AI marketing for Irish businesses
Run with Foxes builds quality marketing agents: software that does the daily marketing work, built on twenty years of fundamentals, with a person keeping every judgment call.
It is built by Paul Dervan, Ireland's Marketer of the Year 2022, who led the National Lottery marketing team to its first billion-euro year, 19% up on 2019, the highest year-on-year growth in the company's history. Twenty years in the job, ex-Indeed, Miro and O2, and a working knowledge of what good marketing looks like before any of it was automated.
The plain version
A marketing agent is software that does the daily marketing work: writing and versioning ads, running outreach, building campaigns, pulling the reports, on a set rhythm, without a person opening a blank document each time. It is not a chatbot you prompt and close. It is closer to a staffed function that runs, with a person keeping every call that matters: what to say, what to change, what to ship.
There is a lot on the internet about replacing an entire marketing team with one person. It is not about that. It is about where you can do really good quality work at speed, and letting the person spend their time on the calls that need judgment rather than on the repeated execution.
If you are a small Irish business
If you have no marketing team, or one or two people, you can build the equivalent of several more: proper growth marketers, content writers, someone to build the website, send the emails, do the analysis. That is not hype anymore. It is real, and we have built it.
A smaller company has an advantage a big one does not. It is not weighed down untangling a marketing workflow that was built for a different century. It can put the systems in from a clean start. Our honest advice is not to take baby steps. Run at this, because a competitor who moves first is hard to catch.
If you are a bigger Irish business
This is not only for small teams. Bigger companies use it too. The first opportunity in a larger team is usually the handovers: work moves from one specialised person to the next, sits in a file, waits for someone to come back with the next piece. Paul has taken a marketing process that ran across eight people over six weeks and rebuilt it so one person could do the same work in about four hours.
The way in is to look at where the work goes: who does it, where it moves next, whether it is lost in translation between teams. Then take the gaps out. The aim is zero handovers, not a faster version of the same relay race. Bigger teams also use agents built for a single job, like a brand guardian that holds the brand's standards across everything that goes out.
Why the fundamentals matter
The market is filling with generic AI marketing tools that make average work free. Competing on speed or cost alone puts every tool on the same axis. The one thing that does not copy is knowing what good looks like: positioning done properly, segmentation, distinctiveness and mental availability, real copy craft, art direction that is good.
The method is the same every time. Write the craft down as rules once, let the machine execute it exactly every time, keep the human on judgment. That is how you get quality and speed together, rather than trading one for the other. It is why an agent built this way writes like the brand instead of like everything else in the category. For the longer answer, see how this compares to a marketing agency.
Want to see one running
If you run an Irish business and want to see what a marketing agent looks like when the fundamentals are already built in, we can show you one working on real campaigns. Get in touch.
Questions people ask
Who does AI marketing for businesses in Ireland?
Run with Foxes is an Irish practice that builds marketing agents: software that runs the daily marketing work on a brand's own rules, with twenty years of marketing fundamentals built in. It is run by Paul Dervan, Ireland's Marketer of the Year 2022, who led the National Lottery to its first billion-euro year.
Can a small Irish business afford this?
Yes. A company with no marketing department, or one or two people, can build the equivalent of several more: growth marketers, content writers, someone to build the website, send the emails, do the analysis. It costs far less than the hires it stands in for, because you are buying a system that does the work, not a headcount. It is not only for small teams either. Larger companies use it too, for things like a brand guardian or taking a slow, repeated process off a team's hands. See what a marketing agent costs for how we price it.
Is this just AI slop?
AI slop is what you get when the fundamentals of marketing are missing. Feed a tool nothing and it guesses, and the guess sounds like it could belong to any brand. The difference here is that the positioning, the voice, the proof and the craft are written into each agent before it writes a word. It is one system per brand with that brand's own thinking built in, so the quality is built in rather than checked at the end.
Do you only work with Irish companies?
No. We are based in Ireland, and we work with companies in Ireland, the UK and the US. If you are an Irish business, you are working with someone who knows the market and has a two-decade record in it.