The triggers we look for, the value proposition, the call to action, and the two emails your prospects will receive. Every section can be approved or commented on directly in this document.
Following our workshop, we have built the campaign around the repositioning James described: MYTHSMYTH going direct to brands with the thinking and the film, rather than waiting to be commissioned by an agency.
This document covers what we understood of your offer, the prospects we researched, what we can personalise and how reliably, and the two emails. Approve or comment on each section as you go.
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02 / Sample prospects
7 real prospects, researched
These are 7 real UK brands that match the targeting we agreed. We researched each one to check that the personalisation holds up before we build it out across the full list.
Click any prospect to see what we found. This is exactly what feeds the personalised lines in the emails.
1
Rapha
CMO or marketing lead
Cycling apparel brand. Kit provider to USA Cycling through to the Los Angeles Olympics.
What they do
Premium cycling clothing and accessories, sold direct and through its own Clubhouse stores worldwide.
Why they are a target
A brand that has always sold through story rather than product shots, and has just been handed a three year narrative. Close to the work your directors already do.
The trigger we found
Named kit provider to USA Cycling from 2026 to 2029, which includes dressing the home team at the Los Angeles Olympics in 2028.
Where and how big
London, around 457 employees
2
Gymshark
CMO or marketing lead
Fitness apparel brand. Opening its first physical gym, in Miami.
What they do
Gym and training wear, built entirely online and sold direct to a large young community.
Why they are a target
A brand that grew on the internet and is now stepping into a physical building for the first time. That only happens once, and it is a story.
The trigger we found
Opening Gymshark Lifting Club in Wynwood, Miami, its first dedicated gym, alongside new flagships in London, New York and Dubai.
Where and how big
Solihull, around 2,500 employees
3
Zopa Bank
CMO or marketing lead
Digital bank. Rolling out voice banking across its Biscuit current account.
What they do
UK digital bank offering current accounts, savings and lending, with no branches.
Why they are a target
A product change people have to see before they understand it. Hard to carry in a banner, straightforward in a film.
The trigger we found
Ask Zopa voice banking rolled out to every Biscuit current account holder in September 2026. Biscuit won Best Banking App at the British Bank Awards 2026.
Where and how big
London, around 830 employees
4
Finisterre
Founder or marketing lead
Cornish surf and outdoor brand, B Corp. Now on sale in REI stores across the United States.
What they do
Wetsuits and outdoor clothing designed in St Agnes, Cornwall. Certified B Corp since 2018.
Why they are a target
Twenty years of provenance walking into a market that has never heard of them. The origin story is the product.
The trigger we found
Launched into REI stores across the United States, from Anchorage to Berkeley, alongside the Resurge recycled workwear collection.
Where and how big
St Agnes, Cornwall, around 319 employees
5
Bloom & Wild
CMO or marketing lead
Gifting brand. Moving from flowers to a full gifting business.
What they do
Letterbox flowers and a growing gifting range covering hampers, food, drink and baby gifts.
Why they are a target
A repositioning that takes years to land rather than one campaign. They already invest in brand, so the conversation is about depth, not persuasion.
The trigger we found
Ran the Don't Send Flowers campaign in 2026, marking the shift from flower company to gifting business. Gifting now accounts for 35 percent of the range.
Where and how big
London, around 350 employees
6
PureGym
CMO or marketing lead
Britain's largest gym chain. Converting former Blink Fitness sites in New York and New Jersey.
What they do
Low cost gyms across the UK, Denmark, Switzerland and the United States, with more than 2.4 million members.
Why they are a target
A British brand introducing itself to American members who knew the old name on the door. That is a brand introduction, not a price message.
The trigger we found
Fifty six former Blink Fitness gyms in New York and New Jersey upgraded and rebranded as PureGym.
Where and how big
Leeds, around 2,000 to 4,000 employees
7
Vanarama
Founder or marketing lead
Vehicle leasing. Three more years as National League title sponsor.
