Greater Sum · Led by Keefe Lee · Toronto
Marketing meets AI. Greater together.
Every organization is under pressure to adopt AI. Most run it apart from marketing strategy, and get less from both.
Marketing gives AI direction. AI gives marketing greater possibility.
Greater Sum helps organizations turn strategy into better marketing experiences and practical AI-enabled outcomes, starting from the business need.
The problem
Two halves, kept apart.
AI arrives through vendor demos, IT roadmaps and board decks. Marketing strategy carries on in another room. So AI gets pointed at whatever is easiest to automate, not at what matters to customers.
Marketing that can't keep pace
Good judgment, slow to apply. Insight takes weeks, every launch starts from scratch, and the best thinking lives in a few senior heads.
AI with no direction
Speed without a point. Pilots that automate the wrong work, output nobody trusts, and tools the team quietly stops using.
Each half is the other's missing piece. Marketing knows which work matters. AI does it faster, at scale, the same way every time.
How we work
Connect. Identify. Activate.
Whichever way you come in, the work follows the same three steps.
Connect
Break down the silos that stop value being realized. Research, sales, service, marketing and product each hold part of the customer picture. We fix the places where insight and work stop moving between them, with AI as the enabler.
Identify
Choose. A short, ranked set of opportunities, compared on value, feasibility, cost, risk and time to impact, including what not to do. The output is a decision, not a deck.
Activate
Make it real: a sharper marketing strategy, a redesigned workflow, an existing AI product put to work properly, or a focused pilot. Measures agreed up front. Small proof before big spend.
We won't force AI into work that doesn't need it. And we won't ignore it when it would change the answer.
Two ways in
Start with either door.
A marketing challenge
A brand that has stopped working, a launch, a customer experience that leaks, or a marketing function without a senior leader. We bring the strategy, and AI only where it changes the answer.
Start with marketing → 02 · AI Enablement & Workflow InnovationAn AI priority
Pressure to adopt AI and no clear place to start. We find the highest-value workflow, customer and marketing opportunities, put the right tools to work and help your team adopt them.
Start with AI →Both doors lead to one solution, not two services bundled together.
About
Led by Keefe Lee.
I started in brand strategy, on the team behind Dove Canada's Brand of the Year, then in Hong Kong on the team that won DBS for Hong Kong and Singapore. Every role since has added a discipline: strategic planning at Trapeze, integrated digital at Union, customer experience at Jackman Reinvents, AI at Salient + Honeymoon.
I was a co-founder of Salient + Honeymoon, where I led customer experience strategy and founded the agency's AI practice. Along the way I built or rebuilt the strategy practice at four agencies. I started Greater Sum to put both halves of that experience on the same problem. I lead every engagement, and bring in specialist consultants and delivery partners where they make the work better.
Work together
Find your greater sum.
Every engagement starts with a 30-minute conversation about the business need, whether it arrives as a marketing challenge or an AI priority. If we're not the right fit, we'll say so.