Marketing Transformation · AI Integration

Helping marketing teams and media organisations
build for the new marketing frontier.

The bridge between vision and reality.
We stay until it works.

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20+ Years media, ops & AI
Both Agency and brand side
One End-to-end engagement

What We Offer

The only firm that diagnoses, designs, and delivers
with twenty years inside the industry.

Most transformation stalls because the diagnostic, the strategy, and the execution are handled by different people. We do all three, and we stay until it lands.

Advisory

Know exactly where you stand before you spend.

A rigorous current-state assessment of your AI and media maturity. We deliver an unfiltered go/no-go on your transformation investments and a clear bridge plan for what comes next.

  • AI & media maturity audit
  • Transformation investment assessment
  • Prioritised bridge plan
Strategy

Build the strategy to land the vision.

End-to-end operating model transformation. Workflow design, AI integration, governance, data infrastructure, and people change. We design for the organisation you need to become, not the one you are.

  • Operating model design
  • AI workflow & governance framework
  • Organisational change management
Execution

In-house media, done right by someone who has built it from both sides.

Architecture, implementation, and team-build for brands moving media and marketing capability in-house. We know how agencies work, and exactly how to make the transition stick, reliably and at pace.

  • In-housing readiness & roadmap
  • Tech stack & partner architecture
  • Team design, hiring & onboarding
  • Measurement setup & first 90 days
Agility

Senior leadership, embedded. Without the full-time cost.

Fractional transformation leadership for organisations that need deep expertise without the full-time hire. Strategic and operational simultaneously, from board-level reporting to hands-on delivery governance.

  • Embedded senior leadership
  • Strategic & operational oversight
  • Board-level reporting & governance

Who We Work With

For leaders who are done with transformation that doesn't land.

No blueprints handed over at the door. We stay until the organisation has actually changed: in its processes, its technology, its culture, and its results.

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CMO

In-housing media capabilities and redefining partner relationships to build leaner, more accountable, AI-ready marketing operations.

Agency CEO

Navigating AI adoption and rebuilding operating models for a market where the old margin structures no longer hold.

CFO

Asking hard questions about margin, ROI, and whether transformation investments are actually delivering measurable returns.

Mission Portfolio

Seven tools. One
integrated intelligence system.

Each tool in the Mission Portfolio is built on a specific diagnostic capability and designed to produce a board-level output. They work independently for organisations with a clear, defined challenge. They compound for organisations that want to build a documented, evidence-based transformation trajectory over time.

Beryl
AI Maturity Diagnostic
Know exactly where your organisation stands before you spend a pound on transformation.
A whole-organisation maturity score across six pillars. The evidence base that grounds every subsequent conversation and makes your board's AI questions answerable.
Explorer
AI Value Audit
Stop the leak: find and quantify the AI time savings your organisation is not converting into value.
A half-day diagnostic that surfaces what nobody has formally measured. Delivers a redeployment plan your COO can act on from day one.
Redstone
ROI Translator
Give your CFO a defensible answer to the question every board is now asking: what is AI actually returning?
CFO-grade measurement infrastructure that translates AI programme activity into financial language. Payback period, IRR, and board-ready attribution built in.
Apollo
Pilot Accelerator
Get pilots into production instead of the graveyard, with the gate discipline that prevents visible failure.
A 12-gate production readiness audit and sign-off pack. The structured process that separates experiments that fail in production from those cleared to fly.
Artemis
Capability Builder
Close the gap between what your CEO says publicly about AI and what your team can actually demonstrate.
A cohort programme with pre/post measurement, role-specific standards, and an employer brand narrative. Capability that is evidenced, not assumed.
Skylab
Governance Suite
Protect your exit multiple and your board's credibility with a governance dossier that survives due diligence.
Board-ready AI governance infrastructure with a Risk Exposure Engine, quarterly update cadence, and regulatory gap analysis built for PE-backed agencies.
New Horizons
Strategy OS
Build the three-year AI direction your organisation can actually execute, with kill criteria and board accountability built in.
A strategy operating system with capital allocation framework, version-controlled board reporting, and a plan designed to survive contact with reality across multiple quarterly reviews.

Beryl · AI Maturity Diagnostic

A true representation of where your organisation stands
in its AI journey across six pillars of evaluation.

What Beryl measures

  • Strategy & Leadership, Is AI a board mandate or a middle-management experiment?
  • Data & Infrastructure, Are the technical foundations production-ready and compliant?
  • AI Development & Deployment, Are models governed, monitored, and operationally sound?
  • Talent & Operating Model, Does the org design support AI at scale?
  • Ethics & Responsible AI, Is AI use explainable, disclosed, and regulatory-ready?
  • Business Impact & Value, Is ROI measured, attributed, and tied to portfolio strategy?

Your organisation's AI profile (illustrative shape)

20 40 60 80 Strategy & Leadership Data & Infrastructure AI Dev & Deployment Talent & Operating Model Ethics & Responsible AI Business Impact & Value

The Beryl promise

Three things you will have when the diagnostic is complete, that you do not have now.

01
Where you actually stand
A scored, evidence-based picture of AI maturity across six pillars, broken down by function, seniority, and tenure. Not how leadership thinks things are. How things really are.
02
Where to focus for acceleration
Two or three prioritised actions per pillar, sequenced by impact. Not a 40-point checklist. A clear plan your COO can own from day one, no translation required.
03
An initial AI operating strategy
The diagnostic output is your first AI strategy document: maturity stage, capability gaps, risk exposure, and a directional roadmap. Board-ready on delivery.

Why leaders commission Beryl

"
When my board asks where we are on AI maturity relative to our competitors, I need an independent, evidence-based answer; not an internal self-assessment biased by whoever completed it.
CEO · Independent Agency
"
I want to stop feeling that AI investment is going into a black box where I cannot tell what changed or whether any of it mattered.
COO · Integrated Agency
"
I want to be seen as the leader who has a structured, evidenced view of AI maturity, not someone who can only gesture at activity and hope the board accepts it.
Chief AI Officer, PE backed Network Agency
Virginie Goupilleau

Founding Partner

Virginie Goupilleau

Founding Partner · Beryllium

20+ years in big holding groups, across senior roles at Omnicom and WPP. Deep expertise in agency operations, AdTech, programmatic, AI integration, and operating model design.

Twenty years building the operating models that connect marketing investment to measurable business value. The bridge between what a CMO promises a board and what a CFO will actually sign off on.

AdTech & Programmatic AI Integration Operating Model Design In-Housing Agency & Brand Side M-Shape Leadership
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Get In Touch

Ready to build for
the new marketing frontier?

Whether you're navigating AI adoption, in-housing media, or rebuilding your operating model, let's start the conversation.

Let's Talk