×BILLION
DOLLAR BOY

Prepared for Joele Forrester, Ed East & Becky Owen

You already have
the things worth saying.
We build the engine that says them.

A dual-ambassador LinkedIn programme for Ed and Becky. Quality over cadence, two genuinely distinct voices, and every post pointed at the senior decision makers you want in the inbox.

Two distinct voicesSign-off on everythingBuilt for inbound, not likes

Start the deck

Two doors down

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Joele & Freddie

Both in Bristol

A useful accident of geography: your PR lead and our founder are in the same city, so editorial sessions, shoot planning and the awkward five-minute conversations that usually take a fortnight of diary tennis can happen in person.

We also hold an office in Moorgate, ten minutes from the London team, for onboarding, voice capture and shoot days with Ed and Becky.

Contents

Jump to what matters to you.

Click any section. Arrow keys move through the deck.

01What We Heard→02Shared History→03The 2026 Reality→04How We Work→05A Month With Us→06Your Team→07Ed & Becky→08Video: Elliot Castle→09Testimonials→10Measurement→11Commercials & Seats→12Next Step→

What we heard on the call

Eight things you said.
Click any one for our approach to it.

Quality over cadence, by design

We scope by the standard a post has to meet, not by post count. If a week is thin, we hold. If news breaks on Tuesday, we move that afternoon.

No arbitrary weekly quota in the contract.

Shared history

We have already run a LinkedIn
programme inside Billion Dollar Boy.

When BDB first tested personal branding on LinkedIn, Freddie was part of the team responsible for that programme. That means the founding story, the tone of the house and the way decisions get made here are not things we need to be briefed on.

He then ran that agency as CEO before founding Ingrained, and several clients chose to move with him. Alongside that, we have watched BDB evolve from the outside: the acquisitions, the territories, the shift from creator execution to strategic partner. That vantage point is unusual, and it shortens the runway considerably.

Then

Inside the team behind BDB's first LinkedIn programme

Since

Led that agency as CEO, then founded Ingrained

Now

Founder-led delivery, no re-education period

What the head start buys you

—Onboarding starts at the interesting questions. We already understand creator marketing, the agency model and how BDB talks.
—We know how the business has changed since, so the narrative we build for Ed is the current one rather than the 2019 one.
—Familiarity with your approval instincts, which is usually where these programmes stall in month one.
—No conflicts: we work with no creator or influencer marketing agencies, and will sign category exclusivity.

The 2026 reality

White glove means you do
almost nothing but approve.

Each ambassador gets a strategist, a ghostwriter, an account manager and an analyst. Freddie stays creatively involved throughout.

What we are, and what we are not

You said you can usually tell when a founder has a writer.

So can we, and the cause is almost always the same: a creator-accelerator model with one framework and one hook bank sold to every client on the roster. We study what performs, then build from your material and your arguments. Nobody reading Ed or Becky's feed should be able to tell there is an agency behind it.

We are not a creator accelerator

No templates, no swipe files, no hook library sold to forty founders at once. We learn from what performs, then throw the format away. You should never be able to look at a feed and tell that someone is an Ingrained client. That is the entire point.

Two voices, built separately on purpose

Ed and Becky are onboarded independently, with separate voice capture sessions, separate pillar sets and separate writers' notes. Nothing routes through a shared house style, so the two feeds never start rhyming with each other.

We do not promise follower numbers

Because the only reliable way to guarantee them is to buy them. We do not use pods, follow-for-follow schemes or paid engagement, so we will not make a promise that would require them. What we commit to is the standard of the work and the quality of who it reaches.

Founder-led, not handed down

Freddie stays creatively involved for the life of the campaign. You are not sold by the founder and then delivered by a junior with a content calendar.

A month with us

What the month
actually looks like.

Four rhythms running at once: voice capture at whatever frequency suits, banked content, daily monitoring and a hub where everything lives. Select any one.

