What The Brandtech Group does

The Brandtech Group is a privately-held, New York-headquartered marketing technology group founded in June 2015 by David Jones, former Global CEO of Havas, and rebranded from You & Mr Jones in January 2022. It positions itself as the world's leading generative AI marketing group, operating a portfolio of specialized subsidiaries including Pencil (Gen AI marketing platform), Jellyfish (digital and performance marketing), Oliver (in-housing agency), Collectively (creator marketing), Acorn-i (e-commerce SaaS), Gravity Road (content and social), Brandtech Consulting, 55 (data analytics), Mobkoi (mobile marketing), Mofilm (filmmaker community), and DP6 (LatAm data science). The group serves 8 of the world's top 10 and 60 of the top 100 global advertisers, with named enterprise clients across consumer goods, technology, luxury, financial services, healthcare, automotive, and food and beverage.

The core technology is Pencil, a Gen AI marketing platform created in 2018 that aggregates multiple large language and image models (GPT-4, Google PaLM 2, Gemini, DALL-E 3, Adobe Firefly, Runway, StabilityAI) and uses $2.65 billion in cumulative media spend as a predictive performance layer. Pencil generates end-to-end ad creative (insights, personas, copy, images, video) and integrates directly with ad platforms (Facebook, Instagram, TikTok, YouTube) and with Adobe Firefly Services. Proprietary modules include Bias Breaker (ethical AI layer), Share of Model (LLM brand-mention analysis), and an agentic workflow version of Pencil.

The business model combines enterprise SaaS subscriptions (Pencil and Pencil Pro for major global brands with enhanced data ring-fencing and IP protection), managed services through Oliver's in-housing teams embedded inside client organizations, performance marketing services through Jellyfish, e-commerce SaaS through Acorn-i's Ignite platform, and strategic consulting through Brandtech Consulting. Pricing is enterprise, custom-quote-based with annual billing for Pencil Pro. Distribution mixes direct enterprise sales led by regional CEOs, a self-service Pencil platform, embedded in-housing teams, and channel partnerships with BCG and Adobe. The group reports revenue of over $1 billion with 7,000+ employees globally following the 2023 Jellyfish and Pencil acquisitions, and raised $115 million in March 2024 at a $4 billion valuation.

Name

The Brandtech Group

Legal name

The Brandtech Group LLC

Website

https://thebrandtechgroup.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

101–250 employees

Short description

The Brandtech Group is a privately-held marketing technology group that delivers generative AI marketing software and services through subsidiaries like Pencil, Jellyfish, Oliver, and Collectively to the world's largest advertisers, including 8 of the top 10 global brands.

Ownership category

akta.pro rank

Product category

Generative AI Marketing Technology

NAICS

Advertising Agencies (541810), Software Publishers (5132)

SIC

Services-Advertising Agencies (7311), Services-Advertising (7310)

akta.pro primary industry

Marketing Technology, AdTech & MarTech Services (BPAFAAAN)

akta.pro secondary industries

End-to-End Enterprise AI Platforms (MLOps & Model Lifecycle Management) (HDAEANAA), Performance Marketing Automation & Bid Management Services (MPAAACAM), AI Application Enablement Platforms (Copilot/Agent Frameworks, SDKs) (HDAEANAJ)

Keywords

• Generative AI marketing
• Digital marketing technology
• In-housing marketing services
• Performance marketing platforms
• Creator economy marketing

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices9 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

Personnel, Technology or R&D, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Platform/SaaS Subscriptions: Subscription-based revenue from Pencil and Pencil Pro Gen AI marketing platform; enterprise clients pay for access to AI generation, predictive analytics, and creative optimization tools. Pencil Pro specifically designed for major global brands with enhanced data security and brand safety features.
2. Professional Services: Consulting and implementation services including Gen AI transformation, ethical AI sprints, and strategic advisory. Brandtech Consulting and Oliver provide in-housing support and AI workflow integration.
3. Managed Services (In-housing Model): Oliver's in-housing model embeds teams within client organizations to build internal digital marketing capabilities. Represents significant revenue stream as brands increasingly adopt in-house AI content studios.
4. E-commerce Technology: Acorn-i platform provides e-commerce analytics, retail media, and SaaS solutions across direct-to-consumer and marketplace channels with approximately 100 clients across five continents.

