We’re thrilled to announce we’re finalists at this year’s Independent Agency Awards. Our go-to-market campaign for Autodesk (Brian‑Proofing the Industry: How Autodesk Reframed Digital Project Delivery for the AECO World) has been shortlisted in the Best B2B Campaign.

The Independent Agency Awards (in partnership with MAD//Fest) honor the incredible work that defines the independent agency sector – where dedication, creativity, and expertise of agencies and individuals are celebrated and acknowledged.

Congratulations to our team and our client Autodesk, on this fantastic achievement!

About the campaign.

Autodesk set out to do more than launch a product campaign. Their ambition was to establish Digital Project Delivery (DPD) as a category, reinforce their Design & Make platform leadership, and demonstrate clear business value to Architecture, Engineering, Construction, and Operations (AECO) decision‑makers.

Working in close partnership with Autodesk’s campaigns, creative and product teams, Torpedo developed a bold, insight‑led go‑to‑market strategy for Digital Project Delivery and BIM Collaborate Pro. Instead of leading with features, Torpedo reframed the narrative around the outcomes AECO teams care about most: staying on budget, on schedule, in control, and aligned.

Research revealed a universal truth across the industry: project failures are rarely caused by technology; people, process gaps, and miscommunication usually do. These human errors were turned into a distinctive creative idea; personifying everyday project chaos through the character “Brian”. The humorous, instantly recognisable concept made the risks emotionally engaging while positioning Autodesk’s DPD platform and BIM Collaborate Pro solution as the essential antidote.

The hero live‑action film (watch below) became the centrepiece of a full‑funnel GTM ecosystem spanning social, mid‑funnel value messaging, and bottom‑funnel conversion assets. The campaign delivered exceptional performance across awareness, consideration, trial, and revenue.

With a 60% increase in prospect rate, a 737% rise in trial intent, and a 330% uplift in Annual Contract Value (ACV) won, the campaign didn’t just support sales; it accelerated them. It also created a scalable GTM blueprint that is now being adopted across Autodesk product teams.

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We’re proud to announce we’re finalists, not once, but twice at this year’s UK Content Awards! Our go-to-market campaign for Autodesk(Brian‑Proofing the Industry: How Autodesk Reframed Digital Project Delivery for the AECO World) has been shortlisted in the B2B Campaign of the Year and Video Campaign of the Year categories.

The UK Content Awards celebrate the most innovative, impactful, and creative content campaigns across the country – from engaging brand storytelling to data-driven strategies. Recognising standout people, teams, and agencies across digital platforms, social media, podcasts, video, and traditional channels. The winners will be announced at an awards ceremony in mid June.

Well done to our team and our client Autodesk on this outstanding achievement!

About the campaign

Autodesk set out to do more than launch a product campaign. Their ambition was to establish Digital Project Delivery (DPD) as a category, reinforce their Design & Make platform leadership, and demonstrate clear business value to Architecture, Engineering, Construction, and Operations (AECO) decision‑makers.

Working in close partnership with Autodesk’s campaigns, creative and product teams, Torpedo developed a bold, insight‑led go‑to‑market strategy for Digital Project Delivery and BIM Collaborate Pro. Instead of leading with features, Torpedo reframed the narrative around the outcomes AECO teams care about most: staying on budget, on schedule, in control, and aligned.

Research revealed a universal truth across the industry: project failures are rarely caused by technology; people, process gaps, and miscommunication usually do. These human errors were turned into a distinctive creative idea; personifying everyday project chaos through the character “Brian”. The humorous, instantly recognisable concept made the risks emotionally engaging while positioning Autodesk’s DPD platform and BIM Collaborate Pro solution as the essential antidote.

The hero live‑action film (watch below) became the centrepiece of a full‑funnel GTM ecosystem spanning social, mid‑funnel value messaging, and bottom‑funnel conversion assets. The campaign delivered exceptional performance across awareness, consideration, trial, and revenue.

With a 60% increase in prospect rate, a 737% rise in trial intent, and a 330% uplift in Annual Contract Value (ACV) won, the campaign didn’t just support sales; it accelerated them. It also created a scalable GTM blueprint that is now being adopted across Autodesk product teams.

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We’re proud to announce we’re finalists at this year’s Drum Awards for Marketing EMEA! Our go-to-market campaign for Autodesk (Brian‑Proofing the Industry: How Autodesk Reframed Digital Project Delivery for the AECO World) has been shortlisted in the B2B category.

