We believe the best strategic and creative work is born from connection, messiness, and play. When teams genuinely click and jam together, the work isn't just more productive—it's significantly happier and a lot less naff. For us, the joy of this craft has always been in uncovering weird, deeply human truths and colliding them in unexpected ways.
The Algorithm Problem
Right now, our industry is navigating a massive shift. The digital and AI tools at our disposal are incredible for baseline efficiency, but they are also driving work toward a sterile, predictable consensus. Recent research confirms what many of us feel: because foundational AI models are trained on the same global data, their "creative" outputs naturally converge on the safest, most statistically average answer.
The models aren't wrong, but in marketing, a safe average is a death knell. As brand growth theorists like Byron Sharp have proven, it is distinctiveness that builds mental availability and drives growth.
We don't want to reject these new tools, but we refuse to let our work—or our days—be flattened by them. The Scovells is our way of figuring out how to work right now: using modern tools without sacrificing the joyful friction, diversity, and distinctiveness that actually makes marketing work.
Our Space
The Scovells is a professional and personal passion project born of our shared experiences in Marketing across the globe. Think of it as our open-source test kitchen.
We believe the best way to figure out the future of our craft is by making things, breaking them, and sharing the process. We mix raw, human data with digital capabilities to see what happens. Sometimes it’s brilliant; sometimes it’s a mess.
Doing it in the Open
- Creative Commons: Our frameworks, prompts, and written tools are free to use.
- Public Workspaces: We share the raw files—Notion templates, Miro boards, and MVP apps—so you can fork them for your own team.
- Building in Public: We share the failed experiments alongside the successful ones.
We hope you'll pull up a chair, take our toys apart, and build something new.