Production companies want to work directly with brands, but that shift comes with real responsibility. Going direct-to-brand means taking on more than execution. It means stepping into strategy, diagnostics, and early thinking that agencies have traditionally owned.
In this episode, James talks with Sophie Bell about how her UK-based "production agency," Toast, is navigating that shift by using AI as a strategy engine. Toast intentionally positions itself between execution and strategy, and to support that model, they built StoryX, an internal AI-powered tool designed to help uncover real stories, identify white space, and develop campaign directions faster and with more confidence.
The conversation digs into why production companies can go direct-to-brand, what they must take responsibility for when they do, and how AI can support smarter diagnostics, early strategy, and better sales conversations. It also explores why pitching ideas is risky but necessary, how tools like StoryX help attract better-fit clients instead of chasing work, and what it looks like to use AI as a multiplier across marketing, sales, and delivery.
