Pencil Launches Scribble to Orchestrate AI for Marketers

Brandtech’s AI marketing OS Pencil launches Scribble, the first AI orchestration layer created for marketers, as Pencil CEO Will Hanschell is appointed Group Chief Technology Officer at Brandtech

Built using insights from more than 500,000 marketing briefs, Scribble harnesses the right AI agents, models and tools to help marketers turn a  brief into finished work‍‍‍‍

New York — 28 September 2026 — AI marketing platform, Pencil - a Brandtech Group company - today announces the public launch of Scribble, a new agent specifically built for marketers. The new launch is designed to make AI simpler and more useful for marketers – while keeping them firmly in control. 

AI is moving fast. For marketers, that means more AI models, agents and tools, and more decisions about what to use when, where and how. Scribble takes that complexity away.

Marketers give Scribble a brief, and it works out what needs to happen next, routing the work through the right agents, models and skills for the job. It removes the need for teams to work out which technology they need for each job and, instead, brings together the right capabilities to help manage the task from brief to execution.

Scribble reads the intent of a prompt or brief, picks the right agents and skills, sequences the steps, and runs the job in the background - from resizing and adapting assets to remixing video and creating different versions of creative, all while applying a brand’s existing guidelines.  The marketer is still in control, able to review the plan before it starts and edit the work once it’s produced, while still freeing up time for them to focus on the higher-value creative and strategic thinking around the work. 

Designed with enterprise brand compliance at the core, it seamlessly integrates with existing brand rules in Pencil’s Brand Library and can make use of any custom agents and skills marketers have created to fulfil brand-specific tasks.  Further functionality will be added towards the end of the year, at which point Scribble will have the capacity to link creative and media from the initial brief through to media buying.

Underpinning Scribble is Pencil’s dataset of more than 500,000 marketing briefs, which gives it an understanding of how real marketing work is structured and delivered.  During testing, customers saw a 60-80% reduction in time taken to complete repetitive tasks such as resizing images for common ad-placements or completing product swaps in images.

Alongside the tech launch, Will Hanschell, current Pencil CEO, has been appointed Chief Technology Officer of The Brandtech Group. Hanschell will lead the integration of the Group’s product strategy, technology roadmap, engineering talent and AI innovation under one unified direction, alongside his ongoing role at Pencil.

In addition to Pencil, which is central to Brandtech’s technology ecosystem, the group has multiple technology products including Share of Model, which analyses how AI models perceive brands and surfaces insights on how to influence that perception.

Hanschell will oversee how Brandtech continues to expand and align its suite of technology products, making it seamless and easy for clients to drive brand growth with scaled AI technology.

Will Hanschell, Chief Technology Officer at The Brandtech Group and CEO at Pencil, says, “Scribble as a marketing-specific agent harness represents a real step forward for AI use in enterprise marketing. Scribble allows Pencil to operate as a high-volume agentic factory, in addition to a power tool for creative people. It’s now easier than ever for agency and marketing teams to both reactively answer briefs and proactively drive growth with AI. As I take on my new role as Chief Technology Officer at The Brandtech Group, I’m excited to build on this work across the Group, with Pencil at the heart of a wider technology ecosystem designed to help clients drive growth with AI. Companies like Unilever and L’Oréal have been applying Scribble to real-world briefs throughout the testing phase with strong results, and we are proud to ship a product that is built by marketers, for marketers.”

Dan Whaley, VP Product at Pencil, says, “Marketers don’t have time to keep up with the pace of change in generative AI, and Scribble is a direct response to this issue. The application layer allows marketers to move their unit of work from the prompt to the brief, allowing them to manage multiple jobs with more time to spend on creative work.  We’ve already seen exceptional results from the brands using it now, and Scribble will only get smarter with use.”

Rebecca Sykes, Partner and Head of Emerging Technology at The Brandtech Group, says:“The best technology should keep marketers one step ahead, creating an unfair advantage. Pencil has been doing that since 2018 and Scribble is the next evolution. As AI becomes more capable at handling complexity, marketers don’t need to learn how to operate tools, they need to assess, judge and guide the outputs of technology that can work on its own. Scribble brings the right AI agents, models and skills together around a brief, while keeping marketers in control. That’s what AI transformation should look like: the best technology working behind the scenes so people can focus on creativity, ideas and growth.”

Deniz Caglar Dogan - Gen AI Global Capability Lead at U-Studio, OLIVER says: “Before, one person on my team spent four to six hours building a detailed storyboard. With Scribble we get to the same quality in minutes. The difference is that I no longer navigate the platform and activate each agent, tool or model myself. Scribble runs it and orchestrates everything on one surface.”

Clients retain ownership of IP generated through Scribble, with Pencil developing ways for creatives and agencies to monetize their contributions to its learning.