Madison Media Group has announced the launch of MbrAIn, a proprietary agentic planning system anchored on its Growth Planning System (GPS), as part of what the agency describes as its transition to Madison 3.0.
Positioned as an always-on strategic intelligence layer, MbrAIn has been designed to work alongside Madison’s planners and client teams, helping brands diagnose growth, make planning decisions and build accountable, full-funnel strategies across consumer, content, channel and commerce. According to the agency, the platform reflects its shift from a campaign-led media offering to an integrated, system-driven growth platform optimised for an AI-powered marketing environment.
Vivek Das, Chief Digital Officer at Madison Media Group, said the need for such a system emerged from structural gaps in how media planning has evolved.
“Two gaps stood out,” Das said. “First, planning had become too episodic and too execution-centric. Most AI and tooling in agencies was focused on automating reports, optimizing bids or shaving hours off campaign setup, while the hardest questions – where growth will come from, which barriers matter most, how to balance brand and commerce – were still being handled manually, campaign by campaign. We felt India needed an operating system for growth, not just faster dashboards.”
He added that fragmentation across specialisms had diluted strategic coherence, noting that over time the industry has built deep specialist teams for every task – TV, digital, search, social, commerce and analytics. While each team excels at its own mandate, he said the cost of such specialisation is that no single entity holds the entire growth story together at all times, increasing the risk that activity multiplies even as strategic direction blurs.
MbrAIn, powered by GPS, has been developed as Madison’s response to these challenges. GPS functions as a codified growth framework designed for Indian market realities, while MbrAIn operationalises that framework at scale across briefs, teams and categories. “GPS gives us a codified growth system for India’s realities, and MbrAIn brings that system to life at scale so every brief, across every specialism, stays tied back to the same growth logic,” Das said.
Madison 3.0 and the system architecture
Madison 3.0, as outlined by the agency, is built on five interconnected pillars: the GPS Growth Planning System, MbrAIn as the always-on strategic intelligence layer, a Content Studio blending human and AI-led creativity, Catalyst OS as the automation, technology and data backbone, and a Commerce Performance Engine focused on driving revenue outcomes across the full funnel.
According to Das, MbrAIn sits at the centre of this structure, working alongside Madison’s strategists and client teams to support planning across the organisation.
Standardised thinking, customised outputs
Das said the structured approach is designed to standardise thinking, not outcomes.
“At the logic level, MbrAIn standardizes how we think. Every brief is run through the GPS frame: Signals, Navigator, Map, Journey, Destination. Brand development stage, Marketing Job To Be Done, consumer barriers and AttentionMemoryResponse priorities are always made explicit. That brings discipline, comparability and a common language,” he said.
He added that GPS and MbrAIn are encoded with laws, frameworks and principles suited to a wide range of situations, allowing the same system to generate different systems of effects for a mass FMCG launch, a premium B2B service or a digital-first D2C brand.
“Think of it less as a ‘planning template’ and more as a thinking system: common spine, infinite expressions,” Das said.
Client response and operational impact
Das said clients have responded to the system-driven approach by seeing a single growth narrative rather than disconnected channel plans.
“Instead of receiving a stack of disjointed channel plans, they see one growth narrative: here is your ambition, here are the constraints, here is the system we’ve designed across Consumer, Content, Channel and Commerce, and here is why it should work,” he said.
He added that the platform also enables faster turnaround without compromising depth. “Because MbrAIn and GPS do the heavy analytical lifting, we can respond faster without the work feeling ‘thin’ or improvised,” Das said. “Many clients say it feels less like briefing a media vendor and more like plugging into an always-on growth engine that keeps learning with them over time.”
Differentiation in an AI-led agency environment
As more agencies introduce AI-enabled planning tools, Das said MbrAIn has been designed to operate differently from automation-focused solutions.
“Most AI tools in media live downstream: they tweak bids, automate reports, or speed up trafficking. MbrAIn has been deliberately placed upstream, at the point where questions of ambition, barriers and system design are decided,” he said. “It is built to help answer ‘What should we do and why?’, not just ‘How do we do it faster?’.”
At the core of the platform is what Madison refers to as a Coherence Engine. Das said the agency has taken the best laws, frameworks and principles of how brands grow and how media works and encoded them so they can be applied consistently across multiple situations and scenarios, helping keep brand, digital, commerce and performance teams anchored to the same strategy.
He also highlighted the platform’s India-first design. “It runs on a sovereign, India-first stack with strict client-level isolation; it produces explainable, GPS-compliant strategies you can interrogate; and it is designed to work with human strategists, not around them,” he said.
Planners, categories and accountability
“MbrAIn is designed to raise the game for planners, not to replace them,” Das said. He added that the system takes on mechanical aspects of planning while helping planners hold together fragmented TV, digital, social, commerce and analytics teams through a shared strategic framework.
According to Das, the platform is seeing traction in FMCG categories, commerce-led brands and system-partner engagements, while also being applied in services and B2B contexts.
Over time, Das said MbrAIn and GPS are expected to become central to how Madison operates. “Over time, MbrAIn and GPS will be less a ‘product launch’ and more the nerve centre of how Madison works,” he said.
Accountability, he added, is built into the system. “Accountability, in other words, is not about promising perfection. It is about always being able to answer four questions clearly: Why did we choose this path? How faithfully was it executed? What happened? And how will the system get smarter because of it?”
MbrAIn, anchored on the GPS framework, marks Madison Media Group’s move towards a system-led approach to media and growth planning, with the platform positioned as an always-on strategic partner for brands and agency teams. The agency said the initiative reflects its broader Madison 3.0 framework, aimed at embedding structured, accountable planning across consumer, content, channel and commerce.