Weisinger and McKinney Launch Creative Engineers to Help Brands Transform the Way they Create and Produce Content

Mar. 17, 2026

• Helen Weisinger and Niall McKinney will lead the consultancy alongside Morgan Cox and Cressida Laing, bringing together former CMOs and senior production leaders to fix the operating models holding modern content teams back 

• Creative Engineers will help brands move beyond AI experimentation and redesign how content is produced, governed and scaled.

Creative Engineers, a new hands-on marketing consultancy founded by senior marketing leaders Helen Weisinger and Niall McKinney alongside Morgan Cox and Cressida Laing, is launching to help brands transform the way they create and produce content. 

Creative Engineers will launch with three major founding clients, including Allwyn, the operator of The National Lottery. The consultancy helps brands move beyond AI experimentation and redesign how content is produced, governed and scaled - addressing the growing gap between opportunity and day-to-day delivery. 

The four-strong founding team brings together expertise from across brand and agency-side marketing, production, media planning and digital transformation, positioning the consultancy to tackle one of marketing’s biggest challenges: delivering high-quality, effective content at speed - without disrupting business as usual or compromising brand standards. Creative Engineers does this by designing and deploying new content operating models, blending creative practitioners and AI engineers to embed new ways of working into marketing and studio teams.

CMOs, heads of studio and creative leads are under pressure to deliver more content, in more formats, for more markets – often with less budget and less time. While AI promises speed and efficiency, many organisations remain stuck in experimentation, unable to translate pilots into dependable day-to-day production. Creative Engineers was founded to close that gap, helping marketing leaders to put in place the people, processes and technology that make AI usable, auditable and scalable in practice.

Creative Engineers’ work focuses on reorganising and upskilling creative, studio and marketing teams, ensuring capability stays in-house and develops over time, using AI tools as an accelerator rather than the starting point. 

The consultancy also deploys AI directly into live production workflows – identifying high-value use cases, building and testing new powered processes, and scaling what works using a proprietary framework designed for repeatable, day-to-day delivery.

Creative Engineers builds on the foundations of Production Works, the production consultancy founded by former Tag CMO Helen Weisinger. Originally focused on helping brands optimise production models, the business has evolved into Creative Engineers as its remit expands – bringing together creative practitioners, production leaders and AI engineers to redesign how modern marketing teams produce, govern and scale content. 

Alongside Weisinger, Niall McKinney will join as a founding partner following senior roles including CMO at Travelocity and Time Inc, chief growth officer at Black Crow AI, and as founder and CEO of digital transformation business The Knowledge Engineers. He is joined by Morgan Cox, former CEO of Prodigious, Publicis’ global production platform, and managing director of The Gate Films, and by Cressida Laing, formerly head of growth at Tag and client services director at T&P. The team will work with a network of partners. 

Niall McKinney, founding partner, Creative Engineers, said:

“Most organisations don’t need more AI pilots – they need an operating model their teams actually want to use every day. We built Creative Engineers to move brands from ‘we should use AI’ to ‘AI is how we work’, with practical workflows and playbooks that drive real adoption, and guardrails that protect brand equity.”

 

Helen Weisinger, founding partner at Creative Engineers, said:

“AI can unlock speed and scale, but it only works when the fundamentals are right. Real change happens when ways of working evolve – when teams, roles and governance adapt alongside the technology. That’s why we focus on building operating models that people can actually use, and bringing AI in where it genuinely adds value.”

 

Steve Parkinson, brand and marketing director at Allwyn, operator of The National Lottery, said:

“As we continue to evolve our in‑house creative capability, we’re focused on meeting growing demands for speed, quality and relevance without compromising brand standards. Working with Creative Engineers has helped us rethink how we operate and strengthen how our teams work together. We’re building a more agile, multi‑skilled model that enables us to deliver high‑quality, relevant content at scale.”