PUBLISHED DATE: 2026-06-27 04:00:25

Anyone Can Prompt and Create an Image. We’re Cracking Print and Building an Agency Out of Agents.

The Imperative For Change

Imperial Brands wants marketing execution to accelerate brand-building, not slow it down. The scope of this challenge and the margin for error is pretty unforgiving: 21 brands, sold all around the world, in one of the most regulated industries, where every point-of-sale asset must clear country-by-country legal and category rules.

Today’s agency-led model strains under all of it. Toolkit production, localisation, transcreation and motion are slow and expensive. It often takes months from brief to in-store execution. Localisation drains creative capacity and budget alike. The pace has mattered even more in recent years: less-regulated Next-gen product categories are heavily competitive (e-vapour, heated tobacco, nicotine pouches) and demand a speed the incumbent model cannot deliver.

Off-the-shelf SaaS and tools are unsuitable for this challenge, and so is direct AI use.

The Transformative Solution Visualized

Anyone can prompt an image model. The real challenge here are print-ready POS materials that hold up in stores for months, respects every brand world without flattening them, and staying fully editable along the way, even after exporting.

We are creating an AI on-demand agency:
  1. Asset assembly, not raw generation. Engineered for the brand and regulatory precision print demands.
  2. Built for shapes, not squares and rectangles. Posters, wobblers, dispensers, 3D glorifiers, custom die-cuts.
  3. Native layered output. Fully editable files, every element on its own layer.
  4. One platform, many brand worlds. Each identity, voice, visual library, denylist etc. are preserved natively.
  5. Compliance as a first-class layer. Health warnings, regulatory copy and cultural guardrails.

The Future Business Value Opportunity

When fully scaled, the platform resets the economics of marketing production across the portfolio.

Speed at low cost:

Targeting 70%+ reductions in production costs and 90% faster time-from-brief-to-asset.

Scale & Reach:

Multiplying the volume of compliant, market-ready POSM and motion assets, so every market operates with the creative firepower of Imperial’s largest hubs.

Strategic Creative Lift:

Freeing teams from repetitive production and artworking to focus on disruptive POSM innovation and the next wave of brand-building, turning marketing production from a cost centre into a growth engine.

Google Sales Leadership: Andrea Williamson/Saadia Hakim-Monero
Imperial FSRs: Arameh Mehrabi, Andy Kenney, Manjeet Garcha
Sales: Nathan Thompson, Salianne Brown
Delivery: Jakub Vackar
Alliance BD: Tim Puddefoot

Customer Profile:

Imperial Brands plc is a FTSE 100 global consumer goods company with a portfolio of 21 iconic combustible and Next Generation Product (NGP) brands, including Davidoff, JPS, Winston, West, Gauloises, Rizla, Blu and Pulze and sold across 50+ markets to millions of adult consumers worldwide.

Vertical:

Consumer Products

Country:

UK (EMEA)