Pricing tiers

Go-to-market motion4 records

Distribution channels5 records

Marketing channels8 records

Core offering

The Brandtech Group is a generative AI marketing technology group that sells the Pencil end-to-end AI marketing platform (with an enterprise Pencil Pro tier) and delivers AI-enabled marketing services through subsidiaries including Oliver (in-housing), Jellyfish (performance marketing), Collectively (creator marketing), Acorn-i (e-commerce SaaS), Brandtech Consulting, Gravity Road, and others. It serves 8 of the top 10 and 60 of the top 100 global advertisers with proprietary AI tooling that generates, predicts, and optimizes digital ad creative at scale across text, image, and video formats.

Product overview

The Brandtech Group is the world's leading generative AI marketing group, operating a portfolio of specialized companies under a unified technology-forward umbrella. The core platform is Pencil, the #1 generative AI marketing platform created in 2018, which provides end-to-end ad generation from insights through to text, images, and video with predictive performance capabilities. Pencil Pro is the enterprise version with enhanced brand safety and IP protection. Oliver provides in-house digital marketing capabilities, while Jellyfish delivers performance marketing and the Share of Model product for LLM brand analysis. Collectively offers influencer/creator marketing with tools like Chorus and the Gen AI Residency Program. Acorn-i provides AI-driven e-commerce technology through its Ignite platform. Brandtech Consulting serves as the strategic innovation arm. The group also includes Gravity Road, 55 (data analytics), Mobkoi (mobile marketing), DP6 (LatAm data science), and Mofilm (filmmaker community). All operate together leveraging shared Gen AI technology, with 8 of the world's top 10 global advertisers and 60 of the top 100 as clients.

Differentiator

Problem solved

Functional benefit

Brands

• Pencil: World's #1 generative AI marketing platform for end-to-end ad and asset generation, created in 2018, made over 1 million ads across 5,000 brands with $1BN+ media spend flowing through the platform enabling performance predictions. Only Gen AI marketing company named by Fast Company as Most Innovative Company 2024.
• Pencil Pro
• Oliver
• Jellyfish
• Collectively
• 55
• Acorn-i
• Gravity Road
• Brandtech Consulting
• Mobkoi
• DP6
• Mofilm

