Today is a huge day for us. There is a real mixture of excitement and a lot of nerves.
I’m so excited, over joyed and just buzzing with pride to be able to introduce Restless to the world.
It’s been a privilege to spend the last 11 weeks with Jamie Bolding, Jamie Vaughan & Devina Seth building something new. Something that, with a fair wind and some hard graft, will redefine it’s category. A new type of agency. An AI marketing company.
When we started back in February my sole focus was to break inertia. We needed to start thinking, doing, pushing, pulling with so much enthusiasm and energy to generate a force that just got things moving.
We have all the ingredients to make this a success. The talent, the tech, access to capital, the broader macro tailwinds that come with building in a time of transformation. At this point, we have an obligation to make this work.
I knew the minute we got up a head of momentum the exact path to take would become clear.
Before you go any further, I’m going to do the unthinkable and ask your for a favour 🫢
It would mean the world to me if you could support our launch by watching our launch video here. If something comes over you and you feel like commenting, that would be incredible.
Starting with a blank slate can be overwhelming but from day 1 as cofounders we were all so aligned on the vision that really there was no need for debate or discussion.
“We are building the AI marketing company for a social world”
“We are building a whole new model for creative intelligence to transform our clients businesses.”
OK, I hear you say “WTF is an AI marketing company?”
Put simply, we are building with AI at our foundation. Not crowbarring into legacy workflows.
We are using agentic tools as the infrastructure. Every process runs through it. At another point I will run a step by step guide but the TLDR.
We’ve connected Claude — via an MCP — to Google Drive, and tried our damnest to overwhelm it with all the context we can. From day 1 we have built a central repository that will in time act to codify everything that exists in our brains and that of our employees.
We have built defined skills, that live centrally on Notion, that use a frontier model to act on this context to make stuff happen autonomously. What a bloody world we live in, eh!
The logic being simple, we build the best technology to automate the stuff humans should not be doing. We hire the best people and make sure they have more time to do what they are really good at.
“OK, but what on earth do you mean when you say you’ve built a whole new model for creative intelligence”
We knew from day 1 we would build our own software. A software that gathers vast volumes of data, finds the signal in the noise to turn messy data into a clear picture of who a client's customers really are and what drives their decisions. Welcome Antenna.
Antenna acts as the foundational knowledge that drives the insights that all our services sit on be it social, performance or influencer.
So, 11 weeks ago, with total clarity in what we were building, we set off and we’ve hit some really lovely milestones along the way that I wanted to share with you.
Week one: We hired our first employee. Then our second. Then our third.
Week two: We all felt quite strongly that time spent in person matters. So we went office hunting (and had our first minor argument). What matters most? An outside balcony or an extra meeting room. London bridge or Soho. A shower or a dishwasher.
We made a big bet on growth and took out an 18 month lease on a 25 person office in London Bridge. Manifest it into reality.
Week three: We got robbed. This wasn’t in the plan but at least there wasn’t much to rob!
Week four: We decided upon a name for our new business and bought our domain. We promptly changed our mind. “Restless would be much better”. We spent far too much money on a new domain restless.co and suddenly everything felt v. real.
Week five: We shipped our MVP of Antenna, our proprietary software that maps the internet to understand who your current customer is and who your future customer could be.
Week six: We got the first routes back for our branding. Obvs route 2 is the winner and so we ran with that.
Week seven: We built the deck. We pitched the deck. We won our first client. Then our second. Then our third.
Week eight: We translated a version of this to our website.
Week nine: We built out Notion as the agency operating system. This is certainly one of the things that took longer than anything else (and we’re still refining) but it’s becoming clearer that this is going to become the operational backbone that holds this business up.
Notion houses the restless skills depot. A central repository of various skills that Claude can work on to automate various manual tasks.
Week ten: We shot the launch video and imagery. Zig when other people zag right? A snatch style launch video should do the job.
Week 11:
It’s working!
We’ve just finished up our first full month of activity for our founding clients. Antenna mapped the internet > Built evidence backed profiles of their current customers and formed hypotheses as to who the future customer could be > our team of creative strategists built personalised creative strategies to reach these customers through organic, paid & creator led content.
Week 12 and beyond.
Restless is born into the world.
Do you want to better understand who your customer is and need help crafting messages to reach them? Let’s chat.
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