The Drum Awards – Marketing showcases the best work of companies and people across EMEA in marketing and media. It’s one of the world’s largest awards ceremonies in the industry, with the winners being revealed in June at an awards ceremony in London.

Congratulations to our team and our client Autodesk, on this fantastic achievement!

About the campaign

Autodesk set out to do more than launch a product campaign. Their ambition was to establish Digital Project Delivery (DPD) as a category, reinforce their Design & Make platform leadership, and demonstrate clear business value to Architecture, Engineering, Construction, and Operations (AECO) decision‑makers.

Working in close partnership with Autodesk’s campaigns, creative and product teams, Torpedo developed a bold, insight‑led go‑to‑market strategy for Digital Project Delivery and BIM Collaborate Pro. Instead of leading with features, Torpedo reframed the narrative around the outcomes AECO teams care about most: staying on budget, on schedule, in control, and aligned.

Research revealed a universal truth across the industry: project failures are rarely caused by technology; people, process gaps, and miscommunication usually do. These human errors were turned into a distinctive creative idea; personifying everyday project chaos through the character “Brian”. The humorous, instantly recognisable concept made the risks emotionally engaging while positioning Autodesk’s DPD platform and BIM Collaborate Pro solution as the essential antidote.

The hero live‑action film (see below) became the centrepiece of a full‑funnel GTM ecosystem spanning social, mid‑funnel value messaging, and bottom‑funnel conversion assets. The campaign delivered exceptional performance across awareness, consideration, trial, and revenue.

With a 60% increase in prospect rate, a 737% rise in trial intent, and a 330% uplift in Annual Contract Value (ACV) won, the campaign didn’t just support sales; it accelerated them. It also created a scalable GTM blueprint that is now being adopted across Autodesk product teams.

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Each year, we take pride in supporting a charity (voted for by our team) through a range of sponsored activities. We’re delighted to share that this year, we’ll be raising funds (and awareness) for the Archway Foundation.

Founded in Oxford by Paul Hawgood in January 1982, Archway has been helping to relieve the distress associated with loneliness, its causes and impact. Archway’s inspiration and values are committed to serving those hurt by loneliness irrespective of religion, culture, gender identity or personal circumstances.

Taking on our first challenge.

We’ve kicked things off with a fundraising page for this fantastic cause, starting with our first challenge: the Bath Ultra Challenge at the end of March. The 29k route begins and ends at the picturesque Bath Racecourse, taking us past some of the city’s most iconic sights – including the famous Royal Crescent and the River Avon.

Training is already underway, and we’re looking forward to making the most of every step – soaking up the sights, sounds, and surrounding countryside along the way.

If you’d like to support us and help raise vital funds, we’d be incredibly grateful. Please use the link below to sponsor us – thank you!

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At Torpedo, no two careers – or days – look the same. Our teams bring together strategy, creativity, technology, and collaboration to deliver human reality to complex B2B marketing and digital experiences.

To mark National Careers Week, our ‘ADay in the Life’ blogs shine a light on what working at Torpedo really looks like – beyond job titles and buzzwords. Whether you’re curious about careers in B2B marketing, design, copy, motion, digital, UX or development, or simply want an honest insight into agency life, these stories are a great place to start.

From strategists shaping long-term brand direction to developers building robust digital platforms, UX specialists refining user journeys and account manager client leads keeping everything on track; each blog captures the variety of agency life. They explore the challenges we tackle, the collaboration behind the work, and the moments that make the job rewarding.

Take a look at our team’s ‘A day in the life’ stories:

Client Services & Ops

• Creative Project Manager – Adele
• Digital Marketing Strategist – Sandra
• Marketing Manager – Marie
• Strategy Director – Harjit

Creative

• Content Director – Becky
• Creative Director – Chad
• Designer and Illustrator – Cher
• Motion Director – Damo

Digital & UX

• Digital Project Director – Alistair
• Head of Technology & AI – Jez
• Senior Drupal Developer – Kate
• Senior Frontend Engineer – Katie N
• UX Director – Guy
• Web Developer – Attila

You’ll see what comes through most clearly is how connected our roles are. Success at Torpedo is built on teamwork, shared curiosity, and a genuine passion for creating work that makes a difference for our clients.

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This year, we’ve continued to support the local community with our nominated charity, Tommy’s, the pregnancy and baby charity.

