1 for brand-defining work, Tier 2 for one-off campaigns and content, and Tier 3 for repeatable, always-on assets. We used AI, generative imagery and automation where they helped us develop and produce work more efficiently. Giving routine work a clear
structure freed up more time to explore ideas and craft the work that needed it most.
The system helped us deliver for Sky Business at scale and gave the agency
an approach it could use for other clients.