Committed Citizens targets marketing operations gap

A new consultancy, Committed Citizens, has launched with a focus on improving how marketing organisations operate, rather than delivering campaigns directly. The company aims to help chief marketing officers address inefficiencies that affect execution and performance.

Founded by Ben Scoggins and Tim Burley, the consultancy positions its offer around closing the gap between strategy and execution. Its approach centres on identifying and removing what it defines as operational drag, including inefficient workflows, underused technology, and misaligned teams.

Six-week cycles replace long transformation programmes

Committed Citizens structures its work into six-week cycles, in contrast to longer digital transformation programmes. Each cycle focuses on delivering measurable outcomes tied to operational improvements rather than strategic recommendations alone.

The founders report prior results across global brands, retailers, and wealth management firms. These include reducing campaign cycle times from three weeks to six days, achieving full adoption of new tools within teams, and cutting licence costs by 57 percent within 12 weeks.

Focus on execution amid AI adoption

The consultancy launches as interest in AI continues to grow across marketing. While automation forms part of its methodology, Committed Citizens positions it as a supporting element rather than the primary solution.

Ben Scoggins, co-founder, Committed Citizens: "I spent years running an agency and watching clients struggle with the same thing. It wasn't the creative or the media plan letting them down. It was the system underneath - how work actually flows through marketing teams. And nobody adequately addresses that. The problem is well documented - research from McKinsey and others consistently shows that around 70 percent of digital transformation programmes fail to deliver their intended outcomes."

Tim Burley, co-founder: "CMOs are under enormous pressure to prove commercial impact, to move faster and to make AI deliver. But most of the help available to them either addresses symptoms or asks for a leap of faith. We've built something designed to generate lasting value quickly. AI amplifies whatever system it enters which makes getting it right even more urgent."

Addressing systemic inefficiencies in marketing

Committed Citizens aims to support organisations in improving operational performance as marketing environments become more complex and fragmented. By focusing on internal systems and processes, the consultancy seeks to help teams deliver consistent outcomes while adapting to new technologies and increasing performance expectations.

www.committedcitizens.co.uk

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