Developing
Marketers review and approve plans before execution. The 60-80% figure is from Pencil's own testing.
In 60 seconds
- On September 28, 2026 Pencil, a Brandtech Group company, launched Scribble, an AI orchestration agent for marketers.
- It takes briefs and routes work through suitable AI agents, models and tools, covering tasks from resizing to video remixing, with brand compliance via Pencil's Brand Library.
- Marketers review and approve plans before execution; clients keep ownership of generated content.
- Pencil says it was built on insights from 500,000-plus briefs and cut repetitive task time by 60-80% in testing.
Impact Layer
- What changed
- The tool chooses which AI to use for each part of a brief, instead of leaving that to marketers.
- Why it matters
- Choosing among many AI tools is itself a burden for creative operations teams.
- Who is affected
- Creative operations teams, agencies and brand marketers.
- Martech stack area
- Marketing Automation, AI, Content
- Stack impact
- Test on routine asset variations first and keep the plan-approval step.
- Business impact
- Moderate The time-saving figure and customer names (Unilever, L'Oreal) are from Pencil's own announcement.
- Related technologies
- What to watch
- The end-of-year functionality, pricing and independent results.
Pencil, a Brandtech Group company, launched Scribble on September 28, 2026. It describes Scribble as an AI orchestration agent designed for marketers.
How it works
- It accepts marketing briefs and routes work through the right AI agents, models and tools, interpreting intent, sequencing tasks and executing workflows from image resizing to video remixing.
- It maintains brand compliance through Pencil’s Brand Library.
- Marketers review and approve plans before execution. Clients retain ownership of the generated content.
Claims and availability
Pencil says Scribble is built on insights from more than 500,000 marketing briefs and delivered a 60 to 80% reduction in time on repetitive tasks during testing. It lists enterprise customers including Unilever and L’Oreal. The public launch is September 28, with more functionality planned toward year end. Separately, Pencil’s chief executive Will Hanschell was named Chief Technology Officer of The Brandtech Group while keeping his Pencil role.
Our read
The useful part is the plan-and-approve step: the system shows what it intends to do before it spends effort. The saving claim is from Pencil’s testing, probably on repetitive resizing and versioning, and may not hold for original creative. Test it on routine asset variations where results are easy to check.
Sources
- Pencil: Pencil launches Scribble to orchestrate AI for marketers (opens in a new tab)
Source of the product description, claims, customers, availability and the CTO appointment.