Leeds brand consultancy Propaganda has appointed digital transformation specialist and tech consultancy Audacia to engineer and build its proprietary AI-enabled strategic intelligence platform.
Audacia will bring its expertise as a technology partner trusted by leading organisations including Honda, MRHA (Medicines and Healthcare products Regulatory Agency), ENGIE and Saint-Gobain to the “six-figure” partnership.
Propaganda said the appointment marks the latest step in its long-term ambition to scale and compound the insight generated through its 30-year Discovery methodology – a consultancy process that has helped businesses drive growth, reposition for premium markets, and enhance exit multiples.
By integrating Propaganda’s frameworks and consulting team with AI architecture, the platform aims to benefit clients’ brands and private equity partners alike. It will activate thousands of proprietary insights generated across decades of brand transformations, interrogating patterns, pressure-test positioning, and accelerating value creation with greater rigour and speed.
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Audacia will leverage their experience in building secure, custom AI systems across regulated and complex sectors including healthcare, telecoms, industrial and defence – environments where precision, governance and performance are non-negotiable.
Rather than deploying off-the-shelf AI tools, Propaganda’s platform is purpose-built as a bespoke strategic engine – one that enhances human judgement rather than replacing it.
Craig Harrold, managing director at Propaganda, said: “For 30 years we’ve built a body of knowledge around what actually drives brand growth and valuation. Not theory, but real-world transformations across sectors. This six-figure investment allows us to protect, interrogate and scale that intelligence. Augmenting and enhancing our consulting team, process and impact.
“As AI continues to reshape the consultancy and marketing landscape, our clear position is that intelligence should be re-engineered, but judgement remains human. Appointing Audacia ensures we’re building this platform with the robustness, governance and engineering discipline it deserves. Creating a proprietary strategic asset that strengthens our ability to drive value creation for our clients.”
Philip White, MaD at Audacia, added: “There’s a lot of noise around AI adoption right now. It’s easy to default to generic LLM tools to automate what’s gone before. What impressed us about Propaganda is their clarity of purpose – they’re not looking to replace strategic thinking; they’re looking to augment and compound it. Our experience building secure intelligence platforms for blue-chip organisations means we understand how to engineer systems that enhance human decision-making in high-stakes environments. This programme embodies that approach.”
Propaganda added that the move reflects a broader shift in private equity and investor markets, where intangible assets, narrative clarity and organisational alignment increasingly influence valuation multiples. The platform investment, it said, represents the evolution of Propaganda’s Brand Discovery methodology into a technology-enabled strategic ecosystem to protect and compound intellectual property over time.
The platform will be rolled out across selected client engagements in the coming months, with phased development in partnership with Audacia as capabilities expand.
