Westcoast: Future‑ready performance powered
by AI
Following a long-standing partnership with Westcoast, we recognised the need to proactively adopt AI to support the next chapter of their journey. We launched Accelerate Impact, a strategic AI transformation to equip the CMO to lead on AI, and position Westcoast as the distributor of choice for vendors demanding measurable ROI.
AI wasn’t a gimmick: we embedded it with purpose across automation, optimisation and enhancement to solve real challenges in a fast‑evolving market and deliver tangible results across the marketing function.
Transforming marketing effectiveness through AI
We started with deliberate, data‑led foundations, analysing performance dashboards, service lines, timelines and operational metrics to pinpoint where AI could have the biggest impact. From this, we implemented three core pillars:
- Automation to drive efficient ways of working (hands‑on prompt‑engineering enablement for the team)
- Optimisation to improve effectiveness (custom models trained on Westcoast brand, audience and campaign data to raise brief and copy quality)
- Enhancement to unlock innovative ways of working (AI‑assisted creative, SEO uplift, and experimentation)
The intent was clear: help Westcoast deliver more value to vendors, protect and grow MDF, and strengthen day‑to‑day collaboration, all underpinned by ethical governance throughout.
Prove the value. Build confidence. Scale with intention.
The program began with a structured pilot to validate the impact of AI on live workflows. Models were trained on brand guidelines, historic campaigns and audience insight to ensure outputs felt authentic and vendor‑ready from day one.
Workshops across the marketing team enabled adoption quickly, with ongoing pulse feedback informing further training and refinement. As confidence grew, we scaled AI from isolated use cases to a fully embedded operating model, supporting everything from content creation to digital optimization and creative enhancement.
Since the workshop session with Marketbridge, my day-to-day use of AI has significantly increased. This has helped me be more efficient with my time and allows me to use that time in the right places to support my teams and the business. A truly valuable experience.
Our AI tools
To ensure accuracy, protection of Westcoast data and high‑quality outputs, Accelerate Impact combined a carefully selected suite of AI tools:
ChatGPT custom models:
the backbone of copy creation, trained extensively on Westcoast’s brand guidelines, briefs and past campaigns; governed by a structured five‑step process
Copyleaks:
to validate originality and protecting SEO performance
Predictive analytics & A/B testing tools:
providing insight into campaign performance to strengthen vendor strategy and guide MDF investment
AI‑driven SEO tooling:
to elevate Westcoast’s digital footprint with optimised metadata and gap analysis
AI workflow tooling & prompt frameworks:
to enable consistent, repeatable efficiency across teams
Intelligent automation that delivered
The impact of Accelerate Impact was immediate, improving speed, quality and operational efficiency across the marketing function. Alongside stronger vendor competitiveness and increased MDF potential through better insight and faster activation, we achieved:
Marketbridge’s proactive and integrated approach to deploying AI across Westcoast has been singularly significant in not only driving value through efficiency and productivity but also in educating us and strategically driving our transformation. As a true extension of our team, Marketbridge’s capability and excellence in AI, combined with their fundamental understanding of our marketing objectives, continue to add even more value to our business, our partners and our growth.