Your call

Sync calls with each ambassador, as often as suits

Some clients prefer one longer session a month and that works perfectly well. Given how quickly your world moves, a short weekly call with Ed and a short weekly call with Becky would give us more to work with: what is new, what is landing internally, what is coming up, a pitch, a launch, a trip, a hire, a view they have been arguing in private. Entirely up to them, and the cadence can change month to month. Those calls are the raw material; nothing gets invented in a vacuum.

Your total time commitment: whatever call cadence Ed and Becky are comfortable with, plus one approval pass. Everything else sits with us.

Your team

The six people who would run this.

Small, senior and permanent. The same names for the length of the engagement.

Freddie

Founder & Creative Lead

Sets creative direction and holds quality control over everything that leaves the studio. Previously ran the agency that delivered BDB's first LinkedIn programme, then led it as CEO before founding Ingrained. Nothing publishes in Ed or Becky's name without his sign-off first.

Jacob

Account Manager

Your first point of contact. Runs the day to day, owns the planning calls, and keeps both ambassador feeds moving in step without either one waiting on the other.

Abbie

Writer

In-house brand experience with Lookfantastic and a range of consumer and B2B accounts since, so she picks up a voice quickly and writes on-brand without needing a style guide to lean on. Genuinely with it: she reads the feed the way your audience does, which is why interviews turn into publishable drafts fast.

Hareem

Account Executive

Scours the news cycle, trade press and your own 600-odd press hits a year for the moments worth a same-day take, and flags them before they go cold.

Husnain

Research Analyst

Compiles the monthly report and reads the data behind it: which angles travelled, which audiences they reached, and what the numbers say we should do more of next month. The reporting is his, so the recommendations arrive with the evidence attached.

Maya

Operations

Keeps the campaign machinery running. Your point of contact for contracting, invoicing and reporting delivery.

The two campaigns

Two ambassadors. Two strategies.
Never one voice split in half.

Edward East · Founder & Global CEO

The operator's authority: fourteen years of building the category.

Ed's advantage is longevity and scale. He has watched creator marketing go from a curiosity to a line item at P&G and Unilever, and he built a global agency through all of it. That earns him the right to be blunt about consolidation, pricing and what brands are actually buying. The September return to London gives us a natural first chapter.

The founder's long view

Fourteen years from launch to a global creator agency. What consolidation, holding company acquisitions and the flood of new entrants actually mean for brands choosing a partner.

The economics of creator marketing

Deal sizes, effectiveness, measurement and where budget is genuinely moving. The commercial conversation his ICP is having internally, argued in public first.

Back on the ground in London

The September return is a natural narrative hook: what he saw building in the US, what he is bringing back, what the UK market gets wrong.

Agency building in public

Hiring, leadership, structure and the decisions behind a 200-person business across multiple territories. This is what attracts talent and reassures buyers.

First 90 days

Weeks 1–2
Onboarding session and voice capture. Positioning, target accounts, do's and don'ts, competitive landscape. Strategy doc delivered.
Weeks 2–3
Profile rebuild ahead of the London return. Headline, about, featured, banner. The profile is the landing page every inbound hits.
Weeks 3–4
First publishing wave timed to the September office move. Founder-led narrative, not an announcement post.
From day one
Reactive layer live immediately: PR hits, award wins and news cycle takes turned around inside the day.
Month 3
Warm outreach to named target accounts from his profile, reviewed by you before send until you are comfortable.

Why a CEO and a CMO,
rather than one louder voice.

Different rooms. Ed reaches founders and the people who sign the biggest deals. Becky reaches CMOs, brand directors and the practitioners who shortlist agencies.

Different registers. Commercial conviction from the founder, evidence and analysis from the CMO.

Compounding, not duplicating. Two angles on one insight doubles its surface area, and each can amplify the other in comments.

Risk shared. If one of them has a punishing travel month, the programme does not go quiet.

Case study · Elliot Castle, We Buy Any Home

From invisible to 586,000 views,
and 148 qualified conversations.

