UK brand consultancy Propaganda is investing a six-figure sum in a new proprietary AI system to analyse three decades of strategic intelligence across the firm’s case history. The firm has tapped digital consultancy Audacia to help build the new platform.
Craig Harrold, managing director at Propaganda, commented, “For 30 years we’ve built a body of knowledge around what actually drives brand growth and valuation. Not theory, but real-world transformations across sectors. This six-figure investment allows us to protect, interrogate and scale that intelligence. Augmenting and enhancing our consulting team, process and impact. As AI continues to reshape the consultancy and marketing landscape, our clear position is that intelligence should be re-engineered, but judgement remains human.”
Propaganda is the only brand consultancy to be accepted as members of the Management Consultancies Association (MCA) – the national representative body for management consultancy firms in the UK – and has been recognised as a top consulting firm by Consultancy.uk. For over 30 years, the firm has worked with entrepreneurial, challenger and leading brands to transform their businesses.
The Leeds-based independent brand consultancy has appointed digital transformation specialist technology consultancy Audacia to engineer and build its proprietary AI-enabled strategic intelligence platform. Audacia is a technology partner trusted by clients including Honda, MRHA (Medicines and Healthcare products Regulatory Agency), ENGIE and Saint-Gobain.
“Appointing Audacia ensures we’re building this platform with the robustness, governance and engineering discipline it deserves,” Harrold added. “Creating a proprietary strategic asset that strengthens our ability to drive value creation for our clients.”
By integrating Propaganda’s proven frameworks and consulting team with advanced AI architecture, the platform will benefit clients’ brands and the private equity partners. It will activate thousands of proprietary insights generated across decades of brand transformations, interrogating patterns, pressure-test positioning, and accelerating value creation with greater rigour and speed.
Audacia will leverage their experience in building secure, custom AI systems across regulated and complex sectors including healthcare, telecoms, industrial and defence – environments where precision, governance and performance are non-negotiable. Rather than deploying off-the-shelf AI tools, Propaganda’s platform is purpose-built as a bespoke strategic engine – one that enhances human judgement rather than replacing it.
Philip White, managing director at Audacia, added, “There’s a lot of noise around AI adoption right now. It’s easy to default to generic LLM tools to automate what’s gone before. What impressed us about Propaganda is their clarity of purpose – they’re not looking to replace strategic thinking; they’re looking to augment and compound it. Our experience building secure intelligence platforms for blue-chip organisations means we understand how to engineer systems that enhance human decision-making in high-stakes environments. This programme embodies that approach.”
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