Over the past year, the Torpedo team has thrown themselves into a variety of activities to support our amazing chosen charity. From taking part in sponsored challenges and joining in with fun office events, to generously giving their time and donations, everyone has played a part in backing this incredibly worthy cause. Here’s a look at what we’ve been up to in 2025:

Tommy’s 8k a day: Throughout March, the team committed to walking at least 8,000 steps daily for the “Tommy’s 8k a day” challenge. A modest goal that proved surprisingly demanding once balanced against desk-based jobs and busy schedules. Undeterred, the team embraced the challenge, hitting an impressive peak average of 12,119 daily steps.

Cotswold Way Ultra Challenge: On a hot Saturday at the end of June, our Torpedo team completed a 24 km (15 mile) segment of the Cotswold Way Challenge – walking from Cirencester to Painswick, through woodlands, rolling hills, open fields and picturesque villages. Despite blisters, steep climbs and soaring temperatures, the group stayed motivated with teamwork, encouragement, and short pub stop(!) – arriving at the finish line together.

Move It Challenge – winter edition: Our much-loved Move It Challenge returned this year with the Golds taking on the Blues in a team challenge. The winning team was the one that racked up the most ‘move minutes’ across the month of November. Golds took the crown with a mega total of 343 hours, 38 minutes, and 57 seconds!

But not all of us like to be quite so energetic(!) so, the Torpedo team also arranged in-office sweepstakes for Eurovision & the Euros. Plus, we ran a deliciously spooky bake-off competition and we have a Christmas jumper day gathering coming up too!

So far, we’ve raised…

Currently the total monies raised for our charity is over £1,800!!

If like us, you believe this is a worthy cause – but you haven’t had chance to donate yet – then don’t worry there’s still time!

Thank you!

A huge THANK YOU to everyone who has sponsored us, taken part, and/or arranged these events and activities. We’re proud to have supported this wonderful charity that’s close to our team’s hearts. And we’re chuffed to have smashed our donation target (by nearly double)!

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Stage 1: Market research and analysis.

Effective market research and analysis – in the context of GEO – involves deeply integrating an understanding of generative AI usage within your initial strategy.

1. Determine your ‘core query set’: identify the specific industry-related questions that your target audience frequently asks. This doesn’t need to be queries that have come from LLMs, but ones that prospects are likely to ask LLMs in the future. Actually, the best way to curate this list is by using your CRM data or speaking with your sales team. It’s important you note the language prospects use. So, analyse sales calls scripts and build your understanding of what they want to know – and when. This should give you crucial insights into buyer intent and conversational patterns. In turn, it’ll allow you to structure your content and messaging in a way that mirrors your prospects AI queries.
2. Competitor analysis: conduct a comprehensive competitor visibility analysis to gauge how well others are already performing within these generative AI environments. Identify competitors who regularly appear within LLM-generated responses and explore why their content or brand resonates with AI algorithms. This competitor analysis will help you pinpoint what GEO strategies and tactics are already working, providing a robust foundation for your GEO efforts.

Stage 2: Positioning and messaging.

Developing effective positioning and messaging within the GEO framework involves crafting content explicitly designed for conversational interactions typical of LLM queries.

1. LLM-ready messaging: Your positioning statements and key messages should naturally fit question-and-answer formats, aligning seamlessly with user expectation.
2. Keyword and phrase alignment: incorporate exact-match conversational phrases that your audience frequently uses, ensuring your messaging closely aligns with real-world user interactions. This careful linguistic synergy boosts your visibility in AI-generated responses.

AI algorithms learn from and prioritise content that’s frequently discussed and shared across diverse and authoritative channels.

Stage 3: Content and asset development.

To excel in GEO, content creation must focus on developing educational, authoritative, and comprehensive assets that directly answer essential buyer questions.

1. GEO-aligned content creation: Prioritise content formats that are clearly structured, such as detailed FAQs, how-to guides, and insight-rich thought leadership articles. These formats – not coincidently – align well with your users’ needs and the content preferences of generative AI. These content types will enhance your chances of being surfaced and cited in LLM responses.
2. Strategic use of data: Embed unique, original statistics and insights into your content to encourage citation and enhance brand SOM.

Stage 4: Channel strategy and distribution.

User-generated and organic content is regularly cited in LLMs. In fact, many favour this type of content. So, it’s important you get your valuable content shared as far and wide as possible. Inviting additional commentary from partners or colleagues will give you a boost too.

