mark-making*'s AI transformation with Spark AI
mark-making* is a B2B brand and strategy agency specialising in regulated industries such as financial services. With a lean, focused team, they deliver high-quality strategic thinking and creative execution for clients navigating complex market conditions.
The challenge
Like many agencies and consultancies, mark-making* felt growing tensions around AI:
Tool overload: The team was overwhelmed by the number of AI tools available and unsure where to invest their time and focus.
No clear starting point: Leaders recognised AI’s significance and potential, but lacked a strategic plan or roadmap for adoption.
Sceptical and uneven adoption: Some team members were keen, but others were hesitant. AI use was fragmented, with no use policy in place.
Client expectations rising: Clients had started asking questions about AI. The team needed a clear, confident narrative around its use and governance.
"It seemed like everyone else was doing something with AI. But we didn’t want to just ‘dabble.’ We needed something grounded and relevant to how we actually work."
Ali Williams, Co-founder, mark-making*
How Spark AI helped
Spark AI delivered a high-impact, 3-month AI Accelerator programme, tailored to mark-making*’s strategy-led culture and highly regulated client base, enabling the agency to move forward with clarity and confidence.
We helped the co-founders of mark-making* define what responsible, valuable AI adoption looked like for their business – grounded in their existing strengths and client needs. We devised a six-month roadmap, aligning AI use-cases with their strategic positioning, client relationships, and talent model.
For the strategy and creative teams, the programme built practical fluency fast. Strategists moved from cautious experimentation to confidently using AI for research, insight generation, and narrative development. Creatives began integrating AI into their workflows – using it for ideation, testing, and iteration – without sacrificing their exacting standards.
The transformation went beyond skills to mindset. AI became part of the team's natural workflow – something they own, with shared language, specific standards, and clear governance. AI is no longer a distraction, but a disciplined part of how the team works.
The program has fundamentally changed how mark-making* thinks, collaborates, and delivers value to clients.
Mindset shift: Team members no longer view AI as overwhelming or abstract. Instead, AI is a practical tool, embedded in the agency’s daily operations.
Cross-team alignment: Training and coaching helped the entire agency develop a shared approach, with teams using common tools, language and expectations across disciplines.
Sharper strategic focus: The programme helped mark-making* clarify what matters most, aligning AI adoption with their competitive edge, their business strategy and positioning.
Increased client confidence: With a clear governance framework and team-wide capability, mark-making* is communicating proactively about AI with clients – especially in regulated sectors – about how and where AI is (and is not) used.
"It galvanised our team at exactly the right moment. Everyone now feels invested and excited about where we’re heading."
Ali Williams, Co-founder, mark-making*
The return on investment
Time saved: Admin, proposal writing and internal documentation is now noticeably faster and more consistent
Operational wins: Policies, reports, and onboarding documents are created in half the time
Team engagement: Participation and staff morale are high across departments
Client value: Client-facing teams deliver faster insights and clearer briefs, boosting perceived value
The impact
mark-making* now operates with an AI strategy that enhances and supports their creative and strategic thinking. AI is embedded across the agency, with clear guardrails in place. They moved from AI noise to focused capability – in just 3 months.
Their advice to others
"We were becoming overwhelmed by AI – unsure what to prioritise or how to make progress. Spark helped us cut through that noise and build something useful, relevant, and grounded in how we actually work."
Could this work for your team?
Whether you lead an agency, brand team or consultancy, Spark AI helps you build capability where it matters.
Download the AI Accelerator Brochure or book a call to start your transformation.
