A discovery-led brand programme covering strategy, foundations, and a full activation — assets and website included — to set up proSapient for category leadership.
You were clear, on the call, about what this is — and what it isn’t. The framing matters because it shapes everything that follows.
The ProSapient name, vision, mission and values aren’t in question. The 2024 ELT strategy work stands. Logo, slogan, identity — all stay.
You need someone to get under the skin of the business, surface what ProSapient actually is in the eyes of the people who matter — and translate that into how the company talks about itself, internally and externally.
A hundred new people who weren’t in the 2024 strategy room now have to live the values. Bolting a new brand on top of them won’t take. The brand has to be lived — by the people who actually go to market, build the product and represent the company — or the playbook is just a PDF nobody opens.
You can only really add stuff on top if you have that really, really solid brand. And you need everyone to drink the Kool-Aid.From our call · the thesis of this proposal
A staged model with clear milestones and cut-offs. Stages, gates, and payments are all chunked the same way — to align cash with deliverables, keep risk visible, and let either side stop cleanly at the right moment if needed.
Stakeholder conversations, customer & expert interviews, competitor landscape, internal artefact audit. An honest read of the business + provocations for ELT.
Positioning, narrative, tone, audience definition, messaging architecture, creative direction. Tested with target audiences before anything is designed.
Final playbook, internal launch, brand asset system, fresh website, copywriting, training, and a 30-day post-launch support window.
Discovery is where the brand starts to live with the people who have to deliver it. Most agencies skip it; we put it at the centre.
When we hit blockers — or when people aren’t being open enough — we bring in the right outside voices to break the room open.
Stuart Smith (former CEO and board member of Ogilvy PR, 30–40 years building brands worldwide) is the constant. Our External Brain Trust rotates in based on what the project needs — voices with category-relevant experience, voices from far outside the category, brand-building specialists, product-world veterans. The point is to get ProSapient thinking in ways it doesn’t currently think — that’s where category-leading brands come from.
Discovery surfaced what ProSapient actually is. Foundations is where you make the choices about how it shows up, then break those choices against the audiences who matter.
Three workstreams running in parallel. Final scope confirmed at the gate review at end of Foundations.
Translation, advanced SEO migration, paid media setup, and ongoing content production are out of scope by default — happy to scope any of these separately.
A small core that runs the whole engagement, plus a rotating brain trust we bring in when stimulation is what unlocks the room. No bloat. People on the calls do the work.
Owns the relationship, the strategic direction of the work, and the quality of what gets delivered. Your primary point of contact end-to-end.
The continuous thread from Stage One through to launch. Owns the project plan, the working sessions, the day-to-day relationship with your team, and the quality of every output.
Former CEO and board member of Ogilvy PR. 30–40 years building brands worldwide — across consumer, B2B, financial services and tech. Currently advising Kyndryl (IBM spinoff) on a programme of similar shape. Stuart is in the room for ELT sessions, positioning work, and gate reviews. Not a logo on a slide.
The brain trust is a bespoke cast — composed for this engagement, not pre-packaged. We finalise names once Discovery sharpens what the room actually needs to hear: operator-grade specialists with hands-on experience of products in proSapient’s adjacency, brand architects with category-leadership track records, or far-outside-the-category provocateurs introduced to dislodge how the room is thinking. The composition shifts with the brief. The aim is constant: take proSapient out of its own thinking, and into the room of the brand it’s set to become.
Three stages, three invoices, three gates. The same chunking applies to commercials as it does to the work — so you’re never ahead of delivery and we’re never ahead of approval.
Four engagements where we’ve run the discovery → foundations → activation arc for B2B brands speaking to financial, PE and institutional audiences. Click any card to expand.
The four references aren’t templates and we don’t rinse and repeat. Discovery surfaces a different truth in every business. Foundations choose a different angle every time. Activation answers different audience problems.
Pattern-matched solutions don’t take. ProSapient’s brand will be ProSapient’s — its own conversations, its own choices, its own arrival.