Background

AI for Creative SMEs: Faster Output Without Losing Your Voice

Creative businesses don't need AI to "be creative". They need AI to reduce the admin and blank-page drag that slows delivery: proposals, scopes, first drafts, repurposing, and turning feedback into actions.

 

The goal isn't generic output. The goal is speed with standards: clear brand voice, consistent quality checks, and a human-led creative director role at the centre.

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Where AI Creates the Biggest Creative Advantage

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Brief-to-routes

Generate multiple angles quickly, then have your team select and elevate the strongest.
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Brand voice consistency

Rewrite content to match voice, tone and structure using your rules and examples.
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Proposal scoping and drafting

Draft deliverables, assumptions, exclusions and timelines faster - and more consistently.
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Repurposing at scale

Turn one strong asset into a content set without "message drift".
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Feedback and amends

Summarise client feedback into priorities, decisions needed, and open questions.
Real-World Stories

WPP Open and Google Gemini Accelerating Production Timelines

 

WPP (a UK-headquartered creative group) has described how its AI operating platform WPP Open, integrating Google's Gemini models, is designed to speed up creative workflows end-to-end. In Google's write up, the claimed operational impact is a "radical acceleration" of production timelines - shifting campaign delivery from "months to days".

 

Why This Matters for SMEs: The same approach applies to agencies and studios: compress the "first draft" cycle (concepts, routes, copy, proposals, repurposing) so senior creatives spend time refining - not starting from blank.

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Source: Think with Google (UK)
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Prompt Pack for Creative and Media Services

Each of the below prompts follows the C.G.S.E. (Context. Goal. Source. Expectation) Framework.

Context: We're a creative agency delivering a campaign for a Greater Manchester SME.

Goal: Propose 3 distinct creative routes.

Source: Use only the brief attached and the branding pack provided by the client.

Expectations: For each route include: concept, message, audience, tone, channel ideas, risks. Avoid clichés.

Context: We need headline options for our April campaign.

Goal: Generate five headline options at a max of 6 words each.

Source: Use only the brief and brand rules.

Expectations: Include 2 "safe", 2 "bold" and one "punchy" headlines. Keep within brand voice.

Context: This copy must match the brand's tone consistently.

Goal: Rewrite in our brand voice.

Source: Use the copy below and brand guidelines attached.

Expectations: Keep meaning. Similar length. Flag any claims that need proof.

Context: We're sending a proposal to a prospective client.

Goal: Draft a proposal structure..

Source: Use only the scope notes below.

Expectations: Headings: Objectives, Approach, Deliverables, Timeline, Assumptions, Exclusions, Success metrics, Next steps. Professional but approachable tone.

Context: We need multi-channel outputs from one core asset.

Goal: Create repurposed content.

Source: Use only the source content attached.

Expectations: 6 LinkedIn posts, 6 short captions, 3 email subject lines, 1 short newsletter intro. Keep tone consistent. 

Context: Feedback is scattered and we need clarity.

Goal: Summarise into an actionable list.

Source: Use only the feedback notes below.

Expectations: Sections: Changes agreed, Priorities, Decisions needed, Open questions. Draft a suggested next steps email.

Context: Create a simple calendar for a Greater Manchester audience.

Goal: Build a 4-week content campaign.

Source: Use only the campaign themes below.

Expectations: Table with: date, channel, topic, hook, CTA, asset format. Keep workload realistic for a team for 2.

Context: We need to communicate a scope change without conflict.

Goal: Draft a scope change email.

Source: Use only facts below and scope change notes attached.

Expectations: Calm, clear, accountable. Include impact, options, and recommendation. 

Context: We want a case study draft from project notes.

Goal: Create a case study structure.

Source: Use only notes and results attached.

Expectations: Challenge, Approach, Deliverables, Results, Quote placeholders, Next steps CTA. No invented metrics. Highlight any testimonials.

Context: We need a short edit for socials.

Goal: Create a 60-90 second script.

Source: Research for information on this topic.

Expectations: Strong hook, 3 key points, CTA. Keep speaker's tone friendly and natural.

AI Governance

Apex Helps You Build a Safe and
Effective AI Environment

 

At Apex, we can support you with:

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Microsoft 365 Copilot adoption and optimisation
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AI governance and policy creation
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Shadow AI elimination strategies
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Secure deployment of Microsoft tools
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Data protection and compliance alignment
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Hand-on staff training
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Tailored use-case development
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Ongoing monitoring and optimisation
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Common Issue and How to Avoid Them

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Protect Client IP

Don't upload client assets into unapproved tools.
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Avoid Generic Output

Always include constraints, audience, tone rules, and examples.
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Rights and Usage

Agree internally what AI is allowed to support (ideation vs final outputs).

A Sensible 30-Day Starting Plan

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Week 1

Pick 2 workflows and define success measures
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Week 2

Create templates and approval steps
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Week 3

Pilot with one team, measure time saved and rework reduction
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Week 4

Standardise what worked and expand safely
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