What they do
Van, car and pickup leasing, sold direct to businesses and consumers.
Why they are a target
A category where every competitor sells the same vehicles at the same price. They already know brand is the only lever, and they have bought the airtime to use it.
The trigger we found
Signed a new three year title sponsorship of the National League, extending a partnership that began in 2014.
Where and how big
Hemel Hempstead, around 230 employees
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03 / What we look for
4 tiers of trigger, in order of strength
The opening line of email one is built on something real and public that is happening at the prospect's end. We look for four kinds of thing, in this order. The rule we set ourselves is simple: the sentence has to still be true three months after we write it, because the campaign runs across several months.
01 · Long term commitments
Priority
First choice
Where we find it
Press, partnership announcements, company statements
Coverage
Strongest when available
Rapha
What we found: Kit provider to USA Cycling from 2026 to 2029, including the Los Angeles Olympics
an opening about a British brand dressing Team USA at a home Games, still true in three years
Vanarama
What we found: A new three year title sponsorship of the National League
an opening about the amount of airtime they have just bought
02 · Moves that have already happened
Priority
Strong
Where we find it
Trade press, retail and expansion news
Coverage
Written in the past tense so it does not expire
Gymshark
What we found: First physical gym opening in Wynwood, Miami
an opening about a brand stepping off the internet and into a building
Finisterre
What we found: Launched into REI stores across the United States
an opening about introducing a Cornish brand to people who have never heard of it
PureGym
What we found: Fifty six Blink sites rebranded in New York and New Jersey
an opening about telling New Yorkers that the door they walked past has changed
What we found: The Don't Send Flowers campaign and the move into gifting
an opening that calls the line brave, then notes a repositioning takes years rather than one campaign
Zopa Bank
What we found: Voice banking rolled out to every Biscuit customer
an opening about a shift people have to see before they believe it
04 · Nothing recent found: the brand itself
Priority
Fallback, always available
Where we find it
The company's own site and public record
Coverage
100 percent, so no prospect is left with a weak email
Any prospect with no news
What we found: Twenty years of making wetsuits in Cornwall, now in fifteen shops
an opening about a brand with that much behind it having more to say than a product page allows
We never invent a fact and we never imply that a brand's current advertising falls short. Where a brand has just run a campaign, we acknowledge it rather than compete with it. This came directly from David's point in the workshop about not telling someone we could have done their last piece of work better.
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04 / Value proposition
We lead with what is happening at their end, never with how you are set up
The temptation with your proposition is to explain the model: the bespoke teams, the low overheads, the senior freelancers. We have deliberately left all of that out. No marketing director has ever asked anyone to assemble them a team. They care about what they are about to launch and what it will cost them in time and money to get it made well.
3 arguments carry the emails, each one answering an objection you raised in the workshop:
You already know their world
The first line is about something real they are working on, not a generic observation about their industry. It is the reason for writing, not decoration.
cold emails that could have been sent to anyone
Names they recognise
Three brands, chosen to match the prospect's sector, so the credibility lands in one line without turning into a company presentation.
nobody gets fired for hiring the big network agency
They risk nothing to say yes
The ideas already exist, they cost nothing, and the prospect keeps them either way. There is no brief to write and no meeting to book.
the buyer risk of backing an unfamiliar name
One thing we need you to confirm before anything goes out. In the workshop David said you sell MYTHSMYTH partly through your directors' track records rather than through work signed by MYTHSMYTH itself. The emails name three well known brands, so we need your wording. Is it "we make advertising campaigns for" or "our directors have made campaigns for"? We will use whichever you tell us, and until you do we will use the second.
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05 / Call to action
The offer: a real creative idea, written up and given away
This is David's suggestion from the workshop, almost word for word: we had an idea for your company, so we wrote it up, we hope you like it. It does not depend on them sending you anything, and it does not compete with work they have already done.
The ideas already exist
We say we have ideas, not that we would like to write some. Saying yes to something that is ready is easier than saying yes to a wait.
