Case Studies
Digital Marketing / Agency
Spinutech
6 teams in 60 days
25+ people across sales, strategy, management, finance, development and design trained and using DarcyIQ.
New revenue line
A 7-layer Digital Experience Platform Spinutech now offers its clients as a managed service.
About
Spinutech is a full-service digital marketing agency with more than 100 employees and more than $100 million in annual paid media spend. The agency operates across 30+ states and has a client retention rate four times the industry average.
Industry
Digital Marketing / Agency
Company size
100+ employees
Founded
2000
Share
Deploying DarcyIQ across our organization changed the conversation we have with clients. What used to take our team weeks—research, scoping, content migration, reporting—now takes hours. The DXP isn’t just an internal tool; it’s a product we’re offering to our customers. We went from looking for our next competitive advantage to giving our clients something they can’t live without.
Kevin Hourigan
President and Co-founder, Spinutech
Executive Summary & Business Challenge
From AI experimentation to an AI-native agency
Spinutech recognized an opportunity to differentiate its services in an increasingly AI-conscious market. A previous do-it-yourself AI initiative had failed to gain adoption: a generic tool priced at $100 per month did not communicate meaningful value or solve specific marketing problems. The experience made it clear that a chatbot added to existing services would not be enough. The agency needed a strategic platform that could improve internal operations and support a productized AI offering for its clients.
A two-sided business challenge
Internally, Spinutech needed to embed AI into sales, strategy, management, finance, development, and design workflows to improve efficiency and output quality. Externally, it needed an AI offering substantial enough to create a new client conversation and maintain the agency’s competitive edge as more firms positioned themselves as AI-enabled. The goal was not incremental workflow improvement, but a fundamental evolution in how the agency operated and what it could offer.
The opportunity
DarcyIQ was selected as the foundation for an agency-wide AI transformation. Over four months, the platform was introduced across core departments using a train-the-trainer model. Workflows that previously required up to two weeks were compressed to approximately two hours, and the engagement culminated in a seven-layer Digital Experience Platform that Spinutech can offer to clients as a managed, productized service.
DarcyIQ Deployment & FDE Enablement
A phased train-the-trainer rollout
DarcyIQ was configured as Spinutech’s dedicated AI platform tenant with brand guidelines, knowledge bases, and project workflows. The rollout began with e-learning onboarding, followed by instructor-led training for more than 25 team members covering chat, meeting intelligence and call coaching, AI-enriched list generation, projects, and scoping and estimates. Department-specific office hours supported sales, strategy, management, finance, development, and design, while internal champions were prepared to cascade knowledge and sustain adoption.
Workflow automation grounded in agency operations
Custom Blueprints were created for recurring documents and processes, including kickoff documents, creative briefs, billing adjustments, and change orders. By combining institutional knowledge with project context and reusable workflows, teams could move from manual research and assembly to consistent, AI-assisted outputs without forcing every department into the same operating pattern.
A productized Digital Experience Platform
The program culminated in the design of a seven-layer Digital Experience Platform combining brand intelligence, web performance monitoring, competitive intelligence, content management, client reporting, integrations, and communication. A managed reseller portal supports sub-tenant administration, enabling Spinutech to move beyond internal AI adoption and offer the platform to existing and new clients.
Platform Architecture
Multi-model intelligence on AWS
DarcyIQ’s multi-model architecture runs on Amazon Bedrock, Fireworks, and Baseten, dynamically selecting from multiple language models using an evaluation system informed by approximately 500 use cases. The platform was connected to Spinutech’s existing technology stack through MCP Studio, bringing context from Google Workspace, HubSpot, Kantata, NetSuite, and Slack into a unified AI environment.
AWS services in scope
Amazon Bedrock and Amazon ECS
Amazon S3 and Amazon RDS
AWS Lambda and Amazon API Gateway
AWS IAM and AWS KMS
Key Business Outcomes
Measurable operational and commercial impact
Compressed multi-step workflows from two weeks to two hours across sales, scoping, and proposal generation.
Trained more than 25 employees across six departments—sales, strategy, management, finance, development, and design—in 60 days using a scalable train-the-trainer adoption model.
Designed a seven-layer Digital Experience Platform as a productized offering for existing and new clients.
The result is both an internal operating advantage and a new commercial offering. Spinutech can deliver core agency work faster while giving clients an integrated intelligence platform designed around real marketing workflows. The agency has moved from experimenting with a generic AI add-on to operating—and offering solutions—as a platform-enabled, AI-native organization.