Products and services

• Pencil The world's #1 generative AI marketing platform that enables end-to-end generation of ads and marketing assets — from insights and target personas through to headlines, copy, images, and video at scale. Made 5 million+ ads across 5,000+ brands with $2.65B in media spend powering predictive performance capabilities; integrates directly with Facebook, Instagram, TikTok, and YouTube ad accounts.
• Pencil Pro Enterprise-level version of Pencil designed for major global brands with greater tailoring to brand guidelines, data ring-fencing, privacy, and IP protection. Integrates with Adobe Firefly Services for enhanced creative production workflows including Photoshop and After Effects interoperability.
• Share of Model Jellyfish product that uses large language models to analyze how often AI platforms mention a brand compared to competitors and translates those insights into targeting signals for Google Performance Max campaigns. Delivered 20% lift in sales volume, 45% increase in conversions, and 156% improvement in ROAS for PMI over a 90-day campaign.
• Acorn-i (Ignite) AI-driven e-commerce technology company providing the Ignite self-service SaaS platform with e-commerce analytics, insights products, and AI-powered retail media capabilities across Amazon, Shopify, Google, Facebook, TikTok, Walmart, and Instacart. Serves approximately 100 clients across five continents.
• Bias Breaker Proprietary technology integrated with Pencil that adds probability-backed inclusivity layers to prompts, addressing bias in Gen AI image generation across age, race, ability, gender identity, and religion. Shipped as part of an Ethical Gen AI package including an ethical AI policy blueprint.
• Gen AI Carbon Calculator Carbon footprint calculator developed with Scope3 to measure environmental impact of Gen AI use cases for text-to-image and text-to-text marketing applications, including measurement of electricity and embodied emissions.
• Oliver (In-Housing Services) Pioneer and global leader in building in-house digital marketing capabilities for global brands. Repeatedly recognized by Adweek as the world's fastest growing large agency. Embeds teams inside client organizations to build internal digital marketing capabilities including in-house Gen AI content studios. More than tripled in size since joining Brandtech.
• Jellyfish (Digital & Performance Marketing Services) One of the world's leading digital and performance marketing companies with unparalleled levels of expertise and accreditation across all leading technology platforms including Google, Amazon, and Salesforce. Created the Share of Model platform to help brands understand how they are perceived by Gen AI platforms.
• Collectively (Creator Marketing Services) Full-service influencer and creator marketing firm at the forefront of the Creator Economy revolution, powered by proprietary technology, data analytics, and management tools including the Chorus creator discovery platform. Drives disruption by collaborating with Gen AI artists and creators through the Gen AI Residency Program.
• Brandtech Consulting The group's strategic innovation company working in partnership with clients to turn strategy into action at speed and create lasting impact for brands. Expert in technology, purpose, and innovation.
• Gravity Road (Marketing, Media & Content Services) Marketing, media, entertainment and technology content creation agency expert in generative AI innovation using a platform-first approach. Campaign's Global Social Media Agency of the Year 2023 and Digital Innovation Agency of the Year multiple times.
• 55 (Data Analytics Services) Global data company created by former senior management team of Google Southern Europe that applies advanced data analytics and AI technology to maximize marketing and commercial outcomes. Led the Gen AI environmental impact study with Scope3.
• Mobkoi (Mobile Marketing Services) Leading premium mobile marketing specialist that buys directly from publishers to deliver clients' messages in brand-safe, select environments via tailor-made creative with transparent performance analytics.
• DP6 (LatAm Data Analytics Services) LatAm-based data analytics and marketing science specialist leveraging technology where humans and AI work together to enhance performance for brands across the Latin American market.
• Mofilm (Filmmaker Community) Tech-enabled dispersed global community of more than 10,000 filmmakers, including Web3 creators and generative AI artists — described as the world's most diverse creative department for brands.
• Gen AI Residency Program Collectively-run program bringing the world's top Gen AI creators into marketing applications. Specialisms include product photography, consistent characters, textures, fantastical imagery, photorealism, motion in statics, AI animation, and zero-to-one video generation.

Quantifiable outcome

• 40% performance uplift in ad campaigns using Pencil-generated content versus baseline
• +8 more outcomes

Named customers15 records

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration12 records

AI capability13 records

Feature6 records

Partnerships

Eight partnerships are on record, tiered core and minor.

• World Federation of Advertisers (WFA)coreStrategic or Co-development Partner · 1 January 2026WFA AI & Technology Strategic Partner 2026. Brandtech is the sole strategic partner designated by WFA for AI and technology guidance to global advertisers.
• Association of National Advertisers (ANA)coreStrategic or Co-development Partner · 1 January 2026ANA AI & Data Partner 2026. Brandtech is the sole AI & Data Partner recognized by ANA, the national trade association for digital media and marketing industries.
• Boston Consulting Group (BCG)coreStrategic or Co-development Partner · 20 May 2025Global strategic partnership between BCG and Pencil (Brandtech's Gen AI platform) to accelerate enterprise adoption of AI in marketing. Combines BCG's AI transformation and organizational change expertise with Pencil's Gen AI technology. Helps CMOs move from experimentation to full-scale AI deployment, driving efficiency gains and measurable business results. Joint go-to-market with complementary service offerings.
• Scope3minorStrategic or Co-development Partner · 15 May 2025Collaboration with Scope3 to create white paper and carbon calculator measuring environmental impact of Gen AI marketing use cases. Phase 1 focuses on static digital campaigns (text-to-image) and e-commerce product page content (text-to-text). Scope3 CEO Brian O'Kelley joined in unveiling at ANA Committee Meeting. Brandtech also announced minority investment in Scope3.
• AdobecoreTechnology or Integration · 12 December 2024Integration of Adobe Firefly Services into Pencil Pro platform. Brands using Pencil Pro gain seamless access to Adobe creative tools (Photoshop, After Effects) and Gen AI foundation models. Partnership backed by Adobe's quality, trust, and brand safety. Firefly has driven over 9 billion generations, making it the most popular AI image generation model for safe commercial use. Includes interoperability for .psd and .ae file formats.
• Northwestern UniversityminorStrategic or Co-development Partner · 31 October 2024Partnership with Northwestern University's Master of Science in Communication Program. Graduate students given full access to Pencil Gen AI platform as part of curriculum. Students create campaigns for Sharing Excess nonprofit. Top performers may secure internships with Brandtech. Certification program with Pencil Pro badge via LinkedIn.
• Gen AI Creators CommunityminorOthers · 16 July 2024Gen AI Residency program run by Collectively brings world's top Gen AI creators (Salma Aboukar, James Gerde, Ryan Phillips) to explore creative possibilities in marketing. Specialisms include product photography, consistent characters, textures, fantastical imagery, photorealism, motion in statics, AI animation, and zero-to-one video generation.
• One Young WorldminorOthers · 1 January 2015Co-founded by David Jones and Kate Robertson in 2009; Brandtech has given equity in the company to the non-profit so when Brandtech does well, One Young World benefits. Not-for-profit organization empowering brilliant young leaders to drive change.