1. Content syndication and PR: Ensure your core thought leadership and educational assets are shared across influential industry platforms, authoritative third-party websites, and high-visibility media channels.
2. Forum and community engagement: If relevant, actively engage in professional communities such as LinkedIn, Stack Overflow, Quora, and Reddit. Getting involved in these communities helps seed your content in areas commonly referenced by generative AI models.

Stage 5: Measurement and optimisation.

From choosing your tools and metrics to working out your routine for monitoring and optimisation, it’s important to regularly review your content.

1. GEO monitoring tools: Utilise specialised monitoring tools to continuously measure your brand’s ‘Share of Model’ (SOM) and sentiment across various LLM platforms.
2. Iterative improvement: Regular analysis of these metrics allows you to identify visibility gaps and areas for improvement. Use these insights to iterate and refine your content and distribution approaches. This ongoing optimisation ensures your GEO strategy remains effective, adaptive, and consistently aligned with evolving generative AI algorithms and user behaviours.

Do all the above, but above all, be bold.

Generative AI engines pay close attention to broad signals of brand relevance and popularity. Social virality, active online discussions, media coverage, and proactive PR are all likely to boost your brand’s visibility. Why? AI algorithms learn from and prioritise content that is frequently discussed, shared, and mentioned across diverse and authoritative channels.

As such, the value of investing in creative and bold marketing has never been higher. Take LinkedIn’s paid ads as an example. They have a reputation for being expensive. We believe this is – at least in part – due to the monotony of the ads. We’re all human – boring and bland B2B ads just won’t attract attention and engagement. This can result in an eye-watering cost per lead. But it also presents an opportunity…

Imaginative and memorable campaigns will significantly amplify your brand and strengthen its market positioning. And if the bar is set low on platforms like LinkedIn, your creative ads are sure to have stand-out appeal.

In short, investing boldly at the top of the funnel is now a strategic imperative. Brands that prioritise creativity won’t just drive immediate awareness, they create powerful and lasting impacts on GEO visibility, effectively seeding their brand deeply into the AI-driven discovery ecosystem.

FAQs

What is an LLM?

A large language model (LLM) is a resource loaded with vast quantities of information or ‘big data’. This model is then used by AI-powered tools like Chat GPT. These tools rely on LLMs to respond to queries. Some of the most popular LLMs in 2026 are Chat GPT, Perplexity, Google Gemini, and Microsoft Copilot.

Will LLMs surface sales and promotional content?

Highly unlikely. Copy containing marketing hyperbole is typically filtered out, with priority given to more educational resources. Plain-language explainers, industry glossaries, and data-driven articles are much more likely to be surfaced by an LLM. So, prioritise content formats that are clearly structured, such as detailed FAQs, how-to guides, and insight-rich thought leadership articles. These align well with your users’ needs and the content preferences of generative AI.

What is SOM?

Share of Model (SOM for short) is now a widely recognised term in the marketing world. It’s the metric that shows you what proportion of a Large Language Model’s (LLM) answer you have.

Essentially, every time someone asks the likes of ChatGPT, CoPilot, Gemini, or Perplexity a query that’s relevant to your industry and business offering, how much (or how frequently) is your brand and its content cited. Similarly, who are you sharing the space with? And what brands are dominating the SOM?

These insights should help you determine what actions to take to ensure your brand earns a larger slice of the pie in future.

For B2B marketers, it’s critical to monitor brand visibility and representation in AI – and get ahead of competitors with these rapidly-evolving discoverability tools.

Throughout November, the Torpedo team embraced our much-loved annual ‘Get Active’ event – the Torpedo Move Challenge. This year, instead of counting steps or miles, it was all about racking up as many active minutes as possible during the darker, colder days of late autumn.

Our two teams, Blue and Gold, hit the ground running. At the first weekly check-in, Team Gold had already carved out a solid lead, but Team Blue refused to back down – consistently logging their minutes and keeping the pressure on as the month went on.

In the end the Golds held onto their lead with an impressive 343 hours, 38 minutes and 57 seconds. The Blues followed with a strong 199 hours, 15 minutes and 04 seconds – fantastic effort from both sides!

A huge well done to everyone who took part. We hope the challenge gave you that extra boost to get outside and stay active at a time of year where we all want to keep warm and stay indoors.

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I’ve been with Torpedo for over 14 years. During that time, I’ve gained experience across both the Production and Design departments. More recently, I transitioned into Client Services, where I currently work as a Creative Project Manager.

What exactly does your role entail? Can you run us through what you might get up today, for example?

