Brandtech's Pencil Launches 'Scribble', an AI Orchestration Layer for Marketers
Updated: 14 hours ago
Brandtech's AI marketing platform Pencil has launched Scribble, an AI 'orchestration layer' that reads a brief and routes tasks across AI agents and models — built on more than 500,000 marketing briefs and cutting time on repetitive jobs by 60–80% in testing.
What Brandtech Launched
The Brandtech Group has launched Scribble through its AI marketing platform Pencil, billing it as the first AI 'orchestration layer' built specifically for marketers. Rather than being another single-purpose tool, Scribble reads a creative brief and routes the work across a stack of AI agents and models — handling jobs like resizing, versioning and video remixing while keeping brand rules intact.
Alongside the launch, Pencil chief executive Will Hanschell was promoted to Group Chief Technology Officer at Brandtech, a signal of how central AI orchestration has become to the group's pitch.
The Numbers That Matter
Scribble is built on a dataset of more than 500,000 marketing briefs, and in testing Brandtech says customers cut the time spent on repetitive tasks — image resizing, for example — by 60–80%. Brands including Unilever and L'Oréal were among the testers.
That efficiency figure is the headline, but the more important shift is architectural: Scribble treats the brief, not the tool, as the starting point, and orchestrates whatever models can best deliver it.
Marketing Minute's Take
The industry has spent two years bolting on individual AI tools — one for copy, one for images, one for video. The problem is coordination: someone still has to move work between them and police the brand. An orchestration layer is the logical next step, and whoever owns it owns the workflow.
For Brandtech, that is the strategic prize. Tools are easy to switch; the layer that sits above them and runs the process is far stickier. This is a bid to become the operating system of AI marketing production, not just a supplier of parts.
What Businesses Should Do
Before buying more point solutions, audit where your team actually loses time — it is usually in the hand-offs between tools, not the tools themselves. The value increasingly sits in orchestration and governance, not in any single generator.
Smaller teams do not need enterprise software to apply the principle: write tighter briefs, standardise your brand rules so they can be applied consistently, and let automation handle the repetitive versioning while people focus on the idea.
Quick FAQ
What is Brandtech's Scribble?
Scribble is an AI 'orchestration layer' from Brandtech's Pencil platform that reads a marketing brief and routes the work across multiple AI agents and models, automating tasks such as resizing and video remixing while maintaining brand compliance.
How much time does it save?
Brandtech says testers cut time on repetitive tasks such as image resizing by 60–80%, with the tool built on a dataset of more than 500,000 marketing briefs.
Who has used it?
Brands including Unilever and L'Oréal were among those testing Scribble ahead of launch.
The real AI advantage in marketing won't come from any single clever tool — it'll come from the layer that ties them together and keeps them on-brand. Brandtech clearly sees that, and any business serious about AI production should be thinking about orchestration, not just generation. — Daniel Nikolla, Founder of Merx Marketing
The next AI advantage isn't a better tool — it's the layer that coordinates them and enforces your brand while doing it.
How much of your team's time disappears into moving work between disconnected AI tools?
If you would like to know more about this topic, please contact us on danieln@merxmarketing.co.uk
Sources: Campaign, Mediashotz and Roastbrief.
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Written by Daniel Nikolla, Founder of Merx Marketing Ltd and Marketing Minute
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