BRX launches CM.OSX with McKinnon to guide AI marketing

BRX Group has launched a marketing advisory service called CM.OSX and appointed Alison McKinnon as its founding Managing Partner.

CM.OSX, short for Critical Marketing Operating Systems, is aimed at chief marketing officers, marketing teams and in-house agency functions navigating changes linked to artificial intelligence.

The launch adds a new advisory offer to BRX Group's existing operations, which include BRX and Brand.OSX. The new unit will help organisations decide how to use AI and automation in marketing, including operating models, workflow design, tool selection and governance.

Its services include marketing and in-house agency operating models, AI and automation adoption roadmaps, capability development programs, campaign production processes and optimisation work designed to improve performance.

The move comes as marketing teams face pressure to demonstrate gains from AI while managing training, governance and technology choices. BRX said demand had grown for support in building workflows, automating routine tasks and introducing AI within existing governance structures.

"BRX has been the market leader in helping enterprise brands across Australia build brand value, reduce costs through automation, and lead the market in AI adoption at scale. Many CMOs tell us they're under growing pressure to deliver the efficiency and effectiveness promised by AI, but lack clarity on where to start, how to make the right choices, and how to train their teams to keep pace with change," said Bridget Cleary, Chief Executive Officer of BRX Group.

"We have seen growing demand to help marketing teams build smarter workflows, automate routine tasks, develop responsible AI capabilities within their governance frameworks, and embed automation. It was a logical next step to package it as a standalone service, and we could think of no-one more qualified to deliver the CM.OSX promise than Alison McKinnon," added Cleary.

McKinnon brings more than 20 years of experience in marketing strategy and business transformation. She spent almost a decade at The Brand Agency in Melbourne and Perth, where she held roles including Head of Strategy and Client Services Director.

During that time, she worked with clients including Bunnings, Rio Tinto and Wesfarmers. More recently, she was General Manager at Town Square, overseeing strategy, people and business transformation across Australia and the Middle East.

Her client work there included Destination Qatar, Hilton Hotels and the Northern Territory Government. Earlier in her career, she also held senior roles at CHE, FCB and George Patterson.

Advisory focus

CM.OSX will advise organisations on selecting automation tools and making better use of existing systems. The service also covers capability development for marketers and in-house agencies, with an emphasis on governance as companies adopt AI in day-to-day work.

Another part of the offer focuses on campaign production, using more standardised methods to improve speed, consistency and output across channels while reducing inefficiencies in marketing operations.

The business is targeting organisations that want to reshape internal marketing structures rather than simply buy new software. This reflects a broader market shift, as senior marketers are being asked not only to test AI tools but also to redesign processes, clarify accountability and manage adoption risks.

"It is clear that marketing organisations are entering a period of significant transformation - where the opportunity is clear, but the path forward is not. That is what CM.OSX is here to fix," McKinnon said.

Group expansion

With the addition of CM.OSX, BRX Group is expanding its reach across strategy, execution and production for marketing teams. Its three-part structure of BRX, CM.OSX and Brand.OSX is intended to serve chief marketing officers across advisory work, delivery and scaled asset production.

BRX operates in Australia, the United States and the United Kingdom, according to background information provided by the company. The new advisory unit appears initially focused on the Australian market, with services aimed at local marketing teams and in-house agencies facing operational questions around AI adoption.

BRX also said CM.OSX has already delivered a one-hour "Future of Marketing" presentation to more than 20 Australian brands and is recruiting as it builds out the new practice.