A Creative Project Manager oversees projects that have numerous creative elements, such as marketing campaigns and visual content. My role is to ensure they’re delivered effectively and on time. I act as a bridge between creative teams and clients, managing workflows, timelines, and budgets while ensuring the creative vision aligns with the project goals.

Thanks to my design background, I can respond quickly to client needs by actively contributing to design tasks, implementing revisions efficiently, and performing thorough quality checks. This allows for faster turnaround times and ensures that the final output meets everyone’s expectations – even when a deadline is on the tight side!

This morning, I reviewed a new client brief, carefully assessing the requirements before following up with any necessary questions. I downloaded the client-provided assets, scoped out the work, and began planning which teams need to be involved at each stage to meet the project deadline.

This afternoon, alongside managing general client requests, I plan to begin compiling a document that outlines our client’s software development roadmap and projected future capabilities. This will help us strategically plan upcoming projects, and make sure we have the right skills and knowledge in place to effectively support and promote their campaigns over the coming year.

What tools/resources/people do you depend on to get your job done?

I continue to be actively involved in design work and use Adobe Creative Suite daily. This is where my InDesign, Illustrator, and Photoshop skills come in handy. I also use Figma for a range of digital projects and campaigns, as well as various tools for planning and financial tracking.

Much of my client work involves close collaboration with the Content, Design, and Motion teams. The job is all about creating engaging assets that support successful campaigns, so it helps to have a feel for who’s right for a specific project.

It’s always rewarding when clients respond positively, especially when the creative output exceeds their expectations.

What do you love most about your job at Torpedo? What’s the highlight of your day?

I love seeing a client’s vision take shape as our team brings campaigns to life. When it’s time to present the final creative, I feel confident knowing it reflects a strong collaborative effort. It’s always rewarding when clients respond positively, especially when the creative output exceeds their expectations.

And what do you find most challenging?

Campaign timelines often vary. Some unfold gradually, while others demand a quick turnaround. I enjoy both environments and take pride in delivering creative assets promptly to keep things on track.

Is there a particular piece of work/project that you’re really proud of?

One stand-out recent project involved creating a campaign for an Adobe webinar on Generative AI Video, using Firefly to produce visuals. The client was delighted with the outcome, which featured strong visuals and clever copywriting. Best of all, the campaign exceeded subscriber targets for the live session.

If you weren’t a Creative Project Manager, what do you think you’d be?

Outside of the office, I enjoy trail running and off-road cycling. I’m passionate about exploring wild places and would love to inspire others to gain confidence in the outdoors – perhaps through event organisation or as an outdoor instructor.

What made you choose this career path? How did you get to where you are today?

My creative journey began at school, where I excelled in art and design, design and technology, and photography. Encouraged by my art teacher, I pursued a National Diploma in Graphic Design, followed by a degree in the field. Over time, working in smaller agencies gave me exposure to a variety of roles, which has helped shape my current position as a creative project manager – a role that draws on my full range of experience and skills.

When your OOO is on, what are you likely to be doing?

Running up a mountain or two, taking part in off-road, ultra-running events. Or multi-day cycling challenges over the hills of Wales and Scotland on my gravel or mountain bike, discovering as much as I can of this beautiful country and its wild spaces.

What’s your favourite memory of working at Torpedo to date?

Taking part in Torpedo’s many team challenges, such as the Yorkshire Three Peaks Challenge and Tough Mudder – and seeing people problem-solve and push themselves beyond what they would normally do. Being outside of their comfort zones but being so proud and satisfied at the end of it, even if a little tired!

What’s the best piece of professional advice you’ve ever been given?

Follow your passions. If you care about something deeply, you’ll find joy in your work. And stay curious – always learning and growing.

We’re excited to share that our CEO, Andrew Sinclair-Pearson, will be joining the judging panel for this year’s International Content Marketing Awards 2025, hosted by the Content Marketing Association (CMA).

Andrew has always championed the power of creativity and strategy working hand-in-hand to build brands that truly connect with their audiences. His passion for meaningful, insight-driven content and his experience helping B2B brands develop their Go-To-Market strategy, make him a perfect fit for the ICMA Awards judging panel.

The ICMA’s celebrate the very best in content marketing – work that inspires, engages and drives real results. Winners will be crowned at an awards ceremony in London early next year.

From all of us at Torpedo, good luck to all the nominees for this year’s ICMA Awards! We can’t wait to see the creativity, craft and strategic thinking on display this year.

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