Nothing required from them
No confidential brief to send over, which was David's concern. We write from what is already public about them.
A bounded ask
A closed question with no meeting, no calendar link and no price. In practice a reply leads to a short call to sharpen the idea before anyone writes anything.
The wording: "We have a few creative ideas written up by one of our directors, some for the Team USA kit, some for the brand itself. I would like to share them with you. If you like them we can talk about making them, and if you do not, they are yours anyway. Is that something that might interest you?"
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06 / The emails
The heart of the campaign
There are two emails. The first does all the work: it opens on something real that is happening at their end, says who you have made films for, and offers them a creative idea for free. The second is three lines, sent a week or so later, and exists only to make them go back and read the first one.
For each email you get the template, with the parts written by AI highlighted in gold, then worked examples on the real prospects above. Click an example to open it.
Email 1 · Something real, then a free idea
Template
Opens on a public fact about what they are working on, then one line on what that moment is worth to them. Three brands for credibility. Then the offer: creative ideas that already exist, free, theirs either way. Closed question to finish. The only parts written by AI are the subject line, the opening two sentences, the three brand names and the phrase naming what the ideas are for.
Subject:question {{ai_subject_keywords}}
Subject: question {{ai_subject_keywords}}
Hi {{first_name}},
I saw that {{ai_news}}. {{ai_projection}}
I am getting in touch because our directors have made campaigns for {{ai_brand_1}}, {{ai_brand_2}} and {{ai_brand_3}}, among others.
We have a few creative ideas written up by one of our directors, some for {{ai_ideas_for}}, some for the brand itself. I would like to share them with you. If you like them we can talk about making them, and if you do not, they are yours anyway.
Is that something that might interest you?
James
7 worked examples
Rapha
kit provider to Team USA through to Los Angeles
Subject: question team usa kit
Hi {{first_name}},
I saw that you are kitting out the American team all the way through to a home Olympics in Los Angeles. A British brand dressing Team USA in their own back yard is a story, and you have three years to tell it.
I am getting in touch because our directors have made campaigns for New Balance, Audi and Sky, among others.
We have a few creative ideas written up by one of our directors, some for the Team USA kit, some for the brand itself. I would like to share them with you. If you like them we can talk about making them, and if you do not, they are yours anyway.
Is that something that might interest you?
James
Gymshark
first physical gym, Wynwood
Subject: question the first gym
Hi {{first_name}},
I saw that you are opening an actual gym in Wynwood, the first one. The moment a brand steps off the internet and into a building is the one people end up remembering it by.
I am getting in touch because our directors have made campaigns for New Balance, Audi and Sky, among others.
We have a few creative ideas written up by one of our directors, some for the first gym in Wynwood, some for the brand itself. I would like to share them with you. If you like them we can talk about making them, and if you do not, they are yours anyway.
Is that something that might interest you?
James
Zopa Bank
voice banking rollout
Subject: question voice banking
Hi {{first_name}},
I saw that you have put voice banking in front of every Biscuit customer. Talking to your bank instead of tapping at it is the kind of shift people have to see before they believe it.
I am getting in touch because our directors have made campaigns for Microsoft, Sky and Audi, among others.
We have a few creative ideas written up by one of our directors, some for the voice banking launch, some for the brand itself. I would like to share them with you. If you like them we can talk about making them, and if you do not, they are yours anyway.
Is that something that might interest you?
James
Bloom & Wild
careful case, they have just run a campaign
Subject: question don't send flowers
Hi {{first_name}},
I saw Don't Send Flowers, which is a brave line for a flower company to put on a poster. Moving from flowers to gifting is not one campaign, it is a few years of telling people what you are now.
I am getting in touch because our directors have made campaigns for Waitrose, Sky and Audi, among others.
We have a few creative ideas written up by one of our directors, some for the move from flowers to gifting, some for the brand itself. I would like to share them with you. If you like them we can talk about making them, and if you do not, they are yours anyway.
