Jose Lopez-Sanchez

Jose Lopez-Sanchez

Senior Vice President, Group Creative Director,
Assembly for Microsoft, Edelman

The people behind the work,
made visible.

What Ingrained does, how we'd work with Edelman, and where to start the conversation.

Edelman×Ingrained Digital

Prepared for Jose Lopez-Sanchez by Ingrained Digital

02Where it's useful

Personal branding is a commercial channel, run by people.

  • Buyers research people before they research companies. A senior voice with a consistent presence shortens the distance between being seen and being trusted.
  • That works at two levels: one leader with a strong voice, or a group of voices across a team, pointed at the same commercial goals.

For a creative leader

  • A public record of how you think about work, not just what shipped.
  • Inbound from clients, collaborators and press who already know your point of view.
  • Speaking, podcast and judging invitations that come to you.

For an agency team

  • Senior people become a discoverable roster of specialists, each with a distinct voice.
  • New business conversations start warmer when the pitch team is already familiar.
  • Recruitment gets easier when the culture is visible from the outside.
03What we do

A monthly engine, pointed at a commercial outcome.

  • Ingrained is a white-glove personal branding partner. Each account gets a dedicated team: strategist, ghostwriter, account manager, analyst and designer, with Freddie leading creatively.
  • Profile rebrands come as standard on every campaign. The engine below runs every month. Click through it.
01

A bespoke strategy, mapped six months ahead

Onboarding, then every 6 months

Every engagement starts with an onboarding process and a bespoke strategy deck for each ambassador. We map the full campaign on a six-month basis: positioning, pillars, narrative arcs and target outcomes, all documented before a single post goes out. Each month within that map gets a specific commercial aim to point content at.

Bespoke strategy deck6-month campaign mapPositioning and pillars defined

Pick a commercial aim

Content aimed at the people who brief agencies: category takes, process transparency, work-in-progress thinking that shows how you'd approach their problem.

Pillar mix weighted to buyer topics

Engagement on prospect feeds

Reactive takes on client-side news

What we watch: Inbound conversations and profile views from target accounts

Bolt on when the ambition grows

Video productionPodcast studioLinkedIn outreach
04Two ways in

Two directions. Both start with a conversation.

Option A

Your personal brand

A dedicated Ingrained team building your voice as a creative leader on LinkedIn.

  • White-glove retainer with a dedicated four-person team
  • Building your voice as a creative leader on LinkedIn
  • Creative strategy, the craft of campaigns, what you've learned from BDB to 180 to Edelman
  • 12+ posts per month, uncapped reactive content
  • Community management, design, and profile work included
  • Benefits you personally: thought leadership, speaking invites, career visibility
  • Reflects on Edelman: clients see the human behind the work

Option B

Multi-ambassador program for the Edelman team

Coordinated personal branding across your senior creatives and account leads.

  • Coordinated personal branding across Edelman's senior creatives and account leads
  • Each person gets their own voice and their own strategy
  • Unified strategic direction so the feeds compound, not compete
  • Mirrors what Microsoft did with Creator Connect, but for the agency's own people
  • Making the team visible and relatable, not just the brands they serve
  • Scales from 3 to 20+ ambassadors
  • Per-person investment decreases at volume

These aren't either/or. Plenty of our clients start with one and grow into the other. The point of the call is to figure out which feels closer, and whether there's a third option we haven't considered yet.

05Proof

Three campaigns. Different models. Real numbers.

Case study 01

Lucy Kemp, Founder of Kemp&Co

Solo founder building a consultancy in a male-dominated corner of enterprise tech. Strong, unapologetic tone of voice. Went to market with it and didn't blink.

£200k+

Revenue directly attributable to LinkedIn.

5

Podcast invites off the back of the content.

6

Press features in the same window.

"Working with Ingrained has been genuinely transformative for my business. They took the time to understand my voice and turned LinkedIn into my single biggest source of inbound. Over £200k in attributable revenue, plus podcast invites and press features I'd never have chased on my own."

Lucy Kemp, Founder of Kemp&Co, Public Speaker

Watch Lucy tell it herself

Case study 02

ThanksBen, David Duckworth & Sebastian Fallert, Co-founders

Challenger brand in employee benefits. We ran both co-founders' LinkedIn in parallel alongside a live fundraise. The content established the founder as a challenger voice in HRTech, moved conversations forward with high-level prospects, and contributed to the raise.

$100m+

Raised while we ran both co-founders' LinkedIn.

+280%

Profile views for one of the co-founders.

3m

Impressions across the campaign.

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

Case study 03

Elliot Castle, Founder of We Buy Any Home & Sold.co.uk

A property founder with over a billion pounds of transactions behind him and almost no public voice. We mapped a six-month campaign, built four channels from nothing, ran video shoots on a six-week cycle, and turned 586,000 views into a steady flow of joint venture and off-market conversations.

586K

Views across LinkedIn, TikTok, Instagram and YouTube in six months.

3,200%+

Follower growth from a standing start.

148

Vetted inbound enquiries: joint venture, sourcing, off-market deals.

6 months

Full campaign mapped upfront

4 channels

LinkedIn, TikTok, Instagram, YouTube

9 days

Onboarding to first shoot

6-week cycle

Four shoots delivered on cadence

Trusted by leaders from

SamsungFedExHSBC Innovation Banking

What clients say

Click a photo to read their testimonial.

More voices we've built

Gaël Clichy on the Fozcast podcast

Gaël Clichy

Former Premier League footballer. Viral content, LinkedIn Top Voice badge, podcast invites in the top 1%. We built his presence from scratch and it took off fast.

2.4m

Workshops and teams

Group programs for Samsung, FedEx and HSBC Innovation Banking, training multiple voices inside one organization to publish without sounding identical.

06Let's talk

Three things to cover on the call.

01Which of the two directions feels closer to what you need
02Whether there's a third option we haven't considered yet
03What success looks like for you and for Edelman

Ingrained Digital

ingrained.digital

Prepared for Jose Lopez-Sanchez by Ingrained Digital. Confidential.