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DOWNLOAD FREE: THE THREE SIMPLE RULES
When a client asks how your team uses AI — do you have a real answer?
Most UK agency leaders don't. Not because they're careless. Because no one has given them something practical enough to actually implement.
This changes that.
A 5-Day Implementation Guide for UK Agencies
Three disciplines. Five working days. A real answer — documented, demonstrable, and ready for the room.
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What's inside the guide
Rule 1 — Data Traffic Light
A three-zone classification system. Every team member knows, in three seconds, what data can and cannot go into any AI tool. Informal judgement calls replaced by a documented, teachable standard.
Rule 2 — Human Wrapper
Three fields. That's it. They turn 'we review AI outputs' into an auditable record — provable to clients, to procurement teams, to whoever asks.
Rule 3 — Prompt Dividend
The discipline that stops your team's AI knowledge walking out the door. A shared prompt library that compounds. Every week you run it, the next piece of AI-assisted work gets faster and better.
Plus: 5-Day Implementation Plan
A structured plan so you can have all three rules operational by Friday.
Who this is for
This guide is for owners and directors of UK marketing, creative, digital, and healthcare communications agencies. The people responsible for how their team uses AI — even if no one has explicitly said so.
It's specifically useful if any of these sound familiar:
1
Your team uses AI tools. There's no documented process for how.
2
A client or prospect has asked about your AI approach and you've had to improvise.
3
You're starting to see Enterprise procurement requests that ask about AI workflows.
4
You know this needs sorting but every framework you've looked at is too complex to actually implement.
Why three rules — and why now
The Trustmarque AI Governance Index 2025 surveyed 507 UK IT decision-makers. It found that 93% of organisations are using AI in some form. Only 7% have fully embedded the structure to support it. More than half — 54% — have minimal or nothing in place.
Awareness exists. Implementation does not.
The Three Simple Rules close that gap. Not with a 47-page policy document. Three disciplines that fit in working memory, can be explained in ten minutes, and can be checked in real time.
Built from lived experience, not consulting theory
I was a partner at two South African agencies. One survived an external crisis because we had formalised structures — inherited from pharmaceutical clients — that held under pressure. The other closed when informal ways of working reached their limits under the same conditions.
I didn't design those structures for resilience. I recognised what they had done retrospectively.
That experience is the foundation of everything in this guide.
Michael MacDonald
Founder, Brains Before Bots
AI Certifications: Wharton · Vanderbilt · Northeastern
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Brains Before Bots helps UK agency leaders build the structure that holds up when it matters.