Is that something that might interest you?
James
Finisterre
American launch through REI
Subject: question rei launch
Hi {{first_name}},
I saw that you have landed in REI stores from Anchorage to Berkeley. Americans picking up a Cornish surf brand are going to want to know where it came from, and that is a film rather than a product page.
I am getting in touch because our directors have made campaigns for New Balance, TUI and Sky, among others.
We have a few creative ideas written up by one of our directors, some for the REI launch in the States, some for the brand itself. I would like to share them with you. If you like them we can talk about making them, and if you do not, they are yours anyway.
Is that something that might interest you?
James
PureGym
fifty six sites rebranded in New York
Subject: question the blink sites
Hi {{first_name}},
I saw that you have turned fifty six Blink sites in New York and New Jersey into PureGyms. People who walked past that door for years now have to be told that something changed inside it.
I am getting in touch because our directors have made campaigns for Sky, Audi and Waitrose, among others.
We have a few creative ideas written up by one of our directors, some for the fifty six gyms that just changed name, some for the brand itself. I would like to share them with you. If you like them we can talk about making them, and if you do not, they are yours anyway.
Is that something that might interest you?
James
Vanarama
quiet category, three more seasons of airtime
Subject: question national league
Hi {{first_name}},
I saw that you have signed on with the National League for another three years. That is a lot of airtime ahead of you, and a logo only fills so much of it.
I am getting in touch because our directors have made campaigns for Audi, Honda and Sky, among others.
We have a few creative ideas written up by one of our directors, some for the next three National League seasons, some for the brand itself. I would like to share them with you. If you like them we can talk about making them, and if you do not, they are yours anyway.
Is that something that might interest you?
James
Your feedback on email 1Saved
Email 2 · Three lines, sent to make them reread the first
Template
Not a follow up in the usual sense. It does not re-argue anything. The curiosity sits in the first line: ideas exist, they are for you, and you no longer remember which ones. Saying it is the only follow up removes any worry about being chased. It reuses the phrase from email one, so there is no new research to do.
Subject:same subject as email 1, to stay in the thread
Subject: same as email 1, so it stays in the same thread
Hi {{first_name}}, looking forward to sharing those ideas for {{ai_ideas_for}}.
This will be my only follow up, in case my last email got buried.
James
Sent from my iPhone
3 worked examples
Rapha
reuses the Team USA kit
Subject: question team usa kit
Hi {{first_name}}, looking forward to sharing those ideas for the Team USA kit.
This will be my only follow up, in case my last email got buried.
James
Sent from my iPhone
Bloom & Wild
reuses the move into gifting
Subject: question don't send flowers
Hi {{first_name}}, looking forward to sharing those ideas for the move from flowers to gifting.
This will be my only follow up, in case my last email got buried.
James
Sent from my iPhone
Any prospect with no news found
fallback with no personalised phrase
Subject: same as email 1
Hi {{first_name}}, looking forward to sharing those ideas with you.
This will be my only follow up, in case my last email got buried.
James
Sent from my iPhone
Your feedback on email 2Saved
07 / Next steps
What happens once you sign this off
1
You comment on this document
Section by section, approve or tell us what needs changing. We rework the copy from your notes.
2
You confirm how the credits should read
The one thing that blocks us: how you want the brand names worded in the emails. Until you tell us we will say our directors have made campaigns for.
3
We send you a sample of the list
Around 100 to 200 prospects matching the targeting, so you can tell us what to widen or cut before we build the full six thousand.
4
We write and launch
Once the list and the copy are agreed, we generate the personalised lines for the whole list and start sending.
One practical note. Your domains are warming up now and need three weeks before the first send. Because we are sending two emails rather than one, the campaign will run across roughly four months instead of two, which keeps the volume per address safe and means you do not need to buy anything more. We will also pause over the last two weeks of December, when nobody is reading.
08 / Your sign off
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Prospects
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Value proposition
Call to action
Email 1
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