A property founder with over a billion pounds of transactions behind him and almost no public voice. In six months we built four channels from nothing on a six-week shoot cadence, scripted from the previous month's numbers. Onboarding to first shoot took nine days.

586K

Total views & impressions

369.4K

LinkedIn impressions

148

Vetted enquiries

3,736

LinkedIn followers gained

7,203

LinkedIn engagements

4

Shoots on a six-week cadence

Interactive · six months, month by month

45.0K

M1

57.5K

M2

49.3K

M3

62.0K

M4

71.4K

M5

84.2K

M6

LinkedIn impressions. Hover a bar for the figure.

The relevance for Ed: a shoot day in London, scripted around BDB's research and the arguments he already makes in rooms, cut into short-form that travels on LinkedIn and works just as hard on YouTube and Instagram. Your in-house design team handles the graphics, we handle the film.

Elliot Castle, founder of We Buy Any Home and Sold.co.uk

Watch the work

If an embed does not load, open the TikTok or the LinkedIn post.

Behind the scenes on an Ingrained Digital video shoot

Two thirds of his inbound was joint venture, investor or sourcing conversation. Reach was only the mechanism. The deal conversation was the outcome.

What our clients say

Founders, executives and enterprise teams.

Click a face to read their words. Same team, same standard, across sport, tech, property and enterprise.

“

I trust the Ingrained team implicitly. Their content strikes the perfect mix of being highly engaging but also serving a commercial purpose. My personal brand is one of my biggest assets in business, and I attribute that to Ingrained. Highly recommend.

Viral contentThought leadershipIncreased DIAL event signups

Leila McKenzie-Delis

Founder, DIAL Global. 2x Author, Public Speaker

Trusted by leaders from

How we measure this

You asked how we prove it
without counting posts.

Primary

Qualified inbound

Every enquiry logged, categorised and judged commercially relevant or not. Brand-side, agency-side, press, speaking. This is the number we care about most.

Secondary

Audience quality

Not follower count. Seniority, company and sector of the people viewing the profile and engaging. We report the proportion who match your target account list.

Tertiary

Compounding signals

Profile visits, saves, meaningful comments from named accounts, speaking and podcast invitations, and press pickup of positions first published on LinkedIn.

Baselines are set in week one for both ambassadors, so month six is measured against where you actually started. Reports land monthly in your client hub.

Commercials & seats

Start with two. Add seats
when the case is proven.

Thom Walters, Charlie Hurrell, Piet Southey, James Brazier: each slots into the existing editorial spine rather than starting again, and the same spine is what a wider employee advocacy programme would eventually be built on. The possibilities are (almost) endless.

Indicative monthly investment

£6,500+ VAT / month

2 ambassadors at £3,250 each · £500/month multi-seat saving

—Strategy, ghostwriting, posting and sign-off workflow
—Community management and ICP outreach
—Reactive newsjacking, uncapped
—Monthly analytics report and private client hub
—No per-post charges, no volume quota

Single seat £3,500 + VAT. Multi-seat rates indicative and confirmed at contracting.

Six month term, break at three

Six months to see genuine commercial return, with a clean exit if it is not working.

Category exclusivity available

No creator or influencer marketing agencies on our roster. We will contract not to during the term.

Video quoted separately

Shoot cadence and channel mix scoped first, then priced. No commitment at signature.

Reconvene at month six

What worked, what did not, and whether Thom, Charlie, Piet or James join, or whether it becomes a wider advocacy programme.

×

You have the stories.
Let's stop leaving them in the room.

Assess the video shoot bolt-on after month two, once both voices are running.

Email Freddie Read the full Elliot Castle case study Back to the top

Ingrained Digital · Personal branding for industry leaders · Confidential

You already havethe things worth saying.We build the engine that says them.

Jump to what matters to you.

Eight things you said.Click any one for our approach to it.

Quality over cadence, by design

We have already run a LinkedInprogramme inside Billion Dollar Boy.

More posts stopped meaning more reach.

White glove means you doalmost nothing but approve.