01
Agency MRI
See where time, margin and creative energy are being lost — and where the next advantage lives.
Napkin / an agency operating system
The agency
that learns.
Turn approved agency knowledge into stronger research, briefs and decisions—with human judgement in the loop.
Your knowledge compounds.
Your people go further.
The problem
Your agency knows more
than it remembers.
The insight in yesterday’s strategy. The reason a client rejected an idea. The lesson a producer learnt on the last campaign. Too much of it stays in a deck, an inbox or someone’s head. By the next brief, your team is piecing the story together again.
The system
One connected practice,
not another tool.
Approved learning informs the next research, brief and decision. Your people decide what is relevant, then retain what is worth carrying forward.
01Agency MRI
02Strategy
03Better briefs
04Ideas
05Production
06Pitches
07Learning
02
Better briefs
Turn scattered inputs, conversations and knowledge into a clear creative starting point.
03
Ideas
Explore creative territory with more context, while people keep the judgement and the final call.
04
Production
Carry approved strategy into visual worlds, storyboards, films and cutdowns without losing the idea.
Turn experience into your next advantage
A digital brain for
better beginnings.
Napkin connects approved agency knowledge into a shared digital brain — bringing relevant experience into the next brief, creative decision and production.
It is not bulk storage. It is compounding context: capture approved learning, connect it to what the agency knows, bring it into the next brief, apply expert judgement, then retain the outcome.
Your team decides what is approved, relevant and retained. Human judgement remains in the loop.
Capture context Connect knowledge Build a better brief Apply judgement Strengthen the next
Napkin Production / sizzle reel
One idea.
Many worlds.
Brief Creative territory Visual world Storyboard Hero film Cutdowns
A single production system carries the approved idea from first territory to final frame — and gives people more to build on each time.
About Napkin
Built around
human judgement.
Napkin is a founder-led company building an AI-native operating system for modern creative and advertising agencies.
It is led by Laurence O’Byrne—an award-winning creative director with more than 25 years across advertising, strategy, creative development and production, including Gold Cannes Lions and D&AD Pencils.
For the past five years, Laurence has worked in AI and emerging technology with entrepreneurs, startups and enterprise teams, connecting creative practice with the research energy around Trinity College Dublin.
25+years in creative leadershipGoldCannes LionsD&ADPencils5years in AI and emerging technology
Building the intelligence
Napkin is built with Sai Eeshwar D and Shreyansh Soni, a machine-learning and engineering team developing the systems that make agency knowledge useful, reliable and ready for the next decision.
A connected creative ecosystem
The right technology,
around one strong idea.
World LabsRunwayElevenLabsByteDanceFluxLumaMeshy
Napkin is shaped by the rapid advances across the world’s leading AI labs and creative platforms—bringing the right image, motion, voice, 3D and research capabilities into one accountable human workflow. Tools are selected for the work, not displayed as promises.
Start a conversation
Make every brief
a better beginning.
Talk by email, phone or WhatsApp.