Virginie Goupilleau

I’m Virginie Goupilleau, Founding Partner of BerylliumIV. I spent more than twenty years in senior roles across Omnicom and WPP, and I’m a member of the Bain Advisory Network, where I support large brand advertisers on inhousing strategy and agency model redesign. I’ve seen the advertising industry from the agency side and from the client’s side of the table.

BerylliumIV exists to solve one problem. Most marketing services businesses have bought AI tools, run a few pilots, and are still waiting for the value to show up in the P&L. Adoption is easy to buy. Value is much harder to capture. That gap is where we work for both brands and agencies.

We start with evidence. Our proprietary AI maturity diagnostic surveys people right across a business on six pillars and more critically shows where leadership’s view of AI readiness differs from what’s actually happening day to day: that perception gap is usually where the real problems are hiding.

From there, the work moves in stages. We work with the teams and leadership to move your operational capabilities forward enabling the people to move up the value ladder and towards strategically important tasks where judgement and orchestration become critical and therefore human bound.

Our approach is practitioner-led. We’ve run these businesses, so our recommendations are built around how agencies really make money: billable hours, client contracts, margin pressure and talent that’s already stretched. The results speak for themselves. Companies are transformed from within, empowered from within, where innovation is not just a word on the wall.

If you’re spending on AI and struggling to see the return, or you’re wondering where your operating model will sit in three years’ time, that’s the conversation I’d like to have.