Scale indicators16 records

Recent moves7 records

Expansion highlights5 records

Broad incumbents

• Dentsu: Global advertising and marketing services group; former Dentsu UK & Ireland Group CEO Angela Tangas joined Brandtech as Chief Strategy Officer, reflecting direct competition for talent and enterprise clients in digital and AI-driven marketing services.
• Havas: Global marketing and communications group; David Jones (Brandtech founder) and several other Brandtech partners are former Havas executives, and Havas competes directly for media, creative, and AI transformation mandates from shared global advertisers.
• Accenture Song: Accenture's creative, digital, and marketing transformation arm; Lisa De Bonis (Brandtech UK CEO) was formerly MD of Accenture Interactive UK & Europe, and Accenture Song competes for the same AI transformation consulting mandates now being addressed by the BCG-Brandtech partnership.
• IPG (Interpublic Group): Holding company behind McCann, FCB, Mediabrands, and the Interact platform; competes for AI marketing transformation work from Fortune 500 advertisers and offers integrated data, media, and creative capabilities that overlap with Brandtech's portfolio.
• Omnicom Group: Holding company behind BBDO, DDB, TBWA and the Omni and ArtBotAI platforms; competes with Brandtech for global enterprise marketing budgets and is rolling out Gen AI creative capabilities across its agency networks.
• WPP: World's largest advertising holding company (Ogilvy, VMLY&R, GroupM) investing heavily in AI marketing platforms; Brandtech's ex-employees (Jeff Matisoff from WPP/Eightbar) and shared enterprise clients put WPP in direct competition for AI transformation mandates at the same global advertisers.
• Publicis Groupe: Global advertising holding company operating Publicis Sapient, Leo Burnett, Saatchi & Saatchi and a large data/tech practice; invested over €100M into CoreAI for Gen AI-powered marketing operations and competes with Brandtech for the same Fortune 500 advertiser relationships.

Direct peers

• Typeface: Enterprise Gen AI content platform for marketing teams offering brand-personalized content generation; raised $165M from Salesforce Ventures and Lightspeed and competes head-to-head with Pencil for Fortune 500 Gen AI creative budgets with similar brand-template and personalization features.
• Jasper: Enterprise Gen AI marketing content platform focused on brand-governed AI-assisted content creation for marketing teams; competes directly with Pencil in the Gen AI marketing platform category and serves overlapping Fortune 500 marketing organizations.

Emerging players

• Persado: Enterprise Gen AI platform for marketing language and message optimization, delivering measurable performance lifts across digital channels; competes with Pencil's predictive copy and performance capabilities for Fortune 500 marketing and CX budgets.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/brandtechgroup
• LinkedInlinkedin.com/company/the-brandtech-group
• Facebookfacebook.com/brandtech.media.group

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles21 records

Subsidiaries13 records

Funding overview

Funding rounds3 records

Investors5 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A11 records

Investments1 record

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about The Brandtech Group